Is America’s Protein Craze About Health — or Just Hype?

A Nation Obsessed with Protein

From protein-packed Pop-Tarts to Starbucks’ fortified coffees, food companies are cashing in on America’s latest diet obsession. A new survey from the International Food Information Council reveals that 70% of Americans are trying to eat more protein — up from just 59% three years ago. The global market for protein-fortified foods is expected to hit $100 billion by 2030, signaling that “protein” may be the new buzzword of the grocery aisle.

From Ozempic to Overload

Dietitian Kim Shapira told NewsNation the craze started largely because of weight-loss drugs like Ozempic and semaglutides, which caused users to lose not only fat but muscle. “It just boomed an entire industry of protein,” she said. But as with previous health trends — low-fat in the ‘80s and gluten-free in the 2010s — experts warn consumers not to mistake marketing for wellness.

The Health Halo Problem

According to the National Institutes of Health, 91% of foods marketed with “protein” claims are actually less healthy overall. Many are highly processed and packed with sugar, fat, and sodium. Fitness coach Stephen Campolo advises consumers to look past the labels and read the ingredients list. “Just because it says it’s higher protein or a ‘healthy food,’ doesn’t mean it’s actually good for you,” he said.

Back to the Basics

Health experts agree that whole foods — like eggs, chicken, fish, Greek yogurt, and edamame — remain the best sources of protein. While the packaging might change, the truth doesn’t: real food still wins.