Updated

Updated · WTVC · Jun 21

Americans Raise Protein Intake to 71% as Influencers and Gym Culture Reshape Diets

Updated

Updated · WTVC · Jun 21

Americans Raise Protein Intake to 71% as Influencers and Gym Culture Reshape Diets

2 articles · Updated · WTVC · Jun 21

Seventy-one percent of Americans say they are trying to eat more protein, up from 67% in 2023 and 59% in 2022, according to the 2025 International Food Information Council survey.
Social media and fitness influencers are helping drive the shift, with Dr. Matthew Hitchcock saying online messaging around adequate protein intake is increasingly shaping eating habits.
Hitchcock said the trend is not only about quantity but protein quality, drawing a distinction between processed sources such as chicken nuggets and leaner options like chicken breast or steak.
Gym-goer Christian Nguyen said he centers meals on protein such as chicken and beef to build muscle and improve body composition, reflecting how fitness goals are feeding the broader dietary move.

Sources

As America's protein obsession grows, are we ignoring the hidden risks to our health and the environment?

New guidelines demand more protein, but can our food system sustainably provide it without compromising quality or the planet?

With a $70 billion market looming, is the push for more protein about health or just a marketing gold rush?

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