Tag: Fitness culture

By the mid-20th century, protein powders were a niche product primarily for bodybuilders, not the household staple they are today. Answering when did protein become popular involves tracing its path from a scientific curiosity to a fitness-industry secret, and finally, to a global wellness obsession fueled by cultural shifts and market innovations.

According to a 2025 study by Morning Consult, 66% of Gen Z adults follow a high-protein diet, a significantly higher rate than other age groups. This surge in popularity begs the question: why is everyone obsessed with protein now? The answer lies at the intersection of social media trends, aggressive marketing, and modern diet culture.

According to a 2025 Cargill report, 61% of consumers increased their protein intake in 2024, showing a significant surge in interest. This trend begs the question, **Why are people so obsessed with high protein?**