When Did Protein Become Popular? A Historical Look at the Rise of a Macronutrient

December 18, 2025 •

5 min read

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.

Quick Summary

This article explores the historical journey of protein's rise to prominence, highlighting its evolution from a supplement for bodybuilders to a widely available staple driven by fitness culture and dietary trends.

Key Points

Bodybuilding laid the groundwork: Early commercial protein powders were first developed and marketed in the 1950s for the bodybuilding and athletic community, not the general public.
The 1980s fitness boom normalized protein: The rise of fitness culture, popularized by figures like Arnold Schwarzenegger, pushed protein supplements beyond niche athletic circles and into the mainstream consumer market.
Low-carb diets expanded the audience: In the 1990s and 2000s, low-carbohydrate diets like Atkins championed protein for weight management and satiety, broadening its appeal to a non-athletic, dieting public.
Technology refined the product: Advancements in food technology, especially the refinement of whey protein in the 1970s, significantly improved the taste, quality, and variety of protein supplements.
Social media cemented its status: The modern era of wellness and social media has positioned protein as a health essential for everyone, with influencers and brands promoting protein-enriched products for overall well-being.
The market diversified significantly: Today's market includes a wide array of protein sources, from traditional whey and casein to a booming plant-based sector, serving diverse dietary preferences.

The Scientific Foundations and Early Uses

Proteins have been recognized and studied by scientists for centuries, though not under their modern moniker. In the 1700s, Antoine Fourcroy identified different types of animal and plant 'albumins,' laying the groundwork for later discoveries. The term "protein" itself was proposed in 1838 by Swedish chemist Jöns Jacob Berzelius, derived from the Greek word for 'primary' or 'of first importance'. Early nutritional research in the 19th century focused on understanding protein's role in building and maintaining the body, driven by the belief that 'flesh makes flesh'. However, this scientific knowledge did not immediately translate into widespread popular consumption of protein supplements.

The Niche Era of Bodybuilding (1950s–1970s)

The commercialization and popular consumption of supplemental protein began in earnest in the mid-20th century, but remained confined to a specific niche for decades.

The First Powders (1950s): The earliest commercial protein powders were concocted by nutritionists like Rheo Blair for bodybuilders and fitness competitors. These early supplements, often based on egg whites or milk protein, were a far cry from the modern, palatable varieties.
Building Momentum (1960s–1970s): The supplement industry saw gradual growth during this period, with companies like Twinlab and Universal Nutrition entering the market. The availability of different protein types and improved processing methods, such as membrane filtration developed in the 1970s, slowly began to improve taste and quality. Despite these advancements, protein supplements were still considered a specialized product for a dedicated athletic subculture.

Protein Hits the Mainstream

The real shift toward widespread popularity began in the 1980s and was propelled by several key cultural and nutritional trends.

Milestones in Protein's Mainstream Takeover

The Fitness Boom of the 1980s: Influential figures like Arnold Schwarzenegger helped normalize and popularize bodybuilding, bringing protein supplements into the public eye. This broader fitness culture moved protein powder from a gym-locker secret to something sold in retail stores for individuals beyond just competitive athletes.
The Rise of Low-Carb Diets (1990s–2000s): Dieting trends like Atkins positioned carbohydrates as the enemy, making protein the hero for satiety and weight management. This expanded protein's appeal far beyond muscle building to a much larger weight-loss-focused audience. The market responded with new products, like Met-Rx's meal replacement powders, which appealed to this broader consumer base.
The Wellness and Health-Conscious Movement (2000s–Present): An overall cultural shift towards health consciousness, fueled by a desire for nutrient-dense and 'clean' eating, solidified protein's place as a wellness essential. The proliferation of social media, with influencers promoting protein-packed recipes and lifestyle content, further accelerated this trend.

Comparison of Protein's Market Evolution


Feature	1950s-1970s	1980s-1990s	2000s-Present
Target Audience	Bodybuilders, competitive athletes	Gym-goers, weight-loss dieters	General consumers, wellness enthusiasts, diverse dietary needs (vegan)
Primary Goal	Muscle building, recovery	Muscle building, weight management	Satiety, weight loss, muscle maintenance, healthy aging
Product Formats	Gritty powders (egg, milk, soy), basic flavors	Refined powders (whey, casein), bars, meal replacements	Smooth powders, shakes, bars, fortified snacks, plant-based options
Flavor/Taste	Often unpalatable	Improved taste and mixability	Wide variety of gourmet flavors, improved palatability
Cultural Context	Niche subculture, limited research	Mainstream fitness boom, low-carb diet popularity	Global wellness trend, social media influence, science communication

The Role of Technological and Market Innovations

Advancements in food science and manufacturing were crucial to protein's surge in popularity. The discovery and refinement of whey protein—once considered a waste product of cheesemaking—created a highly digestible and effective protein source. Innovations in ultrafiltration in the 1970s improved protein quality, taste, and texture, paving the way for the smoother, more palatable shakes of today. The 1990s and 2000s saw a product explosion, with a vast array of flavors and products like protein bars, cereals, and even pancakes incorporating protein. The rise of veganism and plant-based diets has also driven innovation, leading to a huge selection of plant-based protein powders from sources like peas, rice, and hemp.

Conclusion

While the science of protein has been understood for over a century, its rise to popular, mainstream status is a relatively modern phenomenon. The journey from a niche bodybuilding aid in the 1950s to a global wellness staple was not a single event but a gradual process. It was fueled by the visibility provided by the fitness boom, reinforced by the appeal of low-carb diets, and ultimately driven to mass market adoption by a widespread cultural shift toward health consciousness and the influence of modern marketing and social media. Today, protein's popularity shows no signs of slowing down, with continuous innovation and product development meeting an ever-growing consumer demand for health-focused nutritional options.

The Evolution of Protein: Key Milestones

1838: Naming Protein: Swedish chemist Jöns Jacob Berzelius names the substance 'protein,' derived from the Greek for 'primary importance'.
1950s: Birth of the Protein Powder: The first commercial protein powders emerge, marketed to the nascent bodybuilding community.
1970s: Whey Protein Innovation: Advances in filtration technology make whey protein, a former cheese byproduct, a superior supplement option.
1980s: Fitness and Mainstreaming: The fitness craze, led by bodybuilding icons, pushes protein powder onto general retail shelves.
1990s: Low-Carb Diet Surge: Diets like Atkins create a wider market for protein by emphasizing its role in weight management.
2000s-Present: Wellness and Social Media: Health-conscious culture and social media influencers transform protein into a pervasive everyday staple.

FAQs

Question: How did early bodybuilders get their protein before modern supplements? Answer: Before the widespread availability of refined protein powders, early bodybuilders like those in the 1950s relied on less palatable and simpler protein sources, such as egg whites, milk, and concentrated animal proteins.

Question: What is whey protein, and why did it become so popular? Answer: Whey protein is a byproduct of cheesemaking that was once considered waste. It became popular starting in the 1970s and 80s because advances in filtration made it a highly digestible protein source rich in amino acids, perfect for muscle building and recovery.

Question: Did the low-fat diet craze in the 1990s affect protein's popularity? Answer: Initially, the low-fat trend briefly diminished protein's popularity, but it quickly bounced back with the rise of low-carb diets like Atkins, which positioned protein as a healthier, more satiating alternative.

Question: How has social media impacted the popularity of protein? Answer: Social media has played a major role in recent years by fueling wellness trends and showcasing protein-rich recipes from influencers. This has expanded protein's appeal from a niche fitness aid to a widespread health and lifestyle choice.

Question: Is there a difference in popularity between animal and plant-based protein? Answer: The popularity of plant-based protein has risen significantly alongside vegan and vegetarian diets, driven by increased consumer interest in health, sustainability, and dietary alternatives. However, animal-based proteins like whey and casein remain widely popular, particularly among athletes.

Question: When did protein-fortified foods like bars and cereals start appearing? Answer: The market for protein-fortified foods, such as bars, cereals, and shakes, began to expand significantly in the 1990s and exploded in the 2000s as manufacturers capitalized on the growing interest in protein for general wellness and weight management.

Question: What cultural shift most propelled protein into the mainstream? Answer: The shift from protein being a niche product for bodybuilders in the mid-20th century to a mainstream wellness staple was primarily driven by the fitness booms of the 1980s, the rise of low-carb diets in the 1990s, and the pervasive health-conscious culture of the 2000s onward.

Frequently Asked Questions

Before the widespread availability of refined protein powders, early bodybuilders like those in the 1950s relied on less palatable and simpler protein sources, such as egg whites, milk, and concentrated animal proteins.

Whey protein is a byproduct of cheesemaking that was once considered waste. It became popular starting in the 1970s and 80s because advances in filtration made it a highly digestible protein source rich in amino acids, perfect for muscle building and recovery.

Initially, the low-fat trend briefly diminished protein's popularity, but it quickly bounced back with the rise of low-carb diets like Atkins, which positioned protein as a healthier, more satiating alternative.

Social media has played a major role in recent years by fueling wellness trends and showcasing protein-rich recipes from influencers. This has expanded protein's appeal from a niche fitness aid to a widespread health and lifestyle choice.

The popularity of plant-based protein has risen significantly alongside vegan and vegetarian diets, driven by increased consumer interest in health, sustainability, and dietary alternatives. However, animal-based proteins like whey and casein remain widely popular, particularly among athletes.

The market for protein-fortified foods, such as bars, cereals, and shakes, began to expand significantly in the 1990s and exploded in the 2000s as manufacturers capitalized on the growing interest in protein for general wellness and weight management.

The shift from protein being a niche product for bodybuilders in the mid-20th century to a mainstream wellness staple was primarily driven by the fitness booms of the 1980s, the rise of low-carb diets in the 1990s, and the pervasive health-conscious culture of the 2000s onward.