Protein: The Trendy Macronutrient Marketers Are Using to Sell Ultra-Processed Foods

From protein bars to high-protein cookies, Americans are eating more processed foods with added protein—all in the name of health.

Ultra-processed foods are touting added protein to lure in health-conscious consumers. Illustration by The Epoch Times, Shutterstock

Protein is the hero nutrient of the moment. Walk around the grocery store, and you'll see high-protein labels on everything from cookies and pasta to cereal and bagels. High-protein lattes are popping up at popular coffee chains. Even the beverage cooler could be in for a makeover: High-protein water is already available online and at big box stores.

According to the Centers for Disease Control and Prevention, most American adults are hitting the recommended daily allowance for protein. However, since 79 percent of us aren’t sure how much protein we actually need, we’re often susceptible to marketing and social media trends that encourage higher protein consumption. The result is a $117 billion global industry spurred by “increasing demand for healthy meals” and snacks that support fitness, weight management, and overall wellness—traits increasingly attributed to protein.