Protein has moved from the gym bag to the grocery aisle. Once the preserve of bodybuilders and fitness obsessives, high-protein eating has gone mainstream, amplified by social media, celebrity endorsements, and a booming market of fortified yogurts, drinks, and snacks. In this episode, we explore why protein now commands more attention than fiber or whole grains, how weight-loss drugs and fears of muscle loss are reshaping appetites, and why food companies are racing to load protein into everything they sell. As sales surge and supermarket shelves fill, the story asks whether this fixation reflects genuine nutritional need—or the latest cycle in our search for a dietary silver bullet.

https://www.economist.com/business/2025/03/06/catering-to-protein-rich-diets-is-a-tasty-business