This post was inspired by this short but informative podcast episode.
The protein craze. Is it a fad, or is it here to stay?
Why is everything from your Starbucks drink to your popcorn now suddenly enhanced with extra protein?
And, at what point does “protein-enriched everything” cross from health innovation to blatant overcorrection?
With 61% of Americans increasing their protein intake last year, cottage cheese sales up 20%, and Starbucks rolling out drinks with up to 36 grams of protein, this isn’t just a trend—it’s a seismic shift in how we eat.
A few fast facts:
A cottage cheese shortage is currently happening across the country.
Starbucks now officially sells protein lattes and protein cold foams (15–30g of protein).
57% of consumers now actively check labels for protein content.
8.3% of new food launches this year make a protein claim (up from 4.6% in 2020).
Why is this happening?
GLP-1 weight-loss drugs have created a wave of consumers who need nutrient density in smaller portions.
Protein is strangely the only macronutrient that’s never been villainized—it carries a very powerful cultural “health halo”.
Celebrity influence is massive and very real. Khloé Kardashian just launched a protein popcorn brand, and Zac Efron is promoting protein-rich oatmeal.
Gen Z and Millennials are driving the high-protein lifestyle, not just at meals but in snacks, drinks, and desserts.
Brands are scrambling to reformulate everything, from mousses to pizza, to meet legal “high protein” thresholds.
But, here’s the thing most people aren’t talking about yet:
We’re already seeing early signs of the pendulum swinging back—this time toward fiber and carbs.
The #fibermaxxing trend is taking off on social media. (It’s ironic that we need a name for something as timeless as fiber.)
Over time, people will need to detox from chronically high protein intake—especially from ultra-processed “health” foods—that overloads digestion, burdens the liver, taxes detox pathways, and sidelines fiber’s critical role in hormone balance, gut health, and detoxification.
Protein isn’t going away, but the next era won’t be about protein. It’ll be about rebalancing the plate.
So… is this protein boom a fad or a new lasting foundation of the American diet?
My bet: fiber and carbs are about to have their moment.
What do you think? Will the pendulum swing back to fiber and carbs (as it should), or is the protein era here to stay? Let me know in the comments.
And, if you have any other questions or comments, don’t hesitate to ask me any time in my weekly Q&A in my paid subscriber channel. If you’re not a paid subscriber, sign up below.
If you found this helpful or thought-provoking and want to support my writing, here’s how you can help:
Tap the heart so that I know it resonated
Leave a thoughtful comment—I read and appreciate every one!
Forward to a friend who might need to hear it
Share it with your community on Substack Notes, Instagram (tag @meghanswidler), or LinkedIn (and tag me there too!)
Upgrade to a paid subscription below to support deeper work like this
Your support helps me continue creating content that empowers, educates, and liberates. I appreciate it more than you know.
Ready to cleanse your body, transform your health, and upgrade your life?
Take my free Detox Phase Quiz to uncover your physical symptoms you’re currently experiencing and to find out where to start your cleansing journey based on your body’s current needs.
Then, explore The Cleanses — a series of powerful digital cleanses that will guide you through a transformative detox journey towards optimal health and vitality, step by step. Whether you’re a total beginner or feel ready for deeper cleansing, these programs are designed to help you feel like your radiant, vibrant self again.
If you’re ready for a deeply personalized, high-touch experience, I currently have 2-3 spots open for new VIP coaching clients. This is for you if you want a highly customized plan, 1:1 support and guidance, and real accountability to help you heal on every level—physically, mentally, emotionally, spiritually, and energetically. Want to know what it’s like to work with me? Read 50+ client testimonials and see for yourself. I’d love to connect with you.
Would you prefer to connect in person? I’d love to meet you. Come watch me speak at Eudemonia Summit this coming November 13–16. Reserve your spot below, and use code MEGHAN20 for 20% off.
So spot on. People see a packaged food labeled as “protein” and they think they’re putting something good in their bodies. ☹️
Definitely think we’ll see a resurgence of plant based and higher carb in the future though! Esp with the increases focused on gut health that seems to be emerging.
Nice job, Meghan! I do prioritize protein, but it has definitely gotten out of control.