Why is protein all over the place now?

During a recent trip to the grocery store, I noticed something strange. The word "protein" appeared to be shouted from every aisle. Chips boasted about it, biscuits promised it, and even bottled water said it had it. The same thing happens when you scroll through Instagram: endless loops of protein bowls, coffees, and pancakes. A once-quiet vitamin on the food pyramid has somehow evolved into a lifestyle statement.The figures support it as well. According to Fortune, the global market for protein supplements is worth over $25 billion and is expected to expand by around 8% annually. Seven out of ten Indians are not getting enough protein each day, according to surveys conducted by the India Council of Medical Research (ICMR), which is part of the National Institute of Nutrition (NIN), in a country where traditional diets are frequently high in carbohydrates. However, in metropolitan areas, protein has emerged as the health guru, touted as the solution to everything from improved skin to weight loss.LUSE BRITTANY, BYLINE: The present fixation on protein in our culture has been on my mind a lot lately. Many Americans are looking for ways to increase their protein intake, even though many academics and doctors believe that most Americans currently get more than enough protein each day. Protein is currently being promoted on ice cream pints, candy bars, and pancake mixes. When you give it some serious thought, it's kind of annoying.

SUMMERS: In a recent episode of It's Been A Minute, Brittany studied and investigated this phenomena. The NPR podcast explores some of the most significant cultural events and explains the significance of these trends. Brittany gave me further details on why it seems like so many brands and people are promoting this macronutrient these days.LUSE: Alright, so protein is undoubtedly emphasized as a way to lose weight and build muscle, so it's now well-liked by almost everyone wishing to alter their body composition. However, there are two additional fascinating cultural developments surrounding protein. First, Samantha Maxwell, a food writer, pointed out that protein is one of the only macronutrients that hasn't been maligned. Consider fat or carbohydrates, for example. You go back to the Atkins low-carb fad of the 2000s or the low-fat diets of the 1990s. However, protein has never really had a "bad reputation."