Young people are in their protein-obsessed era. According to YPulse’s Food Shopping and Trends report, “high protein” is the number one grocery label that makes 13-39-year-olds more likely to buy something. Gen Z and Millennial consumers are fully buying into the protein craze, driven by the pressure to achieve a new body ideal: not just thin, but “skinny-toned”—lean with visible muscle definition. Protein-packed foods—from Khloé Kardashian’s Khloud popcorn to Ballerina Farm’s top-selling protein powder—are flooding their feeds, and searches for “high protein” shot up over 40% on Google and TikTok between 2024 and 2025, according to research market firm Spate. Weight rooms are replacing treadmills as Upstart brand Good Culture reports a downsize in Google searches for cardio. Popular creators known for their fitness advice are also doubling down, pushing protein as a non-negotiable for anyone chasing a “skinny-toned” physique. (Bustle)
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