Protein's Future in America (Part 1)

Gone are the days when protein powders, shakes, and bars dominated store shelves as the only non-animal or plant-based options for protein intake. Over the past few decades, protein-rich foods have soared in popularity as it seems like everyone is fixated on protein. But as Americans continue to prioritize this nutrient staple, many are asking an important question: Are we overdoing it?

To address this question, we need to consider it from every angle: individual, environmental, and holistic.

Studies indicate that some individuals might be overdoing it, particularly males aged 19 to 59. The Dietary Guidelines for Americans states that average adult males in this age range should consume 0.8 grams of protein per kilogram of body weight. That would equate to 60 grams of protein per day for someone who weighs 165 pounds. About 30% of American men aged 19 to 59 exceed that recommendation, according to CDC survey data.

What’s intriguing about the high-protein intake among those exceeding dietary recommendations is that it’s driven almost entirely by animal-based protein. Although Americans and Canadians consume more protein per day than any other region in the world, these populations eat the least amount of plant-based protein. So, what’s making up the difference? Animal-based protein.

Simply put, American adult males are eating a lot of meat, poultry, and eggs, and not a lot of seafood, nuts, or seeds.

This brings us to the environmental impact of protein. Producing animal-based protein often has a significant negative environmental impact, requiring large quantities of chemical fertilizers, feed, land, and water, while also releasing methane into the atmosphere. The carbon footprint for producing some meats, such as beef and lamb, tower over non-meat alternatives or even producing more sustainable animal products, such as chicken and eggs.

Consumers and manufacturers have taken note, leading to a rise in plant-based offerings and formulations. However, a key concern is that these formulations prioritize protein but often lack other important nutrients such as calcium, potassium, magnesium, zinc, and Vitamin B12.

So, let’s return to the original question: Are we overdoing it?

The answer is no. Well, not if we take a holistic view of protein. While protein is often linked to meat and its environmental consequences, the two are not synonymous. Protein comes in many forms, is essential for a wide range of diets, and is a key ingredient in countless superfoods. In response to plant-based formulations that may lack other nutrients, mentioned above, a growing number of consumers are adopting a flexitarian diet—consuming a balance of plant-based options with meat and dairy to ensure adequate levels of protein intake. This shift is seen as a healthier lifestyle choice that also supports environmental sustainability.

Remember when I mentioned the rise in protein-rich foods? I’m here to tell you that trend isn’t over. In fact, it’s not even close to its peak. Why? Because for many people, particularly the aging population, higher protein diets aren’t just a trend; they’re essential.

Scouting Report

Let’s start with some figures illustrating the growth of America’s older population. It’s probably no surprise to you that the number of Americans aged 65 and older is expected to rise significantly in the coming decades. But here’s a statistic that might catch your attention: between 2020 and 2040, the population of Americans aged 65 and older is projected to grow by roughly 40%, increasing by about 22 million people.

And if that doesn’t seem staggering, consider this: the number of Americans aged 85 and older is projected to soar by 185% between 2020 and 2060.

Why does this matter when discussing protein intake?

First, a growing aging population represents expanding market potential. Additionally, as we age, our bodies require more protein to maintain muscle mass and overall health. Dietary guidelines suggest that adults over 40 should consume 75-90 grams of protein per day for a person weighing 165 pounds, which is more than the 60 grams recommended for younger adults. However, research shows that individuals aged 71 and older consume far less protein than younger generations. About 50% of women and 30% of men in this age group fail to meet their recommended protein intake. Remember, this is the stage of life when protein is most essential.

In my opinion, three key factors related to the aging population will continue to drive the demand for protein-rich diets in the years to come.

1) Unfortunately, Alzheimer’s is on the Rise

Around the world, someone develops dementia every 3 seconds. In the U.S. alone, nearly 7 million people are currently living with Alzheimer's, the most common form of dementia, a number expected to double by 2050. Doctors and scientists everywhere are looking for treatments and prevention techniques. While there is no cure for this devastating disease, certain lifestyle changes can help those with Alzheimer's and those hoping to avoid it. Protein plays a crucial role in this conversation.

The very first bullet on the Alzheimer’s Association page for Food & Eating Nutrition Tips states, ‘provide a balanced diet with a variety of foods. Offer vegetables, fruits, whole grains, low-fat dairy products and lean protein foods.’

There is increasing evidence that lean protein, or protein sources with minimal fat content, can play a critical role in the diets of those with Alzheimer's or at risk of developing it. Incorporating sources like chicken, turkey, fish, and plant-based proteins helps protect against the disease and improve performance of cognitive tasks.

2) There is a Desire for Longevity

The publication and popularity of longevity-focused books such as Outlive by Peter Attia, Lifespan by Daniel Sinclair, and How Not to Die by Michael Greger MD highlights the growing interest in finding ways to slow the aging process. When asked about the foods he recommends and personally incorporates into his diet, Dr. Frank Lipman, a specialist in functional and longevity medicine, shared:

“I tend to eat a low sugar, low carbohydrate, high protein diet. I’m a little bit obsessed with getting enough protein in my diet, so that’s my focus.”

As more people look to live longer, healthier lives, protein will continue to play a central role in their diets.

3) Muscle Mass Decreases with Age

A condition of age-related muscle loss, known as sarcopenia, is a growing concern around the world. Currently, more than 50 million people suffer from sarcopenia and this number is projected to exceed 200 million in the next 40 years. As the aging population grows, sarcopenia will impact the lives of many older adults.

Yet, studies show that combining protein-rich diets with regular exercise can help combat its effects, preserving mobility and independence. According to the Cleveland Clinic, "When paired with regular exercise, eating a healthy diet can also help reverse the effects of sarcopenia. It’s especially important to increase your protein intake through food or supplements."

Similar to Alzheimer’s prevention and longevity-focused diets, strategies for mitigating sarcopenia highlight the importance of protein, increasing the demand for this key nutrient as the aging population continues to grow. As we continue to navigate the evolving landscape of nutrition that prioritizes individual health, environmental impact, and human longevity, it's clear that protein will remain a cornerstone of modern diets.