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Protein demand is surging: 61% of U.S. consumers increased intake last year, new Cargill research shows. The $114 billion category is swelling as high‑protein drinks jumped 122% since 2020 and chains like Starbucks and Smoothie King add options; PepsiCo says protein is a growing focus. Dietitians cite protein’s role in bones and muscles but warn wellness culture often overshoots needs and recommend whole foods over supplements. Consumer Reports found unsafe lead levels in over two‑thirds of 23 powders and shakes tested. Experts suggest roughly 0.8 g/kg body weight and at least 20 grams per meal.

Prepared by Olivia Bennett and reviewed by editorial team.