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Trunal Sahuji
इस खबर को सुनने के लिये प्ले बटन को दबाएं।
Protein used to be the domain of bodybuilders and gym rats. Now, it’s everywhere. According to recent data, younger people—especially those from Generation Z—are emphasising high-protein diets more than previous generations. Meanwhile, brands and food makers are pivoting hard into “protein-rich” positioning.
This shift is no accident. It reflects a convergence of health trends, social media influences, lifestyle changes and even broader wellness culture evolving post-pandemic.
1. Social media and wellness culture
Gen Z uses social platforms to track fitness, diet and health info—often influenced by wellness influencers. A recent survey found that around 72% of Gen Z adults said they turn to social media for health guidance—and many note “high protein” as a key diet descriptor.
2. Fitness & functional nutrition
It isn’t only about bigger biceps anymore. Protein has become linked not just with muscle, but with recovery, metabolism, weight-management and even longevity. Wellness narratives emphasise whole-body benefits.
3. Broader product innovation
Food companies are responding. From protein-fortified bread and biscuits to plant-based alternatives, protein is being embedded in everyday foods. Brands realise that “high-protein” is now a value proposition, not just a niche.
4. Ethics, sourcing and values
For Gen Z especially, it’s not just “how much protein” but “which kind, and where it comes from”. Plant-based proteins, clean labels, sustainable sourcing appeal strongly.
What’s changing in daily behaviour
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Many young people now prioritise foods labelled “high-protein” when choosing meals.
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Breakfasts have shifted: protein-rich smoothie bowls and yoghurt options are replacing traditional cereal.
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Snack categories are evolving: protein snacks, ready-to-drink shakes, bars and plant-based options are gaining traction.
