Protein takes priority as consumers focus on health
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Protein is having a moment and it's time to celebrate.
Government recommendations for consumption of various food types and even how these foods are processed have changed, with newly released guidelines prioritizing animal protein at every meal.
In a Jan. 7 announcement by U.S. Health and Human Services Secretary Robert F. Kennedy Jr. and U.S. Secretary of Agriculture Brooke Rollins, consumption of "ultra-processed foods" is being discouraged in favor of minimally processed foods that are lean and high in protein with "clean labels."
"These guidelines return us to the basics," Kennedy said. "American households must prioritize whole, nutrient-dense foods — protein, dairy, vegetables, fruits, healthy fats and whole grains — and dramatically reduce highly processed foods."
In addition, approximately 12% of U.S. adults are using or have used GLP-1 drugs like Ozempic and usage of these drugs is expected to increase as drug costs decline. By 2030, GLP-1 users will represent 35% of U.S. food and beverage sales, according to new research from Circana.
These drugs are driving a reduction in calorie intake while pushing consumers toward healthier food choices, including increased consumption of poultry and other animal proteins.