Protein's moment: What it means for chicken
Consumers chasing high-protein diets aren't simply following a trend. They're responding to decades of nutrition science finally converging with updated federal guidance.
Protein's current visibility traces back through decades of low-carbohydrate diet trends — from Atkins in the 1970s to Keto in more recent years — that primed consumers to prioritize protein long before it became a marketing buzzword, Amber Pankonin, RDN, an award-winning nutrition educator and chef, explained July 29 at the 2026 Chicken Marketing Summit.
"Protein has been the focus for a very long time," she said. "It's always been important."
Beyond muscle building
That renewed focus goes well beyond muscle building, Pankonin said.
Protein supports immune function, oxygen transport, fluid balance, skin and wound healing, and satiety — the last of which ties directly into the growing use of GLP-1 medications.
"Consumers aren't just waking up in the morning" looking for a set gram target, she explained. "They're looking for outcomes."
USDA guidance raises the bar
Updated U.S. Department of Agriculture (USDA) dietary guidance now recommends 1.2 to 1.6 grams of protein per kilogram of body weight. This is well above the longstanding recommended daily allowance (RDA) of 0.8 grams per kilogram, which Pankonin noted was designed only to prevent deficiency, not to support optimal health.
For a 150-pound person, that shift translates to roughly 80 grams of daily protein versus 50 grams under the older standard.
"The RDA was meant to prevent deficiency," she said. "It was not necessarily for optimal protein intake."