While many Americans today reach for protein bars and Greek yogurt thinking they’re following the latest health trend, their obsession with protein actually stretches back more than 150 years.
America’s protein obsession isn’t a modern fad—it’s a 150-year-old dietary fixation that continues reshaping how we eat.
The protein craze began in the 1860s when scientist Justus von Liebig started marketing high-protein products to consumers. His beef extract was produced in Argentina and shipped around the world during this same period.
This early protein marketing coincided perfectly with America’s expanding meat industry, creating a powerful connection between protein and animal products that still influences eating habits today.
For most of the twentieth century, protein remained mainly popular among athletes and bodybuilders seeking better performance. The 1920s brought exciting discoveries about vitamins and micronutrients, but protein consumption stayed focused on fitness enthusiasts counting their daily grams.
Everything changed in the 1990s and early 2000s when researchers discovered protein’s secret weapon: weight loss. Studies showed that eating more protein could help people manage their weight more effectively.
This scientific breakthrough transformed protein from a niche athletic supplement into a mainstream dietary strategy for millions of Americans. Americans now consume 23% more calories in 2010 than they did in 1970, reflecting broader changes in eating patterns alongside the protein trend.
The numbers tell an amazing story of changing food preferences. Since 1970, chicken consumption more than doubled to nearly 48 pounds per person annually by 2014, while beef consumption dropped by more than one-third.
Chicken officially became America’s favorite meat, averaging 2.1 ounces per person daily compared to just 1.7 ounces of beef.
Dairy products experienced their own dramatic transformation. While milk consumption plummeted 42 percent from 1970 levels, cheese consumption nearly tripled to almost 22 pounds yearly per person.
Perhaps most impressive was yogurt, which skyrocketed an incredible 1,700 percent from practically nothing in 1970 to 1.2 gallons per person annually by 2014. Recent national health data shows that dairy intake decreased notably among US adults from 2010 compared to earlier periods, continuing this ongoing transformation.
Plant-based proteins also gained momentum during this period. Legume, nuts, and seeds consumption increased markedly, with plant protein rising from 5.38 percent to 5.76 percent of total energy intake between 1999 and 2016.
This centuries-long evolution shows how America’s protein obsession continues adapting while maintaining its powerful grip on dietary choices. Successful adaptation to dietary changes requires the same disciplined approach that professionals use when developing consistent long-term strategies.
