Op-Ed: Proteinmaxxing: What it Means for Agriculture
By Colter Brown, October 23, 2026
Proteinmaxxing is a trend sweeping through Generation Z, gaining traction on social media platforms. But what is it, and how does it impact agriculture?
Understanding Proteinmaxxing
Proteinmaxxing refers to the practice of consuming a significant amount of protein at every meal and even in snacks. While the trend might seem new, data suggests a growing interest in protein-rich diets among Americans.
The Numbers Speak for Themselves
- Increased Protein Intake: In 2015, 54% of Americans aimed to consume a specific amount of protein, rising to 70% by 2025.
- Increased Availability: Per-capita availability of red meat and poultry increased from 211.2 pounds to 228.8 pounds per person between 2015 and 2026.
Animal Protein Sources:
- Chicken: The biggest winner, with a 16.5-pound increase per person.
- Beef: Second highest increase, rising from 54.4 pounds to 60 pounds per person.
- Pork: Relatively steady at around 49-50 pounds per person.
- Turkey: Declined from 15.8 pounds to 13.6 pounds per person.
The Whey Protein Story:
One notable side effect of this increased demand for protein is the rise in whey protein, a by-product of cheese-making, highlighting the interconnectedness of food trends and agriculture.
Remember that these trends have significant implications for the agricultural sector, shaping demand and influencing production practices.