January 2, 2026

Protein is no longer just a sports nutrition category. It’s quickly becoming a daily baseline for modern nutrition especially as weight management, metabolic health, and appetite control remain at the center of consumer priorities and that’s where the category runs into a hard truth: People don’t quit protein products because they don’t believe in protein. […]

The protein category has a trust problem and it’s not about protein content anymore. It’s about what consumers worry might be along for the ride: heavy metals like lead, cadmium, and arsenic. As high-protein products become daily habits, “tiny risks” feel bigger. And when consumers rely on powders, bars, and ready-to-mix formulas every single day,