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Congratulations, you’ve discovered the nature of advertising.
A while back during the gluten-free craze my laundry detergent proudly had “gluten-free” on the packaging.
EDIT: I learned it’s possible for plant-based detergents to have contact with gluten, so for those with zero tolerance it can be a concern.
So while it sounds insane for detergent to label itself gluten-free, for people with severe gluten sensitivity toiletries, cosmetics, and other non-consumable items can still cause them symptoms with exposure, or so I've been told by someone I know with gluten intolerance. Whether this is an exaggerated concern or not, there is demand (albeit small) for such products.
I stand corrected.
The detergent I used was supposed to be eco-friendly so its target audience might be looking at plant-based cleaners.
I only just found out that I have a severe gluten intolerance, but not coeliac.
My wife and I used to make fun of all the random products that had GF labels, but now we understand the reason for them. There’s so many household items that just contain gluten as a thickening or binding agent and the labels are actually a huge help.
My dog shampoo proudly states that it has not been tested on captive animals.. so I'm left wondering if they've tested it on free animals, or if I should think twice about using it on my dogs.
Animal testing typically involves injecting chemicals or rubbing directly into purpose-made abrasions or the eyes of animals. It is MUCH more brutal than it sounds.
Im sure they washed dogs with the final formula.
Or they're taking the approach of software companies nowadays: don't test, just make the users test in production
I just had a great mental picture of some scientists chasing down and tackling a wild dog to try and shampoo it.
From Celiac.org
Do I have to use special gluten-free soaps, shampoos and lotions if I have celiac disease? Can gluten be absorbed through the skin?
No. Gluten cannot be absorbed through your scalp or skin. It must be ingested to affect those with Celiac disease.
https://celiac.org/2016/05/20/9-questions-about-celiac-disease-answered/
As a vegan, it's annoying. This obsession makes everyone concerned "where I get my protein."
But no one seems to track their fiber, sodium, iron, riboflavin, etc. and would be miffed if I constantly asked people about it.
“Oh, I’m good on protein intake. Thank you. But now that you mention it: I have been wondering how to bring up my concern for your possible riboflavin deficiency…”
Beans. The answer to all of the above is beans.
Fiber was the latest crazy a long time ago.
Remember Colon Blow? https://youtu.be/Ku42Iszh9KM
It turns out the answer is realy very long, but it's a hell of a ride. https://www.youtube.com/watch?v=K35FtbuyTh4
TLDW:
It's a right-wing grift. The Leftist Cooks argue that carnivore and “protein-maxxing” diets are not about health; they’re tied to masculinity, control, grift, and far-right politics. They use figures like Jordan Peterson and the Liver King to show how restrictive meat-heavy high protein diets can become symbols of power, identity, and pseudo-scientific authority.
The broader argument is food is never just food. Dietary choices can carry cultural meaning, political signaling, and ideological pressure, and that high protein culture is part of a larger ecosystem that can normalize authoritarian, anti-science, and anti-egalitarian thinking.
The video is excellent though. It's basically a miniseries on the various causes and effects of this and it's incredibly well put together, even if it is 6 hours long. 😱
i assumed it was the popularity of gym culture moving into every day life
I also think this is it. I have a couple of friends that buy these kind of products, and they are also the only gym goers I know. So for my tiny sample it's an absolute one to one correlation.
GLP-1, Ozempic or weightloss drugs.
heres a youtube video about it: https://www.youtube.com/watch?v=l4y3r5vyac8
havent watched it. this discussion just popped up in another forum a few hours ago.
probably something about the lower calories intake while still getting enough proteins or smth like that.
It's this, the weightloss drugs. Protein AND fiber products are being pushed everywhere.
Fiber atleast you cant get too much of, and the majority of people don't get enough to begin with.
Macho culture -> bulking-> protein
Lmfao at this whole thread of nonsense answers.
It's not a weird obsession.
If you want to be muscular, then you need to eat a lot of protein.
If you want to be muscular and have a low body fat percentage, then you need to eat a lot of protein, and eat a lot of protein / calorie you eat.
If you're old and want to slow down how quickly your muscles waste away to maintain your physical health, you need to eat a lot of protein.
And protein is generally one of the more expensive parts of food, so companies constantly try and cut back and replace it with carbs and sugar instead... All leading to people seeking out food with high protein content
Agreed, although I'll add a few things. Protein has a much higher thermic effect of food (TEF), meaning your body expends more energy processing it. Protein and carbs both contain around 4 calories/gram and fat around 9, but TEF is roughly 20–30% for protein, 5–10% for carbs and 0–3% for fat. In other words, your body burns roughly that percentage of the calories from each just processing them.
More importantly, protein supplies the amino acids your body needs to maintain and rebuild muscle; carbs can't substitute for the essential amino acids you have to get from your diet. That's particularly useful during a caloric deficit, when you're trying to lose fat while preserving muscle, and as you get older and age-related muscle loss becomes a concern.
Protein also tends to be more satiating than carbs or fat and affects appetite hormones like ghrelin, GLP-1 and CCK. So while there's no magic number of calories that adding protein will make you eat less, the evidence supports protein making it easier to feel satisfied on fewer calories.
https://pubmed.ncbi.nlm.nih.gov/32768415/
https://pubmed.ncbi.nlm.nih.gov/8878356/
So protein helps you maintain muscle, makes you feel fuller per calorie, and costs your body more energy to process. There are pretty good reasons people trying to lose fat, build/maintain muscle, or stay healthy as they age to seek out higher-protein foods. The marketing obsession didn't come out of nowhere, even if companies take advantage of it by plastering the protein content across the front of the package while leaving things like carbs, saturated fat, and total calories much less prominent.
It’s a weird obsession because people are trying to eat significantly more than they need.
People misunderstood grams per kilogram and just switched it to grams per pound without actually converting units
Influencer slop. That's literally it.
Marketing & the obsession of a healthy lifestyle promoted by influencers.
If you want to build muscles you need proteins. => You need proteins to build muscle.
But also if you want to lose weight, you have to reduce carbs and eat more proteins. => Your body needs more energy to break down the proteines and convert it to energy than for carbs and fats=> You feel full longer & "burn" more calories when digesting.
Unfortunately, people don't realize that fibers are more op than proteins. And just eating proteins how some influencers are promoting is kinda BS for your longterm digestive system. => TLDR eat beans over just meat. Also, look forward to the high fiber fad that is about to be started.
It's the prevalence of drugs like Ozempic. They cause people to eat a negative calorie diet so it's very important that they keep their protein intake at or above their requirements. If they don't, they will lose muscle at a dangerous rate.
Pretty sure these drugs are just creating huge heart health problem we'll see in the future.
A lot of Americans have been convinced lack of protein is why they keep gaining weight and aren't muscular. Testosterone is in a similar position. These can be concerns for people who are low in them, or for people struggling at high levels of fitness. But it's largely just influence from diet influencers repeating gym bro advice.
There's also a straight line between bro culture, testosterone supplements, and fascism
Because you can slap on a '30g protein' label on junk food and charge double for it
A lot of people have gone on GLP-1's recently. You're advised to eat a lot of protein when you go on those.
It's got what plants crave.
The US secretary of health, RFK Jr., pushes an uptake in protein as part of his "MAHA" - "Make America Healthy Again" - messaging. See example tote bags for an event here.
It's the reason you can buy protein poptarts.
It's the fad of the day (decade).
If you look closely, you might start seeing "high in fiber!" creeping in. You know how the last ten years there were articles about how Americans don't eat enough fiber? Well, now fiber is the new selling point...
Interesting question and answers here. The GLP1 stuff makes sense.
They don't tell you about the bioavailability of the proteins though. Waffles or plants among others don't get utilized by the body as well as protein from meat or whey.
This thread rightly points out all the excesses of capital-fueled social trends.
Less mentioned is that a higher protein breakfast ~20-30g vs traditional carb-heavy breakfast is actually helpful for more stable morning energy (less sugar crash), cognitive clarity, and reduced snack cravings especially later in the day. Search any of your reputable health sources and you'll likely find something to that effect. I don't believe it's particularly disputed at this point.
There have been a bunch of great answers already, but I'm not seeing one important factor: soy farmers. Soy is one of the cheapest sources of protein, and there's a lot of it grown, so the soy lobby is always trying to push new uses for it.
I buy PROTEIN-packed twinkies to grow humongous MUSCLES so my mom knows that I have SEX with many ladies and I want everyone to rest assured that I am a big HETEROSEXUAL man in my Thunderfalconcougarbird
It's not entirely pseudoscience. I imagine a lot of people don't normally get the recommended 1.2g per kg per day https://examine.com/guides/protein-intake/
That seems high per https://www.mayoclinichealthsystem.org/hometown-health/speaking-of-health/are-you-getting-too-much-protein
Which quotes 0.8 g/kg
