Every food commercial, advertisement, and packaging in the US is currently protein obsessed. I just bought 3 burritos, and the most noticeable thing on the entire package is its protein content. TV commercials about waffles are advertising that they have X amount of protein per serving. The products in my jobsite’s vending machine have protein all over every package.
Did America have a protein thing recently?
Actually one of the biggest problems that Americans and Europeans have when it comes to obesity is high carb diets. Compared to carbohydrates, protein helps keep you feeling fuller, longer. So higher protein diets would absolutely have an impact on fixing that problem.