New U.S. dietary guidelines put protein first—but brands already shifted gears
New dietary guidelines for Americans have sparked discussion by placing protein-rich foods like meats, eggs, and whole dairy at the top. The recommendations also revive debate around saturated fats, echoing past controversies over processed meats and alternatives. Meanwhile, consumers have already been shifting toward healthier eating habits for years.
Over half of Americans now prioritise health when choosing what to eat. This trend has pushed food companies to adapt quickly. Brands like Nestlé, Danone, and Coca-Cola have cut sugar, salt, and fat in their products while expanding organic, plant-based, and ‘free-from’ options. Others, such as PepsiCo and Kellogg, have introduced smaller portions, clearer nutrition labels, and marketing focused on sustainability.
The demand for healthier foods has also led to protein-enhanced products hitting the shelves. Starbucks now offers cold foam with added protein, while pancakes and cereals are being reformulated to boost their protein content. These changes reflect a broader preference—76% of Americans would rather use food than prescription medication to support their health. Despite the new guidelines, grocery stores may not see immediate changes. However, companies are watching consumer trends closely. Kraft-Heinz, McDonald’s, and Unilever have already adjusted their strategies to match the growing appetite for healthier, more transparent food options.
The updated dietary guidelines align with a shift that was already underway. Consumers have been choosing healthier foods for years, and major brands have responded by reformulating products and expanding health-focused lines. While the impact on stores may take time, the trend toward protein-rich, nutrient-dense foods is likely to shape future offerings.
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