By Brianna Smith
The latest version of the U.S. Dietary Guidelines has essentially flipped the old food pyramid on its head, placing protein, dairy and healthy fats at the top alongside fruits and vegetables.
While you and I may not be changing our diets much because of the update, that doesn’t mean the broader food system won’t. Federal food programs — including school lunches and the military — will now base their purchases and meal planning on these new guidelines. This means no more “meatless Mondays” and more whole milk options in schools.
Anyone who has stepped foot in a grocery store, visited a restaurant or spent time scrolling social media over the last few years has seen it: protein is the hot topic.
Countless restaurant chains now offer higher-protein options. Many fast food and quick-serve brands that once leaned heavily into plant-forward messaging are now promoting protein right on the menu. Even coffee shops are offering new protein drink options.
In the grocery store, protein has become front and center for everyday pantry staples — cereals, granola bars, pancake mixes and even pasta.
According to a survey from the International Food Information Council (IFIC), more than one in three consumers increased their protein intake during the last year. High-protein diets also remained the most cited eating pattern among Americans for the third year in a row.
The IFIC survey found something else that stood out: for the first time, consumers are using “good source of protein” claims as the primary way they define what constitutes a healthy food.
Among the 3,000 adults surveyed, the most preferred sources of protein included meat and poultry (65%), eggs (62%), fish and seafood (48%), dairy (41%), and beans, peas and lentils (40%). Taste was the top factor consumers considered when choosing a protein source, followed by price, healthfulness and convenience.
With protein now taking center stage in both consumer behavior and federal guidance, I caught up with leaders in the pork and dairy industry to hear what the updated dietary guidelines mean for them.
“The dietary guidelines were announced in 2026, but our work on this has been ongoing for the last four to five years,” said Bryan Humphreys., chief executive officer of the National Pork Producers Council. “In years past, the conversation was often focused on encouraging people to reduce meat consumption and eat more plant-based foods. While we love our brethren in agriculture and the plant sector, and we certainly want to support them, the reality is that nutrient-dense protein, like pork, is valuable for a human diet. So it’s a big win from the Administration, but also from all the science and research that’s been done by agriculture on the value of meat as part of a diet.”
At the Ohio Dairy Producers Association annual meeting, Katie Brown, president of National Dairy Council (NDC) and a registered dietitian, shared that the new guidelines call for 1.5 to double the amount of protein previously recommended. Dairy is now impacted by many of the new guidelines, including consuming dairy, eating high protein, and incorporating healthy fats in the diet.
Social media and the rise of GLP-1 medications have been two major drivers behind the growing focus on protein.
GLP-1 medications, which were once primarily prescribed for diabetes, have become mainstream. Even the Super Bowl featured advertisements for GLP-1 medications, including one starring athlete Serena Williams.
For those taking GLP-1s, eating higher-protein foods is especially important to help retain muscle mass. These medications can significantly curb appetite, meaning when users do eat, the goal is often nutrient-dense foods. Protein also helps people feel full longer.
For those in the livestock industry, the growing demand is welcome — and it is increasingly backed by both consumer behavior and federal guidance.
