Proteinmaxxing shows a ‘meaningful shift’ in how Gen Z takes supplements versus baby boomers, new survey shows

Nowadays, you can find protein in pretty much every section of American grocery stores—beyond the typical meat aisle. Thirsty? Protein shakes and soda are on the shelves. Hungry? Aisle 20 has got all your meals covered with protein cereal, coffee, chips, and even mac n cheese. 

With all that proteinmaxxing, younger Americans might seem like a generation that is obsessed with supplements, but new data complicates that picture. Adults under 30 are less likely than other age groups to take supplements for their health, according to a new Pew Research Center survey. 

However, one supplement breaks that pattern: protein. Thirty-seven percent of adults ages 18 to 29 take protein supplements such as powders, drinks, or bars, compared to 23% of Americans 65 and older. This divide raises a bigger question about what taking a “supplement” looks like when protein is also showing up in everyday foods and drinks.

Young Americans may not be abandoning wellness so much as changing how it fits into their everyday lives. 

“We’re seeing a meaningful shift in how younger consumers engage with wellness and functional ingredients,” Scott Dicker, senior director of market insights at consumer data firm SPINS, told Fortune. While older generations have tended to prefer........

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