Individual Presentation: The Protein Predicament

Protein has emerged as the dominant macronutrient of the decade, driven by advances in nutrition science, evolving consumer health priorities, and cultural forces shaping the modern food environment. Yet this rising demand masks a complex and underexamined challenge: the “protein predicament.” This predicament reflects a convergence of scientific uncertainty, physiological constraints, inequitable access, market confusion, and formulation hurdles that create a landscape in which consumers seek more protein than ever before while struggling to understand what “enough,” “high quality,” or “healthy” truly means.To illuminate this complexity, Mattson conducted a multi-method exploration combining secondary scientific research, qualitative studies across diverse consumer segments, and proprietary AI-enabled innovation tools. This enabled analysis of the foundations of lifestage protein recommendations, anabolic resistance with aging, consumption models, and the emerging role of adjuncts like creatine. It also captured real-world behaviors and frustrations among GLP-1 users, perimenopausal and post-menopausal women, aging adults focused on healthspan, and performance-oriented consumers.Our research showed that protein plays a universal role in the modern diet, supporting satiety, metabolic stability, weight management, and strength, yet meaningful barriers remain. GLP-1 users face limited gastric capacity, making adequate intake difficult without isolates even as concern around ultra-processing grows. Older adults are encouraged to increase protein for longevity but encounter affordability and access challenges. Across segments, consumers express confusion about completeness, quality, processing, and how to interpret protein claims in a crowded marketplace.Market data reinforces this momentum. High- and added-protein claims continue to grow, and protein grams are expected to appear alongside calories on menus and macro-tracking apps. This session synthesizes scientific, behavioral, and market insights and illustrates best practices and common pitfalls through select concept examples. By integrating nutrition, consumer insight, and AI-supported innovation, we outline pathways for creating protein-rich products that are affordable, functional, and accessible.