US dietary guidelines now prioritise protein—reshaping how America eats
New dietary guidelines in the US now place protein at the centre of a healthy diet. The updated advice, backed by government health agencies, marks a shift towards foods rich in saturated fats. This change reflects a growing trend among consumers who increasingly favour whole foods over medication for better health.
The U.S. Department of Agriculture (USDA) and the U.S. Department of Health and Human Services (HHS) jointly released the revised guidelines. Unlike past recommendations, the new pyramid prioritises protein sources like meat, eggs, and whole dairy. Critics note similarities to the earlier MAHA (health insurance) approach, which also emphasised animal-based foods.
Major food companies have quickly adapted to the shift. Kraft-Heinz announced plans to split into two separate businesses, with one focusing entirely on healthier products. Kellogg has already restructured, creating a dedicated healthy recipes division alongside its traditional cereal and snacks arm. Consumer demand is driving rapid changes in product lines. Over half of Americans now prioritise health when choosing food, and 76% prefer using diet over prescription drugs to stay well. In response, brands are rolling out protein-enriched versions of everyday items. Pancakes, Cheerios, and even Pop-Tarts now come with added protein. PepsiCo is also preparing to launch snacks and drinks boosted with fibre or protein. The trend is clear in sales figures too. Healthy food options are the fastest-growing segment in most grocery categories, outpacing traditional products.
The updated guidelines have reshaped both government advice and industry strategies. With consumers actively choosing protein-rich and healthier foods, companies are reformulating products to match demand. The shift suggests a long-term change in how Americans approach eating and health equity.
