Americans are increasingly seeking more protein in their diets, according to a recent report, with the trend being dubbed "protein-maxxing." Nearly half of all adults—48 percent—now say they want to add more protein to their meals, an increase of seven percentage points compared to last year. This places protein second only to vegetables on the list of foods Americans say they need more of. The rise in demand is partly linked to the growing use of GLP-1 drugs, which are prescribed to help manage weight by reducing appetite. These medications have become more popular, with 8.5 percent of adults currently using them, up from 4.8 percent the previous year. GLP-1 drugs, which stand for glucagon-like peptide-1, are often used in weight management treatments. They help users feel fuller for longer, but many patients also focus on eating more protein to preserve muscle mass while losing weight. This dual focus has helped drive up the demand for protein-rich foods, with 65 percent of consumers now seeking more protein in their diets, according to the report. In fact, the report notes that Americans are consuming nearly double the recommended daily amount of protein, while falling significantly short of fiber intake—less than half of the recommended amount. The increased demand for protein has not gone unnoticed by the food industry. Foodservice providers are now labeling more meals as "high protein" to meet consumer preferences. Twelve percent of commercial meals are now described as high in protein, a figure that has grown by 11 percent year over year. Additionally, the report highlights that 46 percent of American adults are currently on a diet, often focusing on protein as a key component of their eating plan. However, the emphasis on protein has come at the expense of other important dietary components, particularly fiber. While the food industry is responding to the demand for protein-dense meals, the report suggests that this trend may be leading to an unbalanced approach to nutrition. As more Americans turn to high-protein diets, the challenge lies in ensuring that other essential nutrients, like fiber, are not neglected in the pursuit of a healthier lifestyle.