Every food commercial, advertisement, and packaging in the US is currently protein obsessed. I just bought 3 burritos, and the most noticeable thing on the entire package is its protein content. TV commercials about waffles are advertising that they have X amount of protein per serving. The products in my jobsite’s vending machine have protein all over every package.
Did America have a protein thing recently?
In addition to what others people have mentioned (studies showing legitimate benefits to increased protein, greater need to ensure adequate protein intake for those with artificially reduced appetite, and just general dude-bro carnivore keto fads), a huge thing that I haven’t seen mentioned in this thread is the massive dairy surplus.
Very few people drink milk as a beverage compared to 15 years ago, so the dairy industry (with the aid of the government) is trying to get as many alternative uses for dairy going as possible.