There’s something unimpeachable about protein. While other nutrition superstars may rise and fall, protein stands unique among macronutrients in “maintaining a positive image even as carbohydrates and fats have experienced negative attacks and backlash,” observes Max Maxwell, manager, market intelligence, Glanbia Nutritionals (Chicago). Yet if protein’s popularity appears to defy gravity, it’s not maintaining that buoyancy all on its own. After all, the protein sector runs on the combined forces of ingredient suppliers and CPG brands, both of which keep delivering the nutrient’s power—and appeal—to loyal consumers. [Read more...]

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