Nutrition experts are pushing back on the high-protein trend, pointing out that most Americans already get enough protein and there's no recent scientific evidence supporting the push to consume more. The protein-fortified food market is booming as companies capitalize on fitness culture, but health specialists warn the trend is driven by marketing rather than nutritional need. What's missing: the post doesn't explain which groups actually do need extra protein (athletes, older adults) or why companies are investing so heavily in protein products despite no new medical recommendation.