From breakfast sandwiches to cold brew drinks, high protein is no longer just for bodybuilders. Restaurants across the country are adding extra chicken, double meat portions and even protein-infused beverages as consumer demand for high-protein options continues to grow.

Major chains such as Starbucks and Subway have expanded protein-heavy menu offerings in recent months, reflecting a broader shift in how Americans view food. Once associated mainly with fitness culture, protein is now marketed as a daily essential for energy, fullness and overall health.

On college campuses, that shift may be especially noticeable.

Students juggling classes, work and extracurricular activities often seek meals that are quick but filling. Protein-forward options — like customizable bowls, grilled chicken wraps or egg-based breakfasts — can offer convenience without sacrificing perceived nutritional value.

CJ Spencer, a junior nursing student at Kent State, said he pays closer attention to protein intake, especially with a busy schedule and background in athletics.

“I try to look for meals that are higher in protein because I know it’s going to keep me full longer and help with energy throughout the day,” Spencer said. “If I’m running between classes or clinicals, I don’t have time to eat again right away, so I want something that actually holds me over.”

Spencer said he often opts for double protein portions or protein-focused meals when eating on or off campus, a choice he said has become more common among his peers.

“I think a lot of people our age are more aware of it now,” he said. “You see it all over social media, and it kind of makes you think you need to prioritize it more.”

Sydney Adams King, a certified personal trainer and nutrition coach, said protein has become a focal point because it directly supports many of the goals people care most about.

“Whether it’s fat loss, building muscle, feeling more defined or simply staying full longer, protein plays a role in all of it,” Adams King said. “It’s more satiating than carbs and fats, so it helps people stay in a calorie deficit without feeling as hungry.”

She said the rise in body composition goals — rather than just weight loss — has also contributed to the increased emphasis on protein.

“People aren’t just focused on the number on the scale anymore,” she said. “They care about how they look, how they feel and how strong they are, and protein is a huge part of that.”

As a coach, Adams King sees social media as a major driver of the trend.

“Social media has made protein one of the most talked-about nutrients,” she said. “That awareness can be a positive, but it can also make people think more is always better, which isn’t necessarily true.”

According to Kent State nutritionist Natalie Caine-Bish, protein plays a key role in maintaining muscle mass and supporting essential bodily functions, including the production of enzymes and hormones. However, she cautions that most Americans are already meeting their protein needs without additional supplements or high-protein products.

Nutrition experts generally recommend about 0.8 to 1.6 grams of protein per kilogram of body weight per day, depending on activity level, with an upper limit of around 2 grams per kilogram.

Adams King said a practical approach for many people is aiming for consistent intake throughout the day.

“I usually recommend around 30 to 40 grams of protein per meal, depending on the person,” she said. “That helps support muscle growth and keeps energy levels stable.”

Still, she emphasized that protein is only one part of a balanced diet.

“Carbs are your body’s primary source of energy, especially for workouts and brain function, and fats are critical for hormone health and overall wellness,” Adams King said. “It’s about balance, not just focusing on one macronutrient.”

While high-protein marketing can make certain items seem inherently healthier, overall diet quality matters more than focusing on a single nutrient.

Still, restaurants are responding to what customers are asking for. Many menus now highlight grams of protein alongside calorie counts. Add-ons like double meat, plant-based protein alternatives and protein-enhanced snacks are increasingly common.

For students like Spencer, the appeal is both practical and tied to performance.

“It’s not just about working out,” he said. “It’s about feeling better during the day and staying focused. That’s why people are choosing it.”

Jordan Hiles is a reporter. Contact her at [email protected].