PEAK PROTEIN: OPPORTUNITIES AND CHALLENGES FOR PLANT PROTEIN

Peak Protein: Opportunities and Challenges for Plant Protein looks into how the current protein craze is shaping what people see, share, and believe about food. Food Disinfo Lab and BITE partnered on this research to examine protein conversations across major social media platforms, mapping where they show up, who is influencing them, and how long-standing industry narratives, diet trends, and digital culture have shaped today’s protein landscape.

The research surfaces important patterns in how protein is discussed online—from who drives attention to what types of content resonate most—and highlights why this moment matters for anyone working to influence food norms. Together, these learnings help clarify the opportunities and challenges for broadening how people think about protein in everyday life.