Protein
The macronutrient protein proved to be popular in 2023—in fact, TikTok data shows #highprotein scored a whopping 2 billion U.S. views over the last 12 months[3]. Indeed, the majority of Forbes Health Advisory Board members who provided their predictions noted the popularity of protein isn’t going away anytime soon—particularly plant-based picks.
“Interest in plant-based proteins and the promotion/marketing of associated products will continue to rise as more people choose foods for sustainability,” notes O’Neil.
One population that may particularly benefit from a punch of protein is older individuals, who Toby Amidor, a registered dietitian and best-selling cookbook author, notes often have a protein gap in their diets. “If the trend is to increase protein in older adults, then as a registered dietitian, I applaud it, since protein is under-consumed within that population specifically,” she says.
A particular protein that Amidor anticipates being big in 2024? “Fish, fish and more fish!” she says. “You are going to see more products making eating fish easier, including single packs of cooked fish that you can refrigerate and open over salads or sandwiches and other easy ways to get fish on your plate and reap the benefits of having fish in your diet.”
Still, Felicia Stoler, a registered dietitian and exercise physiologist, notes that many people will still be hyper-fixated on protein despite consuming excessive amounts, and that while plant-based protein powdersare okay, she hopes to see an increased consumption of whole food, plant-based proteins, like nuts, seeds and legumes, which also provide fiber.
“Proteins in general will be a nutrient in demand, as it’s associated with weight control and muscle strength in athletes and older adults,” adds O’Neil. “But, it’s my goal as a registered dietitian to communicate the downside of too much protein, especially when it takes the place of other vital macronutrients.”
