Comment by al_borland

I had been seeing the protein marketing push and largely ignored it, until I went to go buy some protein powder and it was triple the price of what I expected/remembered. I went to look at that time and found this as the answer.

I'm annoyed by it, but like every other food fad, I assume it will be temporary... unless GLP-1s make it a mainstay. I also wonder if we'll see prices return to normal if demand goes down, or if this is the new normal and companies will just pocket the margin.