Protein Maxxing Is All Over Your Feed, and Younger Adults Are Buying In

Summary:

• Protein maxxing trend on social media grows, with younger adults leading charge on supplements like powders and bars.

• Pew Research Center survey reveals 37% of adults 18-29 take protein supplements, tied to online protein maxxing and dietary guidelines.

• Global supplement industry valued at $209.5 billion by 2025, but only 44% of protein users say supplements are important.

If your feed has been wall-to-wall protein shakes lately, you’re not imagining it.

Protein maxxing has taken off on social media, and a new Pew Research Center survey released Thursday shows younger adults are leading the charge on protein supplements.

About 37% of adults ages 18 to 29, a group that’s mostly Gen Z at this point, say they’re taking protein supplements like powders, drinks or bars. It’s 35% for adults 30 to 49. Among those 65 and older, that drops to 23%.

Pew ties the trend to protein maxxing online and updated federal dietary guidelines that put more weight on protein.

Protein marketing, as Pew put it, seems to be everywhere right now.

About 8 in 10 U.S. adults, or 78%, take at least one. Vitamins and minerals lead at 67%, with protein next at 31%. Omega oils like fish oil come in at 25% and herbals like ashwagandha at 19%. Another 35% take something else, such as melatonin or probiotics.

Older adults still take more supplements overall, 85% compared with 67% of adults under 30. That gap mostly comes down to vitamins.

Wellness creators are a big part of this story. Pew notes Americans are increasingly turning to health and wellness influencers for information, and supplements are one of their favorite topics.

It’s a massive market to sell into, with the global supplement industry valued at an estimated $209.5 billion in 2025.

The twist is that protein users are the least convinced. Only 44% of people taking protein supplements say they’re extremely or very important to their health. That compares with 62% of vitamin and mineral users and 63% of omega oil users. Herbal users land at 51%.

The supplement with the loudest moment online ranks last among the people actually taking it.

Women are more likely than men to take supplements, 82% to 74%. Whether they help is still debated, and many medical professionals advise caution.

Pew surveyed 3,554 U.S. adults July 6-12 through its American Trends Panel.