Every food commercial, advertisement, and packaging in the US is currently protein obsessed. I just bought 3 burritos, and the most noticeable thing on the entire package is its protein content. TV commercials about waffles are advertising that they have X amount of protein per serving. The products in my jobsite’s vending machine have protein all over every package.
Did America have a protein thing recently?
A lot of the current health craze is related to the effects and aftermath of the covid pandemic.
Also I believe that the more people lose control of their lives and feel like society is in a downward spiral, the more they will try to hold on in the few ways that remain. What is one of those few ways: their own personal health and fitness. Not to mention that the gym is one of the only high profile “social”/shared spaces that remain, that are not just about shopping.