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The scientific take on nutrition trends
Nutrition trends continue to shape what consumers want, but they don’t always align with the facts.
Understanding the science behind these ideas can help you deliver more of what your customers want, as well as what they need.
Protein Maxxing
Many consumers are adding more protein to every meal, with the belief that more is better. However, according to nutrition science, individual protein needs vary based on age, sex, and physical activity. With average protein consumption at 88 grams2 and the required amount being only 50-75 grams for a 2000-kcal diet, most adults already get enough to maintain muscle mass and support satiety. Higher protein intake mainly benefits older adults, athletes, and GLP-1 users. To satisfy your customers, you can draw attention to protein-rich items on your menu, but don’t feel pressured to add additional protein to every dish.
Cutting carbs
Avoiding carbs has become popular with many consumers in the belief that they cause weight gain. But nutrition science tells us that carbohydrates are an important source of energy and fibre. Fibre supports satiety and slower energy release, while regulating energy intake, and most people consume less than they should, eating only 13 grams per day instead of the 30 grams recommended5. To help fill this gap, you can include beverages with fibre, whole grains, legumes, and other fibre-rich carbs in your dishes instead of leaving them off the plate.
Responding to GLP-1s 17
You’ve probably noticed that millions of GLP-1 users around the world are changing their eating habits. People who are using this medication typically want smaller, nutrient-dense meals that won’t make them feel too full, but meet their nutritional needs. You can help by recognizing that GLP-1 users’ preferences may appeal to other people in your customer base, as well. Offering balanced, satisfying meals and smaller portions will satisfy the growing number of GLP-1 users, and many of your other guests, too.
Food Processing
In some circles, food processing is equated with poor nutrition. However, food processing like cooking, pasteurization and fermentation can turn raw agricultural products into edible, nutritious foods and beverages, enhancing safety, taste, and shelf life. Studies show that foods that are easier to eat quickly may raise energy intake, while foods that encourage slower eating can support satiety and portion awareness. For this reason, you can favor foods eaten at a slower pace to support satiety and portion awareness, and be transparent about ingredients on your menu.
Chasing diet trends
Finally, the trend of using restrictive diets (low-carb, keto, gluten-free) for weight management continues. Scientific studies have shown that restrictive diets may lead to short-term results, but are often harder to maintain over time. Meanwhile, for most people, long-term success is supported by balanced eating, physical activity and adequate sleep. As a foodservice operator, you can be prepared to guide guests to choices that match their preferences, but keep your focus on the balanced nutrition that will outlast the trends.
Sources:
1Mozaffarian, D., et al. Nutritional Priorities to Support GLP-1 Therapy for Obesity: A Joint Advisory from the American College of Lifestyle Medicine,the American Society for Nutrition, the Obesity Medicine Association, and The Obesity Society. Am. J. Clin. Nutr. 2025, 122, 344–367.
2Maleky, F.; Ahmadi, L. Adhering to Recommended Dietary Protein Intake for Optimizing Human Health Benefits versus Exceeding Levels. RSC Adv. 2025, 15, 9230–9242, doi:10.1039/ D4RA08221D.
3EFSA NDA Panel (EFSA Panel on Dietetic Products, Nutrition and Allergies), 2012. Scientific Opinion on Dietary Reference Values for Protein. EFSA Journal 2012;10(2):2557, 66Pp.
4Healthy Diet. World Health Organization. Www.Who.Int/News- Room/Fact-Sheets/Detail/Healthy-Diet (13 July 2026).
5Thompson, H.J.; Brick, M.A. Perspective: Closing the Dietary Fiber Gap: An Ancient Solution for a 21st Century Problem. Advances in Nutrition 2016, 7, 623–626, doi:10.3945/an.115.009696.
6The Facts on Fiber. Harvard Health. Www.Health.Harvard.Edu/Diet-and- Nutrition/the-Facts-on-Fiber (13 July 2026).
7Healthy Diet. World Health Organization. Www.Who.Int/News- Room/Fact-Sheets/Detail/Healthy-Diet (13 July 2026).