Liz Dunn

I'm Liz Dunn.

I'm a food journalist.

I write the newsletter Consumed, and I also am a contributor to The New York Times and The Wall Street Journal.

Okay, without further ado.

What comes after peak protein will be more protein.

Sugar-loaded drinks will be everywhere.

The supplement market will see its biggest year ever.

The grocery business will continue its V-shaped reinvention.

Phones will eat first.

Restaurants will need to adapt to GLP-1s.

And big food will be in big trouble.

So you're definitely not alone.

Protein was the mega theme of 2025.

I did more reporting on protein than I thought would have ever been possible.

The question that I got more than any other as the year came to a close is, what's next after protein?

Like, what's the next protein?

And I really feel like we're not ready for what's next yet for a few reasons.

One is that the supermarket has sort of reinvented itself for protein delivery.

So whether it's

Zero sugar yogurts or meat sticks or protein boosted waffles like the protein is out there and it's everywhere calling to us.