September 10, 2026 — Thanks to the surge in Americans eating high protein diets and GLP-1-friendly foods, sales of tinned fish are soaring, according to new data.
The share of Instacart searches containing the word “protein” rose 12.7 percent in the first half of this year versus the first half of 2025, while searches for “fiber” jumped 26.4 percent. “Protein-maxxing” and “fiber-maxxing” – new terms coined by social media – are not happening in a vacuum, either, with GLP-1s contributing to the trend.