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Key Signals

1. Muscle loss narrative is mainstream — multiple health influencers (216 likes on Greg O'Gallagher post) discussing GLP-1 muscle catabolism. "The body burns muscle. Metabolism slows."

2. Protein prescription is standard — "1g per lb of target body weight" being prescribed by doctors to GLP-1 patients. This is medical demand creation for protein supplements.

3. Debate is intensifying — @Crémieux (47 likes) pushing back: "we have enough data now to know that if they repeat the claim that GLP-1RAs cause excess lean mass loss, they must be ignorant or a liar." The DEBATE itself drives awareness and protein consumption.

4. Product mentions confirm demand — tweets specifically naming "Fairlife protein shake (30g)", "Oikos Pro greek yogurt (20g)" — these are BRBR competitors and the category is growing

5. Fitness influencers adopting GLP-1 — Greg O'Gallagher (fitness influencer, 8% body fat) taking GLP-1 "not for me" = signal that GLP-1 is crossing from medical into fitness/biohacking culture

Assessment

The cultural signal is STRENGTHENING since our last check. The conversation has moved from "should I take GLP-1?" to "how do I protect my muscles while on GLP-1?" — this is the demand inflection point for protein supplements. Every answer includes protein supplementation as step #1.

This validates our Protein Economy perspective thesis: GLP-1 creates medically-mand...