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This should be no surprise, as protein was identified as the most sought out nutrient by U.S. shoppers, according to the 2016 Food and Health Survey from the International Food Information Council Foundation (I.F.I.C.), Washington. An impressive 64% of Americans picked protein in the survey, a statistically significant increase compared to 2015. “Growing interest in protein has expanded the appeal of sports nutrition products to a wider audience that includes a variety of lifestyles and generations looking for easy, high-quality
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