Why is everything about protein these days?

I swear to god that every single new food product on the shelves these days is “PROTEIN” something. Protein cookies, protein chocolate, protein tortillas, whatever. Not to mention that every other “regular” product always advertises there protein contents front and center on the package.

Why is every single food company so focused on protein products, and why are customer so in love in buying protein products? What changed in the past 5 or so years?

Secondary question, is this just a USA thing, or are other countries having the same trend?