In recent years, the health focus of many large food brands’ products is protein, meaning consumers can find nearly any food product in stores labeled as protein-dense. Although it is great that brands are prioritizing consumers’ health needs, the heavy emphasis on protein may overshadow people’s perceptions of real nutrition.
Protein is an essential nutrient for the formation of muscle, providing sustained energy and promoting bone density. Monitoring protein intake used to be associated with gym rats, but the recent popularity of GLP-1 products, fitness culture on social media and an emphasis on “leanness” bring a new group for food brands to profit from.
Ninety-seven new products were launched with the label “protein” in 2024. From Starbucks protein drinks to Khloud protein popcorn by Khloe Kardashian, this obsession is making audiences unhealthily aware of their protein intake.
The issue with trendy branding is the hyperfixation on maximizing protein over maintaining a balanced diet.
Fitness influencers push the narrative of needing excessive amounts of protein with high-protein meal tutorials or “what I eat in a day” vlogs. Yet these online influencers are often on strict diets or trying to rapidly build muscle mass. Some of these depicted diets do not showcase a healthy balance of macronutrients (carbohydrates, protein and fats), which are essential for sustained bodily functions. People seeking dietary advice online may fail to consider the influencers’ varying goals from their own.
Moreover, fitness influencers are often sponsored by supplement or fitness brands, and they are not always transparent about the endorsements in videos. Viewers may not always catch the sponsored content, leading to the belief that they must purchase the brands’ products to achieve the image that influencers advertise.
Brands also tend to ignore the health impact of highly processed items infused with protein. Many processed protein-labeled products concentrate on the quantity over quality of protein, portraying it as a factor that must be maximized each day to be considered healthy.
The federal recommendation for protein intake is 1.2-1.6 grams per kilogram of body weight, but influencers often advise far more than this standard to viewers. According to Knubian Gatlin, nutritionist at Houston Methodist Hospital, too much protein in a diet can result in constipation, bloating and macronutrient deficiencies. Yet highly processed protein products often contain high levels of sodium, sugars and saturated fats.
Gaitlin explains that these risks have been posed in the past by viral fad diets like the ketogenic (keto) and carnivore diets, which prioritize protein and fat-rich foods.
However, relying on higher-quality protein from natural sources provides people with higher nutrient density, which is beneficial for bone health, appetite management and boosting metabolism. If people are aware of the contents in the protein products they consume, they can choose products that best meet their nutritional needs.
One may argue that the takeover of protein-oriented products in stores is beneficial because it allows more people to have access to protein-rich foods, many requiring little or no preparation. However, it is equally important that people are aware that healthy levels of protein can be attained through high-quality natural protein sources that are accessible in general grocery stores.
Whether this protein craze is a temporary fad or a long-term shift in the public’s perception of nutrition, people must be aware of the role protein plays in their diet and what sources provide the highest quality of nutrition.
This story was written by Bella Gruber. She can be reached at [email protected].
