Protein has taken over the food industry, but at what cost?
Fad diets aren’t a new occurrence. From low-fat to no carbs or low sugar, every generation has some kind of diet trend, and the latest social media craze seems to be honing in on protein as the ultimate macronutrient. In 2024, an estimated 49% of Americans sought to incorporate more protein into their diets. Just last year, Starbucks released a line of protein lattes and drinks targeting Gen Z youth. A 16-ounce grande protein drink now features as much as 36 grams of protein. With the recommended dietary amount being about 0.8 grams per kilogram of body weight, this means a 185-pound person would get 53% of their recommended protein intake for the day from their morning latte alone. This benefit comes with a cost, though. Adding protein milk is an extra $1 and protein cold foam is at a $2 premium. Furthermore, most adults already consume more than enough protein in their diets—the average male consuming 56% more than the recommended amount, so is the extra protein really worth the added price?
Consisting of amino acids, protein is an essential macronutrient used by the body to repair and create new muscle tissue. It’s also involved in the creation of hormones, enzymes, and bones. One potential benefit of increasing protein intake is that it’s the most effective nutrient in terms of satiety. In other words, compared to other nutrients, a smaller amount of protein will make you feel more full. This is important because the protein trend has been propelled by its supposed weight loss benefits. Consuming more protein purportedly allows you to feel as well-fed while consuming fewer calories. Additional protein beyond suggested amounts, however, can have the opposite effect. Extra protein has little likelihood of harming your health, but excess caloric intake above what your body should consume can actually turn into fat, even if those calories come from protein.
Protein has taken over the internet by storm. Social media influencers and even doctors, who most viewers trust due to their expertise in healthcare, are making claims about protein in diets. Fearmongering about protein by these doctors has led to people scrambling to increase protein intake; however, the studies cited by these doctors are not considered by scientists any more accurate than the studies used to create new federal guidelines. Some influencers claim that a high-protein diet will help with weight loss. It’s unclear if this is really true, as there have been conflicting studies on the topic. Despite recent data suggesting otherwise, influencers have continued to push the narrative that people, specifically women, do not consume enough protein in their diet.
Protein Pints, a protein ice cream company, has its pints marked up $2 more than regular ice cream brands, yet the company’s revenue soared to $20 million from $100,000 the year prior. The surge in revenue demonstrates the excessive demand for protein created by the trend, but also the fad’s consequences: the extra $2 per pint, which appears small, adds up very quickly.
A critical issue with the protein trend is that consumers forget about other important parts of their diet, since caloric intake is allocated toward protein instead. Only about 7% of Americans get enough fiber, yet fiber is integral to one’s health by managing your blood sugar, reducing cholesterol, and increasing bowel movements. It can even help prevent colorectal cancer. Yet there is very little talk about the benefits of a higher-fiber diet; instead, this attention gets focused on increasing protein intake.
Between the premium, extra protein ads and the lack of benefits excess protein actually provides, it’s clear that the protein fad may be overblown. It’s important to stay informed when it comes to viewing health advice online, especially because information is often nuanced or presented in misleading ways. Protein is an essential component of your diet, but it isn’t the end-all be-all of food.
