Written by Anne Lee, EdD, RDN, LD
Recent food trends of high protein have manufacturers adding protein in everything from snacks, desserts, coffee, pasta, breakfast cereals, and of course shakes. It is supposed to help from everything from menopause to increased energy, and weight management. But what is behind this trend. Let’s review the facts and decipher between hype and the science.
According to market trends research:
- Over 70% of Americans have increased their protein intake when only approximately 48% of individuals in 2019 were increasing their protein intake.
- 45% of consumers have increased their protein intake for a healthier diet
- 42% of consumers report that protein is the most important ingredient in food.
- On the shelves the rapid growth of protein enriched products is similar to the trend of low fat products in ‘80s and 90’s.
What is the science?
Protein is an important nutrient for the body. Protein is used to build cell membranes, hormones, and muscles, repair cells, and maintain our immune system.
Current dietary recommendations for protein have increased from 0.8 grams per kg of body weight to 1.2 to 1.6 grams per kg of body weight. At this time, WHO continues to recommend 0.8 grams per kg of body weight or about 0.01 ounces per pound of body weight. However, WHO does recommend an increased intake of 1.2 to 2.0 grams per kg of body weight is recommended for those over 65 due to increased muscle loss.
What are the concerns?
CDC reports that American adults were consuming approximately 20% more protein than recommended even before the new guidelines were released in January 2026. Dr. Walter Willet, Professor of Epidemiology and Nutrition at Harvard T.H. Chan School of Public Health, and other epidemiologists have raised concerns, not only on the amount of protein intake, but also the sources of increased protein intake. Much of the increased protein intake in American diets is from red meats, processed snacks, bars, cookies, and breakfast cereals. These foods have increased levels of refined flour, sugars, sodium, and saturated fats. Too much protein over your daily requirement will not add more muscle, but rather turn to fat, be associated with kidney disease, and gout (a joint disease).
Some solutions:
Longitudinal studies have shown that individuals who follow a Mediterranean meal pattern have a lower risk of diabetes, obesity, and cardiac disease. The Mediterranean approach emphasizes balance including plant-based protein, lean animal protein, whole grains, fruits, vegetables, and limited processed foods. A balanced meal approach provides vital nutrients such as iron from animal protein, fiber from plant-based proteins, calcium from low fat dairy products, vitamins and minerals from whole grains, fruits, and vegetables – all of the essential nutrients your body needs.
Dr. Willet has also commented that the increased intake of enriched protein products are wrecking our waistlines instead of improving them. To build muscle, we must remember that we need to be active and participate in strength training to utilize the appropriate amount of protein. An intake of protein over the amount an individual needs for age and gender will increase body fat – not muscle or bones.
While a balanced meal pattern with routine activity may not be as exciting as a high protein coffee or shake as a meal replacement it is the long-term best prescription for overall health and wellness. However, a little bit of sweetness is always welcome. So we are sharing indulgent free brownies, which incorporate some black beans for both protein and fiber – so delicious and nutrient dense!!
