The Cult of Protein

What happens when fitness influencers, food companies, and fear of fat all meet in the snack aisle

Why Is Protein in Everything Now?

You can’t walk through a grocery store without bumping into protein-packed everything. There’s protein water, protein coffee, protein cereal, and even protein candy bars pretending to be health food. Once confined to bodybuilders and post-marathon shakes, protein has now become the main character in America’s nutritional story.

A big reason? Marketing. Brands are aware that protein sells, especially in a culture obsessed with body image, productivity, and optimization. “Protein has taken on a moral quality—it’s seen as inherently good,” says Marion Nestle, professor emerita of nutrition at NYU and author of Food Politics.

According to Innova Market Insights, the number of food and drink products with protein claims grew over 500% between 2010 and 2020.

Do Americans Even Need More Protein?

Statistically, no. According to the Centers for Disease Control and Prevention (CDC), most Americans already consume more than the daily recommended intake of protein, which is about 50 grams per day for the average adult.

Yet, a 2024 survey from the International Food Information Council found that 62% of shoppers look at protein content when purchasing food, compared to only 40% who look at added sugar.

This isn’t just a harmless preference—it often leads people to overconsume ultra-processed, protein-fortified snacks, crowding out whole foods rich in fiber, vitamins, and minerals.

The Rise of Protein-Packed Pseudo-Health Food

Brands like Quest, Premier Protein, and Barebells have made protein-rich bars and shakes feel like essential components of wellness. But as dietitian Christy Brissette told The Washington Post:

“A cookie with whey powder is still a cookie.”

Many of these products are packed with artificial sweeteners, stabilizers, and inflammatory oils. Just because it has 20 grams of protein doesn’t mean it’s actually good for you.

🧾  A 2023 Mintel report showed 1 in 4 Americans purchase protein-fortified products weekly, despite already meeting protein needs through regular meals.

Social Media and the “Gains” Illusion

As a runner and gym-goer for over 20 years, I’ve seen firsthand how gym culture has shifted. Today’s younger gym crowd seems more concerned with aesthetic gains than holistic health. The obsession with “Gains”—as in muscle growth, size, and the Instagram-friendly ‘fitspo’ look—has become a goal in and of itself.

This trend has been heavily shaped by influencers like Liver King (Brian Johnson), Joey Swoll, Noel Deyzel, and Cbum (Chris Bumstead)—some of whom are transparent about their supplement use, while others sell an image of hyper-masculine performance fueled by clean eating and grit.

On the women’s side, figures like Chloe Ting and Libby Christensen have created enormous followings by packaging fitness content with protein pancakes, gym gear hauls, and daily supplement breakdowns.

But here’s the uncomfortable truth:

“A lot of people who’ve just woken up to the reality of obesity are skipping over real change,” one long-time trainer told me. “They’re building muscle on top of fat—and calling it a win.”

Even worse, the “fit aesthetic” has become so entrenched that steroid use, pre-workout obsession, and protein overload are now normalized. Young women, once more cardio-focused, are now entering the same supplement-heavy culture, with serious long-term implications for mental and physical health.

Why Experts Are Pushing Back

Nutritionists are exhausted trying to debunk the protein hype. “[Protein] is an important nutrient, but it’s not a magical one,” says Dr. David Katz, founder of the True Health Initiative. He warns that overconsumption, especially from supplements, can stress the kidneys and lead to nutrient imbalances.

The National Kidney Foundation echoes this concern, particularly for individuals with pre-existing conditions. “More” is not always “better” when it comes to protein.

What Should You Eat Instead?

Eat real food. That’s it.

Protein is plentiful in:

• Chicken, turkey, and fish

• Beans, lentils, and chickpeas

• Greek yogurt, cottage cheese, and eggs

• Nuts, seeds, and whole grains

Check out the https://www.myplate.gov/resourcesUSDA’s MyPlate resource for balanced protein guidance.

Rather than chasing macros on every label, focus on whole meals that combine protein with fiber, healthy fats, and natural flavor. You’ll get the protein—without the digestive drama and chemical thickeners.

“If it comes in a shiny wrapper and promises miracles, it’s probably not food—it’s marketing,” says NYU’s Marion Nestle.

Final Thoughts

Protein isn’t the enemy. But neither is simplicity.

Eat a grilled chicken sandwich. Have some black beans and rice. Snack on almonds and fruit. You don’t need protein candy, supplement shakes, or protein-stuffed donuts to be healthy. You just need to stop falling for the hype.

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Medical Disclaimer

The information provided in this article is for educational and informational purposes only and is not intended as medical advice. It should not be used to diagnose, treat, cure, or prevent any medical or mental health condition. Always seek the guidance of a qualified healthcare professional or licensed mental health provider with any questions you may have regarding a medical condition, diagnosis, or treatment. Never disregard professional medical advice or delay seeking it because of something you have read here.