Protein has become the golden child of the nutrition world. It’s in your yogurt, coffee, and chocolate bars. Fitness influencers swear by it, and food companies can’t seem to add enough of it. But is this protein craze actually doing us any good?
There’s no doubt that protein is essential—it helps build muscle, supports your immune system, and keeps you feeling full. For many people, especially older adults, athletes, and those recovering from illness, slightly more protein than current guidelines recommend (about 1.2–1.6g per kilogram of body weight) may be beneficial.
But that doesn’t mean more is always better. The average person in Western countries already consumes close to this ideal range. Yet, marketing hype has created a “halo effect” around protein, leading many to assume that if a product is protein-packed, it must be healthy—which isn’t always true.
Many protein-fortified foods fall into the ultra-processed category and may be high in added sugars, low in fiber, or lacking in key nutrients. Think: protein bars that resemble candy or protein milk with added powders and sweeteners. These products can be convenient, but they’re not a nutritional free pass.
The smarter approach? Focus on quality and timing. Aim for 20–30g of protein from whole foods like eggs, legumes, dairy, nuts, and seeds with each meal. These provide not just protein but a range of other health-boosting nutrients.
Protein-enhanced products can have their place—especially when life gets busy—but they shouldn’t replace a balanced diet. After all, true health isn’t built on grams of protein alone but on variety, moderation, and nutrient-rich choices throughout the day.
