Some excerpts:
Experts say the hype around the latest dietary must-have has become a farce
The current obsession taken up by the vast and growing Wellness Industrial Complex can be summarized in one word: protein. It is everywhere. Protein popcorn. Protein breakfast cereal. Protein ice cream. Protein potato chips. Protein candy bars. Starbucks is offering protein-infused lattes. There is an ever-expanding assortment of protein powders and supplements. And, the 1990s Jerry Seinfeld would be happy to hear, protein yogurt. Protein stacked on top of protein. This protein blitzkrieg has been felt. Consumers are responding. Marketing has won.
A 2024 survey found that 71 percent of Americans are trying to increase their protein intake. Another survey found that over 90 percent believe the inaccurate idea that it is essential to eat meat to get enough protein. In a 2021 industry survey involving a dozen countries, roughly half of respondents said they associate protein with a “healthy diet,” and 72 percent were willing to pay a premium for “protein fortification.” And the market for protein-rich food products is predicted to double over the next decade, rising to more than $100 billion (US) by 2034.
The reality is that most of us consume more than enough protein. Indeed, it has been estimated that the average adult male overshoots their protein consumption by 55 percent. While others put that overconsumption at less, there clearly isn’t some vast lack-of-protein crisis gripping the developed world. As Stuart Phillips, one of the world’s leading experts on all things protein, told me, “Protein is essential, but the hype has turned it into a farce. People have lost their minds on this one.”
Indeed, for the vast majority of people, there are no health benefits to eating more protein than the recommended daily allowance. Extra protein doesn’t magically turn into extra muscle; it is flushed out of our bodies as urea. Or, as Marcia Clark, an orthopedic surgeon, sports medicine expert, and president of the Royal College of Physicians and Surgeons of Canada, told me, the extra protein mostly just “becomes expensive pee.” It is also worth noting that any excess calories connected to consuming all that protein aren’t stored in some special repository in our body. They are stored as fat.