The Protein Craze: Is America Overdoing It?
It’s safe to say that protein has become the darling of the American diet, and food brands have taken notice. From bars and shakes to high-protein versions of everyday foods like bread, yogurts and pastas, it seems everything on grocery shelves is packing a protein punch. And the data reflects it: according to the National Health and Nutrition Examination Survey, most American adults consume around 80 grams of protein per day, which is about 16% of their daily calories. This is roughly double the recommended amount of protein for healthy adults.
Brands have seized this obsession, turning it into a powerful selling point. Protein is being positioned as a must-have nutrient for fitness enthusiasts, busy professionals, and the elderly. The narrative is clear: more protein equals better health and performance.
Yet despite the enthusiasm, there's a nuanced debate about how much protein we really need, especially for those engaged in regular physical activity or older adults looking to preserve muscle mass and strength. Over-reliance on protein powders and high-protein processed foods can lead to an imbalanced diet, lacking essential nutrients. Moreover, some studies suggest that extremely high protein intake over long periods could have adverse health effects, such as kidney strain or reduced bone density.
However, the focus on protein quantity often overshadows the importance of protein quality and source. While protein powders offer convenience and can help meet dietary needs, they are not always the best option for everyone. And let’s face it - jamming protein into foods where it may not naturally belong might not be the best answer. Instead, consuming natural proteins from whole foods such as lean meats, fish, beans, nuts, and dairy products not only provides protein but also a host of other essential nutrients and benefits. This is a conversation we often have with partners of ours like Teys USA, Australian Beef and Coleman All Natural Meats, who are excellent examples of high-quality protein sources that can be included in a balanced diet naturally.
So what’s our take? Are we overdoing it? While America's protein craze shows no signs of slowing down, it’s essential to approach this nutrient with a balanced perspective. Striking a balance between getting enough protein and ensuring it's from wholesome, varied sources is the best bet for long-term health and well-being. Many of the brands we work with are promoting natural protein sources and balanced diets to build trust and deliver true value to consumers. And that’s something we can stand behind in the protein craze.