In times past, protein shakes were the only known source of extra protein, and they had a specific audience. Beefy gym bros would slam them for their gains, or they were for the malnourished. Now, influence culture and wellness marketing have everyone thinking more protein is always better—but is that true, or is “keto-friendly” just a health halo for junk food?
Celebrities in on the Craze
All it takes is a perusal of the grocery aisle to see that companies are adding protein. Any snack you could dream of: Pop-Tarts, ice cream, and pretzels all have a high-protein counterpart. It’s not hard to see why.
A study from Bain says that almost half of Americans want to eat more protein these days, and the sales back that up. General Mills has made over $100 million based on protein cereal alone in the past few years, due to the protein craze.
The trend came to a head when Khloe Kardashian released her popcorn Khloud, which preaches 7g of protein per serving. This led audiences to ask the burning question: Do we really need all of this?
How Much Protein Do I Really Need?
According to experts from the Mayo Clinic, the average adult only needs about 10-35% of their daily calories to come from protein sources. This means that if most people eat 15-30g of protein at each meal (which most people do), that’s plenty.
Eating excess protein won’t particularly help you either; extra nutrients are stored as fat in the body. So if your goal is building muscle, focus more on your strength training and natural enhancements to a nutrient-rich diet instead of dumping protein powder into everything.
Who Can Actually Benefit From Added Protein?
People on GLP-1s or other weight-loss medications such as Ozempic require extra protein to see results of their treatments. The rise in popularity of such medications has contributed to protein’s rise in fame.
Elderly and/or disabled consumers may find certain protein snacks to be more accessible than traditional sources. These snacks may be easier to chew, more friendly to sensory issues, and cheaper in certain circumstances. This doesn’t mean that these snacks are for everyone, but the demonstrated market proves that it has a place in some pantries.
You don’t need more protein to lose weight, but people must eat balanced meals even in a calorie deficit. For some, high-protein snacks provide a source of protein that allows them to keep snacking in their deficits— although the positives don’t always outweigh the negatives
What Are the Cons?
Texture and flavor are often sacrificed when adding extra protein to products. Both when buying prepackaged or making your own snacks, you can usually taste the added whey protein or cottage cheese to your regular treats.
Added sugar and fats are usually present in snacks with added protein. The additives are needed to make up for the protein taste, and are detrimental to most fitness goals that added protein may help achieve. Even products with less sugar or calories often have artificial sweeteners that can be carcinogenic or have other negative effects.
You may be missing other nutrients by using supplements to meet specific goals. Natural sources of protein, such as meat, eggs, or nuts, are great sources of vitamins, fiber, and other micronutrients in addition to their macros. If you cut corners on nutrients, you may start to miss the important things you don’t think of as much.
It is important to eat plenty of protein in your diet, but serious nutrient deficits are highly uncommon. If protein snacks will help you achieve your health goals, that’s great. However, it’s important to understand the major tradeoffs that come with the choice.
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