Protein is having a moment, with federal guidelines significantly raising the recommended amount people should eat every day and products ranging from coffee drinks to Pop-Tarts touting enhanced levels of the nutrient.
Eating enough protein is important for good health, Denver-area dieticians said, but people who want to increase their intake need to make sure they choose quality foods and don’t crowd out healthy carbohydrates and fats.
Data from the U.S. Department of Agriculture showed that, as of 2020, the average American already ate enough protein to meet the new recommendations.
The most recent edition of the federal nutrition guidelines, released in early January, raised the recommended floor for protein consumption, setting a range from 50% higher to double the previous recommendation.
U.S. Health and Human Services Secretary Robert F. Kennedy Jr. also unveiled a flipped food pyramid, with beef and full-fat dairy among the foods to emphasize at the top. Federal recommendations had ditched the pyramid about 15 years ago for a model plate divided between produce, protein and whole grains.
The previous protein guideline was a bare minimum to avoid malnutrition, so raising that was probably the right call, said Jessica Crandall, a registered dietitian nutritionist who works at HCA HealthOne Rose.
Generally, Crandall recommends 60 to 80 grams of protein each day for women and 80 to 100 grams for men. For comparison, a three-ounce serving of ground beef has 22 grams, a skinless chicken breast has 18 grams and 6 ounces of Greek yogurt has 15 to 17 grams, according to Washington University in St. Louis.
But the right amount for any individual will depend on their body weight, age, level of physical activity and health, with some conditions requiring more protein and others demanding restrictions, Crandall said.
The International Food Information Council’s 2024 Food and Health survey found about 71% of Americans were specifically trying to eat protein, up from 59% in 2022. About one in five said they specifically follow a “high protein” diet, making it more popular than calorie counting, low-carb or Mediterranean food plans.
People who work in nutrition have known about protein’s importance to the muscles and immune system for quite some time, but public perception of it has changed significantly in recent years, said Kelly Elliot, a registered dietitian nutritionist at Saint Joseph Hospital.
“It’s interesting how marketing sways the public and how the public sways marketing,” she said.
While protein shakes and bars have been staples among the gym-going set for some time, other food brands are getting in on the game.
Snickers and Pop Tarts unveiled higher-protein options, and Thomas’ bagels added a line about protein content to the front of the packaging for their existing products. Starbucks and Dunkin’ Donuts recently debuted drinks enhanced with whey protein, and Chipotle’s menu now promotes a “protein cup” of chicken and a chicken taco, designed to offer a similar mix of protein, fat and carbs to a protein bar, said Stephanie Perdue, Chipotle’s interim chief marketing officer.
“We’ve seen growing demand for protein-forward choices across more occasions, especially snack-sized portions at accessible prices,” she said in a statement. “We’ll carry this focus throughout 2026, with our culinary team driving protein-led innovation informed by customer behavior and emerging trends across our restaurants and digital channels.”
As more people get the message that they need to increase their protein intake — despite the fact that most Americans already eat enough — food companies have responded by adding protein in unexpected places, including pretzels, chips and even bottled water, said William Hallman, a psychologist at Rutgers University who studies how people think about food.
Emphasizing protein creates a “health halo” around products that makes people think they’re a better option, even if the manufacturer had to increase sugar and fat to mask the taste of protein powder, he said.
“Consumers think it’s healthier for them, and that’s the problem,” he said.
Brands highlight the positive aspects of their food, but that doesn’t mean that every high-protein product is a good choice, Elliot said. Consumers need to consider other factors such as sugar and saturated fat content, and whether the ingredients list includes a string of additives, she said.
The new nutrition guidelines also warned the public to avoid added sugars and ultra-processed foods, while maintaining the existing advice to limit saturated fat for heart disease prevention.
“Some of these protein bars, many of them are glorified candy bars,” she said.
The new nutrition guidelines may encourage products to continue jumping on the protein bandwagon, but in the long run, food companies will have to consider whether the costs of fortifying their products are worthwhile in an increasingly crowded marketplace, Hallman said.
“At some point, people are going to figure out they’re getting plenty of protein,” he said.
Most people will be able to meet their needs as long as they have a good source of protein at each meal, alongside fruits, vegetables and whole grains, Crandall said. While most people think of meat when discussing protein, other options with less saturated fat include eggs, dairy foods, seafood, nuts, seeds and beans, she said.
“Protein is one piece of the puzzle,” she said.
For most people, eating more protein than they need isn’t likely to cause a problem, though it can exacerbate kidney or liver disease. The concern is that they’ll forgo foods that are low in protein but high in fiber or vitamins and minerals that also contribute to good health, Crandall said.
“Sometimes when we hyper-focus on one area… we miss out on those other nutrients,” she said.
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