By John Hand –
The word is out. Protein is in. People need it, want it and are looking for ways to consume more of it. Powering up protein consumption has become a priority, with demand surging across diets and lifestyles. The proof is all around.
Consider Chobani, the company known for Greek yogurt. In October 2024 Chobani released a new high-protein line of Greek yogurt. It represented a big step up in terms of protein. A container of non-fat plain Chobani Greek yogurt already held 14 grams of protein, but a recent study showed half of consumers are buying products with extra protein. So, Chobani’s new product line had yogurts with as much as 30 grams of protein.
Of course, there are other considerations when it comes to protein. Consuming enough on a daily basis is essential to a person’s healthy daily life. But the quality of the protein consumed matters more than the quantity of protein.
The growing obsession with protein is probably tied to an increased understanding of macronutrients. People increasingly realize that to live a healthy life, they need to consume a healthy balance of fats, carbohydrates and proteins. Each macronutrient fulfills a necessary function. Proteins, for example, provide essential amino acids, which the body can’t produce on its own. Amino acids are important because they are responsible for improving bone density, assisting the immune system and supporting muscle tissue, among other things. Despite the need to consume carbohydrates and fats, these two macronutrients receive negative connotations. Consequently, proteins become universally accepted as a healthy nutrient.
It is recommended that people consume 0.36 grams of protein per pound of body weight. Getting enough protein is rarely an issue in developed countries. In fact, a 2015 report from the United Nations showed the average person in the U.S. and Canada gets a fifth more grams of protein than is recommended.
The recommended amount of protein consumption can differ depending on sex, age, weight and fitness goals. For example, a recent study showed protein can help with weight loss, but a person looking to lose weight must have protein make up 25 to 30 percent of their caloric intake. Adding muscle is another popular reason for eating high levels of protein. A 2022 metal-analysis showed that eating 3.5 grams of protein per kilogram of body weight can help build muscle. However, in both examples, the type of protein consumed is more important than the amount of protein.
Those looking to increase their protein intake may, not surprisingly, think about chowing down on a nice steak dinner. Here’s the catch. While a steak will provide plenty of protein, it also contains a high level of saturated fat, which is unhealthy.
A more effective alternative is to gravitate towards seafood, chicken, eggs and nuts. These are leaner ways to eat protein. Fruits, vegetables and whole grains are also great sources of protein.
Protein can also be added to a diet through protein powders or protein snacks like breakfast bars and shakes. These can be decent options, but they can also present hidden risks. Protein powders are not regulated by the Federal Drug and Food Administration and protein products can often have unhealthy amounts of additives, or sugars. This makes it important to carefully read a supplement’s nutrition facts to get a handle on exactly what’s in any of these products.
As for guidelines, it is suggested to consume supplements with two grams or less of saturated fats, five grams or fewer of sugar, no more than 200 calories and no trans fats or partially hydrogenated oils.
Protein products not only have potential health benefits, but they also now represent a big business. The whey protein industry market, for example, has grown into an $11.79 billion market. The increased focus on health means it is unlikely to slow down any time soon whether that means growing demand for protein shakes, snacks or protein-enhanced yogurt or simply greater calls for salmon and chicken.
