Protein-maxxing obsession debunked: Experts warn excess protein offers little benefit and may harm
核心洞察
The "protein-maxxing" trend, driven by social media and GLP-1 drug use, has pushed protein-fortified foods and supplements into the mainstream despite most people already meeting their protein needs.
Nutrition experts caution that the body can only absorb about 30 grams of protein per intake, with excess protein excreted through the kidneys or stored as fat.
People with kidney disease (搜索) should be wary of high protein intake, and extreme overconsumption has led to kidney failure in some cases.
The "protein-maxxing" craze — an internet-driven obsession with maximizing protein intake — has moved from the gym to the mainstream, filling grocery shelves with protein-infused popcorn, cereal, Pop-Tarts, and even water. But nutrition experts warn that for most people, the trend offers little benefit and, in some cases, may pose real health risks.
"Protein is one of the three macronutrients we need. It helps rebuild muscles and cells and provides some energy," said Lisa Froechtenigt, registered dietitian and bariatric program coordinator in the Michael E. DeBakey Department of Surgery at Baylor College of Medicine.
What is driving the protein surge?
The craze is being driven by social media hype about the macronutrient's health benefits, as well as new dietary guidelines and the rise of appetite-suppressing GLP-1 drugs. Social media is now full of videos claiming that squeezing protein into as many meals and snacks as possible will help with growing muscle and shedding fat.
New US federal dietary guidelines endorsed by Department of Health and Human Services Secretary Robert F. Kennedy Jr. recommend 1.2 grams to 1.6 grams of protein per kilogram of body weight per day, up from the previous recommended baseline of 0.8 grams per kilogram of body weight.
GLP-1 drugs such as Wegovy and Ozempic are also accelerating protein demand. The drugs cause a loss of appetite, leading to less food intake and more weight loss. Roger Fielding, a Tufts University nutrition professor, said roughly two-thirds of weight loss on these drugs comes from fat, while the other third comes from muscle and other lean mass. That makes consuming protein a priority for many GLP-1 users in order to preserve their muscle.
How much protein is actually needed?
Froechtenigt suggests people typically get about 20 to 30 grams of protein per main meal. She cautions that the body has a limit on how much protein it can use at one time.
"It is possible to get too much protein; the body can only absorb about 30 grams of protein per intake," Froechtenigt said.
If protein shakes or supplements offer 45 grams of protein, that is excess. The body will get rid of it through the kidneys or store it as fat. "Eat whole foods first to get your protein, but if you're struggling, a protein shake will provide you with nutrition regardless. They're not bad but be mindful – you don't need to have five shakes a day," she said.
Experts say that consuming more protein than the body needs will not trigger continuous muscle growth, as some online influencers suggest. The body does not store protein the way it stores excess fat. Once protein needs are met, the amino acids are broken down and converted into carbohydrates, which then turn into fat, particularly if overall calorie intake exceeds the body's needs.
According to the Mayo Clinic, protein should account for 10 per cent to 35 per cent of a person's calories per day. More active and older people need a higher proportion of protein.
Absorption and whole-food considerations
The body absorbs animal protein well, including chicken, beef, fish, eggs and dairy. Vegans or vegetarians typically need to eat twice as much plant protein since it is more challenging for the body to absorb.
"If someone is eating tofu, all of that might not be absorbed, so you might need to eat double the amount of what you'd eat in animal protein," Froechtenigt said.
Christopher Gardner, a nutrition scientist at Stanford University, said that the focus on the type of protein in a processed food item can be misleading from a nutritional standpoint. Once protein is digested, it is broken down into amino acids. The body does not distinguish whether it came from chicken, whey, tofu or chickpeas. He said that the source of the protein is secondary to what accompanies it, emphasizing the importance of whole-food pairings that include fibre.
While food companies are racing to add protein to anything they can, nutritionists say that what most Americans really need more of is fibre, which supports digestive health and helps regulate blood sugar.
Risks and cautions
People with kidney disease (搜索) or kidney issues should be wary of their protein intake. Everything is processed through the kidney and liver, and excess protein might be challenging for them to process.
Copious amounts of protein are not needed for those who exercise. Eating balanced meals and snacks is helpful, and carbs help make up muscle as well. In extreme cases, people have overdone protein, resulting in kidney failure because their kidneys processed extra protein. Protein alone will not replenish the body: protein, carbs and fats are necessary.
"Diet culture emphasizes protein, but we're missing out on the other two macronutrients: fat and carbs," Froechtenigt said.
People with diabetes (搜索) benefit from having protein-fortified foods and snacks like protein pastas and chips to help manage glucose levels. Protein helps manage glucose levels for those with insulin resistance, and people with diabetes should pair protein with a carb and/or fibre source.
The commercial response
The food industry is creating new products to capitalise on the protein craze as consumers prove willing to pay a premium for high-protein foods. Packaged-food companies such as PepsiCo (搜索) and General Mills (搜索) are adding protein-enhanced varieties of their top sellers, including Doritos and Cheerios. Coca-Cola's Fairlife milk brand has become one of the company's fastest-growing brands despite prices that can be more than three times those of regular milk.
The surge has also caused a spike in whey protein prices. Whey protein concentrate prices have soared to about US$12.50 to US$13 per pound as of July 9, up from about US$9 in March. US dairy processors are investing more than US$11 billion in manufacturing capacity across 19 states to satisfy consumer demand for protein products between 2025 and 2028, according to the International Dairy Foods Association.
Froechtenigt urges caution before jumping on the trend. "We are hyper-focused on protein, but our body survives on so much more," she said. "Diet culture can make us feel anxious and that we're lacking something, but pause before jumping on that train and ask yourself, 'Is this something that will benefit me or will it take my money or harm me in some way?'"