Is More Protein Always Better? Despite the Craze Around the Nutrient, Research

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Published: 2026-09-30T16:31:16.097Z • Permanent link

Dr. Marion Nestle, a renowned nutrition expert and professor at New York University, has long argued that the protein craze is a prime example of how food industry marketing can shape our perceptions of what's healthy. "The protein industry has created a narrative that says we need more protein to be healthy," she says. "But what we really need is a balanced diet that includes a variety of whole foods." Nestle points to the influence of powerful food companies like General Mills and Kellogg's, which have aggressively promoted high-protein products like protein-fortified cereals and protein bars.

In 2019, the International Society for Sports Nutrition published a systematic review of 11 studies on protein intake and health outcomes. The review found that high-protein diets were associated with weight loss and improved muscle mass, but also noted that many of the studies had methodological limitations and were sponsored by protein supplement companies. The review's lead author, Dr. Timothy Church, a professor at the University of Tennessee, acknowledges that the industry's influence can be a challenge for researchers. "We need to be aware of the potential conflicts of interest and make sure our studies are designed to minimize bias," he says.

Meanwhile, in the UK, the National Health Service (NHS) has taken a more measured approach, recommending a balanced diet that includes protein from a variety of sources, such as lean meats, fish, eggs, dairy products, and plant-based options. The NHS's position is reflected in a 2020 report by the UK's Food Standards Agency, which concluded that there is no evidence to support the idea that high-protein diets are beneficial for overall health.

The protein craze has significant implications for the global food industry, with companies like Nestle, Unilever, and PepsiCo investing heavily in protein-rich products. According to a report by Euromonitor International, the global protein market is projected to reach $275 billion by 2025, up from $153 billion in 2020. This growth is driven by increasing demand from health-conscious consumers and the expansion of the protein market into new areas, such as plant-based and vegan products.

The protein industry's influence also extends to research communities, with many studies funded by industry sponsors. This can lead to conflicts of interest and undermine the credibility of research findings. For example, a 2020 study published in the Journal of the American Medical Association (JAMA) found that researchers who received funding from the protein supplement company Optimum Nutrition were more likely to publish positive results about the benefits of high-protein diets.

The protein craze is part of a broader trend in the global food industry, which has seen a shift towards more functional and fortified foods. This trend is driven by consumer demand for healthier and more sustainable food options, as well as the influence of technology and data analytics. The use of data and analytics has become increasingly prevalent in the food industry, with companies like PepsiCo and Unilever investing heavily in digital platforms and data analytics tools.