I stared in dismay, yet I was unsurprised at Starbucks’ latest advertisement on their new protein coffees and cold foams. Boasting a whopping 36 grams of protein per Grande serving, these protein-infused drinks are a current example of the permeation of protein in the food industry. 

Now, I’ve noticed a growing trend of protein in not just supplements and drinks but also general food products. Every time I go to the grocery store, almost every food product has a high-protein alternative. Mac and cheese with 30 grams of protein, cereals boasting 20 grams of protein — the addition of protein emblazoned on almost every food label has become overbearing and overwhelming. 

Why this fast-growing trend of protein-rich diets? One of the main macronutrients — along with carbohydrates and fats — protein is highly praised in the health and fitness industry for its role in muscle building and overall satiety.

At a biological level, according to “Harvard Health Publishing”, protein powers essential biochemical reactions of cells, aids in structural support, and supports the growth and repair of the body’s tissues.

We all know protein is essential. Without it, our bodies could not perform the necessary reactions and routines needed for daily functioning.

But even though carbohydrates and fats are equally as important as proteins, they are not as emphasized in the media and consumer culture as protein. Fiber aids in digestion, mitigates blood sugar spikes, and inadequate consumption is correlated with certain cancers; carbohydrates are essential to brain functioning and daily energy levels.  

But this obsession surrounding protein has dimmed the importance of other invaluable nutrients; the marketing of protein has catapulted far beyond the macronutrient’s basic functionality. From spurring on “clean” and “guilt-free” food mentalities to aiding in increased monetization for food companies, protein has slowly morphed into something far beyond its original intent. 

Although protein’s premise of satiety, weight-loss, and overall health benefits is appealing, this is a veneer for a more incentivizing result: money. 

The recommended protein intake per day is around 56 grams and 46 grams for men and women, respectively. Data from the Centers for Disease Control and Prevention show that the actual average daily intake is around 82 grams. 

This uptick — an article published by “BBC Science Focus” states that in the past ten years the amount of high-protein products sold has quadrupled — in food products ladled with protein has an ulterior motive in the food industry: companies are able to pickpocket more money from consumers.

While excess protein intake isn’t necessarily linked to catastrophic health consequences, depending on the protein, this overall trajectory in the emphasis of protein is a direct result of the food industry’s capitalization of consumers. 

Additionally, the social connotation of high-protein foods only seeks to further instill unhealthy mentalities surrounding food, as these high-protein foods tend to advertise “guilt-free” eating (which also continues the cycle of incentivization from the food industry). 

While it is encouraged to build and maintain a well-balanced diet, food has no morality. Deeming a certain food “good” or “bad” only reaffirms diet culture practices and unrealistic expectations. 

The key is sustainability; believing you have to meet a certain protein goal every single day to meet your health or fitness goals and exclusively eating high-protein alternatives can work and be a preferred lifestyle for some individuals, but it is important to find what works for you and strike up the right balance. 

A healthy diet is one you will be able to maintain for the long run, and encompasses far more than just one macronutrient.