Currently browsing posts about: Protein

Alert to readers: Amazon.com displays listings for several more workbooks, study guides, and cookbooks purportedly based on my book, What to Eat Now (see previous post on this).  I did not write any of them.  Caveat emptor!

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Protein is the #1 food marketing trend for 2026 and is expected to be a big issue in the forthcoming 2025-2030 dietary guidelines.

The main drivers of the trend:

• Aging 
• Weight management
• Fitness.
• GLP-1 drugs
• Marketing!!!

I put exclamation points after marketing because average protein intake among anyone who eats enough calories is already way above minimum requirements  (also see this).  Adding more is unlikely to do any good.  And current evidence is insufficient to change existing recommendations for protein intakes. 

That’s why the protein trend is really about marketing.

And that’s why protein is now added to everything.

One other point: although protein is in most foods (exceptions: sugar and fats), people commonly understand protein as a euphemism for meat (plant-based sources of protein seem healthier).

If advice to eat more protein gets translated to eat more meat, this will not be good for the health of people or the planet.

• IFT’s Food Technology Hunger for Protein Fuels Meat Mania: Consumer meat/poultry consumption has increased as shoppers seek out protein and fewer say they are avoiding meat.  Read More

Here are a few items from industry publications about taking advantage of the protein trend.

• How protein turned from trend to necessity:  Protein fortification continues to dominate the food and beverage space – but how is ingredient innovation evolving to meet the need for more protein?… Read more
•  Why is there a whey shortage?  High demand and limited supply, in part due to its use with GLP-1 prescriptions, are leading to shortages of the protein… Read more
• Why collagen is set to dominate 2026: Collagen is transforming food, drink and confectionery. Discover why this powerhouse ingredient is set to dominate innovation in 2026… Read more
• How protein powers CPG majors’ expansion plans:  Protein remains a cornerstone of innovation for food and beverage brands. Here’s how Danone, PepsiCo and General Mills are exploring the global megatrend… Read more

I’m indebted to Consumer Lab for its testing and discussion of Protein, Energy, and Nut Bars.  

Full disclosure: I don’t like these products much.  I don’t like their soft texture or off flavors.  The Environmental Working Group doesn’t much like them either, mainly because they are ultra-processed, contain artificial sweeteners, and are highly caloric.

Consumer Lab’s tests found some of these bars to contain more fat, carbs, and/or sugar alcohols than listed on their labels.  The test results are in CL’s Nutrition Bars Review of bars from Aloha, Barebells, Clif Bar, David, GoMacro, IQ Bar, Kind, Kirkland, Larabar, Perfect Bar, Pure Protein, RxBar, and Quest.

CL is particularly concerned about the sugar alcohols commonly used in high-protein bars.

The distributor of one of the David bars deemed by CL as not approved (nearly five times as much fat as on the label and, therefore, more calories) argued that CL had used the wrong testing method.

At issue is the number of calories provided by the ingredient, esterified propoxylated glycerol (EPG), a poorly digested fat substitute.  CL thought it should be labeled and its calories counted.  The distributor disagreed.

CL says “EPG is a way to add fat to a protein bar (making it less dry), while hiding most of this fat and possible calories from the label.  But we think this is dishonest to consumers….”  It then goes on to discuss the potential binding of EPG to fat-soluble vitamins and causing oily urine and stools.  It wants amounts of EPG disclosed on labels.

Comment: The FDA says EPG is GRAS.  While the arguments about its calories continue, my bottom line is simple.  EPG is a marker of ultra-processing.  I would just as soon avoid it.

Protein is very much on the food agenda these days despite evidence that hardly anyone needs more of it than they are already getting.  This has led to at least two trends.

I.  Nutritional hilarity. 

Here’s my current favorite example (you can’t make this stuff up).

II.  Eat more meat!

The Institute for Food Technology says Hunger for Protein Fuels Meat Mania.

Meat and poultry purchases and consumption have reached an all-time high thanks to a dramatic drop in those trying to avoid meat (from 37% in 2022 to 22% in 2025) coupled with consumers’ ongoing interest in adding protein to their diets, according to new research from FMI, The Food Industry Association. Datassential reports that protein is now the most sought-after healthy descriptor on restaurant menus.

The protein craze raises a couple of important questions.  The meat industry wants you to eat more meat.  Should you?

I.   Do protein requirements need to be increased?

A review of protein requirements says 

Across populations, the findings reported for protein and indispensable amino acid requirements in our review both reflect and depart from the current DRIs. Additionally, studies in our review reported higher protein requirements for children and pregnant individuals than current DRIs…Notably, we found sparse literature on indispensable amino acid requirements across populations; therefore, consistency of these findings is unknown.

The answer: probably not.  Most people are already consuming twice recommended amounts.

II. Is eating too much protein harmful?

A review of the literature—The harms of high protein intake: conjectured, postulated, claimed, and presumed, but shown?—finds no harm from eating excessive amounts of protein.

Results from some observational studies have shown associations of high(er) protein intakes with a variety of negative health outcomes. However, we know of no compelling evidence that, in otherwise healthy humans, there is an upper level of protein intake where the conjectured harms of HP intake have been demonstrated.

HHS Secretary RFK Jr says he thinks we need more dairy foods in our diets.

“I grew up in a world where milk was the healthiest thing that you could eat,. There’s a tremendous amount of emerging science that talks about the need for more protein in our diet and more fats in our diet. And there’s no industry that does that better than this industry.

More protein?  Most Americans already consume more than twice the amount required.  Protein is in all minimally processed foods.  If you eat enough calories, you are getting plenty of protein.

The focus on protein is baffling to nutritionists like me.  Surveys report that 70% of us are trying to eat more protein.

This has led to protein madness.

To give just one example (another nutritionally hilarious product):

Plants have less protein than meat, dairy, or eggs, but those amounts add up.  Their amino acid composition is not as close to ours as are animal foods, but eating a variety of plants takes care of the differences.

RFK Jr’s push of protein and fat translates to a push for eating more meat and dairy foods.  Recall Brooke Rollins’ statement about getting rid of leftist ideologies in the dietary guidelines?  I was guessing that meant eating more plants.

We have to wait and see what the guidelines say when they come out, and I’m braced for it.

As readers know, I am not convinced anyone needs to worry about protein intake; most of us get more than enough from our usual diets, even if vegetarian and vegan.

Consequently, I do not know what to make of high-protein products like this one.  No, especially this one.

Beyond sugar reduction: Protein Candy adds function and fun to better-for-you sweet set:  With 14 grams of protein and only 4 grams of sugar, Protein Candy promises better performance for consumers and retailers… Watch now

This is candy with whey protein added, specifically designed to “appeal to consumers seeking satiety “as quickly as possible,” which has emerged as a top priority alongside deepening interest in weight loss and the use of GLP-1 medications.”

I will say it again: hardly anyone needs more protein.

If you want protein with your candy, how about milk chocolate with almonds, or plain old peanut brittle.

Happy fourth of July weekend.

Emily K. Abel.  Gluten Free for Life.  NYU Press, 2025.

I was surprised to be asked to do a blurb for this book, since I don’t have to worry much about gluten and rarely comment on clinical medicine, but after reading it I was glad to do one.  It’s a really good book.  My back cover blurb:

This important book is a rousing call for action—medical, dietary, social, and political–to protect people with celiac disease from the gluten proteins that make them sick. Emily Abel’s analysis of the barriers to avoidance, from unaware doctors to food companies’ lobbying against labeling to widespread ignorance of where gluten lurks in food, should convince us all to insist that gluten be labeled and products monitored to ensure they really are gluten free.

Celiac disease turns out to be a genetically determined autoimmune reaction to digested fragments of gluten proteins. The autoimmune reaction destroys the lining of the intestine, causing serious digestive illness and preventing nutrient absorption.  People with celiac disease display nutrient deficiences and many other symptoms beyond digestive.  These are more difficult to explain and put this disease in a category similar to that of other poorly understood multi-symptom diseases.

Wheat, rye, and barley contain gluten proteins.  Corn and oats do not, but they are easily contaminated with wheat in silos or trucks.

Symptoms of celiac disease ought to disappear when people strictly avoid foods containing sources of gluten.

But this book emphasizes that strict avoidance is practically impossible for most people with this condition.  Why? Gluten proteins seemingly are everywhere in the food supply, not least because food preparers don’t realize what they are.

Abel makes a strong case for celiac disease—and gluten—as deeply misunderstood, maligned, and neglected.

She quotes the voices of many people with this condition, in despair over how long it took them to be diagnosed, how hard it is for friends and relatives to understand what it takes for them to avoid gluten, and how often they are “glutened” in error.

As a result of reading this book, I will join calls for better labeling—-and for rigorous, scrupulous efforts to make gluten-free mean what it says.

Cell-culture isn’t just for beef anymore.  I’ve been collecting items…

FOIE GRAS:  ProVeg hails application for EU approval of cultivated foie gras: French company seeks approval for product made from cultivated duck cells.

EEL:  Cultivated eel that ‘melts in your mouth’? How Forsea mimics ‘tender, succulent’ texture of fish and seafood:  Eel meat is unlike any other: it is fatty, tender, and ‘almost melts in your mouth’, explains Roee Nir, co-founder and CEO of Forsea Foods. The start-up is working to mimic these attributes with stem cells in a lab…. Read more

COFFEE:  A cup of lab-grown Joe: researchers release proof of concept for cell-cultured coffee: Dr. Heiko Rischer and his team at VTT Technical Research of Finland published its cell-cultured coffee recipe, highlighting the opportunity to strengthen and reinforce the global coffee supply chain…. Read more

BREAST MILK: Cell-based breast milk in development to replace ‘suboptimal’ bovine infant formula: Can the complexities of breast milk be replicated by cows? France-based Nūmi doesn’t think so. The start-up is turning to cell culture to develop the ‘closest thing possible’ to breast milk…. Read more

PET FOOD: Cultivated meat pet food gains UK approval in world first:Meatly has announced that it has received regulatory clearance to sell cultivated meat for pet food in the UK…. Read more

PROTEIN: Beyond Meat launches ‘first of its kind’ protein to appeal to health-conscious consumers:  The company’s latest product is not intended to replicate beef, pork or chicken. It comes amid a sharp downturn in plant-based meat consumption.

MEAT AND SEAFOOD: Cultivated meat and seafood watch: What’s the latest in cultivated?  Cultivated meat, despite only being on the market in one country (Singapore), is on the rise…. Read more

AND THE POLITICS, OF COURSE: Nebraska governor says no to lab-grown meat: If Gov. Jim Pillen has his way, Nebraska legislators will pass a law banning the sale of “lab-grown meat” — the industry prefers the term cultivated meat — during its next session. Florida and Alabama enacted state bans on the alternative meat this year, and Iowa has barred school districts and publicly funded colleges from buying the meat.

The idea of adding or substituting insects for other protein foods is a big deal these days, if you count the amount of venture capital going into insect food startups.

Here are a few of the latest things I’ve seen on the topic.  Enjoy!

• Edible Insects Crawl Into the Food Market Amid Growing Investment Based on Climate and Security Benefits:   More governments, large companies and investors are joining start-ups in the quest to deliver edible insects to the world’s dining tables.  Insects turn energy into protein more efficiently and with less environmental impact than livestock, but some critics raise concerns.
• Interest in eating insects can be increased, study shows:  At a time when meat consumption is increasingly being seen as unsustainable, eating insects is for many a comparatively better option. However, many people in the West find insects difficult to stomach. A new study shows that it is possible to increase people’s interest in insect consumption…. Read more
• Termites as human foods—A comprehensive review:  This paper aims to share recent findings by covering edible termites as the main aspect, from their consumption record until consumer acceptance.  Read More
• Could eating insects slow weight gain in people with obesity?  A new study suggests consuming insect protein slows weight gain and improves health status in obese mice. The findings are promising for humans, lead study author Kelly Swanson, interim director of the Division of Nutritional Sciences at the University of Illinois Urbana-Champaign, tells FoodNavigator…. Read more
• Insect-protein dog food producer in rapid growth mode:  Percuro, based in Europe, is investing in production capacity to keep up with its fast global sales growth. Read more