Opinion: Our obsession with protein is getting out of hand

"Starbucks has declared itself all in on protein. Beginning this month, customers can order Protein Lattes and Protein Matchas, or add Protein Cold Foam to their cold brews and Frappuccinos, turning a daily caffeine ritual into something resembling a workout supplement. This isn't simply about menu items. It signals how deeply the protein craze has embedded itself into American culture. Across the grocery aisle, protein has become the nutrient of the moment, highlighted with the same zeal once reserved for fat-free labels."

"Inconvenient truth The inconvenient truth is that most Americans already consume more protein than their bodies require. The average adult exceeds the minimum daily allowance without much effort. Still, brands are eager to convince us otherwise, as every high-protein label can turn an ordinary product into something premium and more profitable. They suggest that our everyday diets leave us protein-starved and that salvation lies in protein-fortified coffee, cookies, pancakes, ice cream, popcorn and even bottled water."

"The real science behind protein is far more complex than marketing suggests. Research shows that ample dietary protein helps with feeling full, protecting lean muscle during dieting and lowering the risk of becoming frail with age. In healthy adults, protein intakes moderately above recommended levels haven't been consistently shown to cause harm. However, the long-term effects of sustained high-protein consumption remain under study, and emerging data call for more caution."

Starbucks introduced Protein Lattes, Protein Matchas, and Protein Cold Foam, expanding protein into coffee drinks and signaling a broader cultural protein craze. Protein is now marketed across foods and beverages, elevating products with high-protein labels. Most Americans already consume more protein than required; the average adult exceeds the minimum daily allowance easily. Dietary protein can increase satiety, protect lean muscle during dieting, and reduce frailty risk with age. Long-term effects of sustained high-protein diets remain uncertain and warrant caution. Many protein-fortified foods are ultraprocessed, often higher in added sugars, sodium, fat, and calories, and may displace fiber, healthy fats, vitamins, and minerals.

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