Lizzy Davis, Ph.D.As “protein‑packed” labels become increasingly common on grocery store shelves, consumers may be wondering what is behind the surge and whether these products are truly necessary.
According to Lizzy Davis, Ph.D., assistant professor in the University of Alabama at Birmingham’s Department of Nutrition Sciences, a mix of cultural trends, evolving guidelines and consumer perceptions is driving the rapid rise in protein‑forward foods.
Manufacturers have responded to the moment with an explosion of new products, from protein‑enriched lattes and cereals to fortified snacks and baked goods. While the Dietary Guidelines for Americans recently increased recommended protein intake to 1.2–1.6 g/kg of body weight, research shows most adults already consume close to 1.0 g/kg — often exceeding previous targets. At the same time, interest in satiety, muscle maintenance and overall wellness has strengthened protein’s reputation as a health‑halo nutrient.
“The food industry closely tracks these trends to guide the development of new products,” Davis said. “Recently, many trends have emphasized protein and the demand for convenient, on-the-go foods, often referred to as ‘ready-to-eat’ options. These align with customers’ current preferences, centered around health, convenience and lifestyle.”
But Davis warns that not all protein products are created equal. Although Americans generally consume enough protein, fiber intake remains far below recommended levels.
“You can knock out two birds with one stone by getting a variety of protein sources, including plant-based sources, like beans, lentils and seeds,” Davis said.
This allows consumers to meet protein needs while improving overall dietary balance. When opting for animal‑based proteins, she recommends keeping saturated fat in mind and choosing minimally processed foods when possible.
Davis says another widespread misconception centers on how much protein the body can use at one time.
“One big misconception is that your body can only use about 20 to 25 grams of protein at one time and that the rest is wasted, but that is not true,” she said. “Your body can still absorb and use it in different ways.”
Excess protein is not stored; rather, it is converted and used for energy or stored as fat if caloric needs are already met. Overconsumption, particularly from supplements or highly processed products, may add unnecessary calories without added benefit.
“If you already have enough energy from food, that extra protein can be turned into glucose or stored as body fat, so eating too much protein usually just gives your body extra calories, and over time, that can lead to weight gain,” Davis said.
Food labels can help consumers make informed choices, though terms like “good source of protein” and “high-protein” are more standardized than many realize. Davis says a “good source” provides 10 percent to 19 percent of daily protein needs per serving, while a “high” or “excellent” source contains 20 percent or more. Ingredients lists also provide insight into where some protein sources come from, such as whey, soy, pea or egg sources.
While protein‑fortified foods can be useful for groups such as GLP‑1 medication users, athletes and those recovering from surgery, Davis says most people can meet their needs through regular meals.
“Always talk to your doctor or dietitian for a specific plan as there may be other considerations that may reduce needs for protein, like early stages of chronic kidney disease,” she said.