Lifestyle Sports: Latest from Food Politics: The eye-rolling protein craze: some thoughts

By Marion Nestle

June 04 2026

The eye-rolling protein craze: some thoughts

Nutritionists like me cannot understand why people think they need more protein, so much so that the food industry is putting protein into everything.

Most Americans consume close to twice the amount of protein needed, and practically anyone who consumes enough calories gets plenty. Protein is in lots of foods and it’s really hard not to get enough unless you aren’t eating much.

I’m endlessly entertained by protein in everything, and am tracking its effect on the food industry.

Guess what. There’s a shortage.

Protein powder shortage threatens America’s biggest food craze: Companies are now grappling with whether to raise prices at a time when consumers are already reeling from a prolonged period of inflation.

The food industry views the protein craze as a growth opportunity.

How protein is shaping active nutrition in 2026: Sustained demand for protein continues to define the active and performance nutrition space. But where are the growth niches?… Read more

And it’s not just food. Look what’s happening with drinks.

From coffee to soda: How protein is making waves in beverage innovation: Drinks are a new frontier for protein innovation… Read more

And just because a product contains protein, doesn’t necessarily mean its healthy.

The new paradox: Protein vs processing: Protein is the snack industry’s hottest claim but if the foods delivering it are still ultra-processed, the sector may be building its next health halo on shaky ground… Read more

Unusual sources of protein are not doing so well these days.

Insect protein’s reality check: High costs, failed ventures and slower-than-expected market growth temper early optimism.

But peptides—smaller chains of amino acids—are another craze, despite lack of evidence for their benefits.

Peptides Move From Fringe Biohacks to Functional Food Frontier: As demand surges for targeted health solutions, Nuritas’ Nora Khaldi discusses how AI is transforming peptide discovery, and why food and beverage may be the industry’s next big play… Listen now

As always, I’m for getting protein from foods, largely plant sources. Yes plant proteins sometimes are low in essential amino acids but the low ones differ among plant sources, so variety takes care of gaps: rice, wheat, and corn with beans, peanut butter sandwiches. Easy.

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