Protein Becomes Nutrition Trend with Varied Products and Health Debates

Protein-enriched foods have surged in popularity, especially in the US, where products range from protein donuts and beer to pet snacks. In 2025 alone, over 1,000 protein-fortified products were launched, reflecting a growing consumer demand, with nearly half of American shoppers seeking added protein in their food despite concerns over cost. In Israel, the trend is milder but growing at about 14% annually.

Clinical nutritionists Dana Valero and Dr. Yair Lahav explain that while protein is essential for health, muscle maintenance, and various bodily functions, most people already consume sufficient amounts through regular diets. The World Health Organization's minimum recommendation of 0.8 grams per kilogram of body weight is considered the baseline, but experts now suggest 1.1 to 1.6 grams per kilogram daily for optimal health, especially for older adults who face muscle loss and anabolic resistance.

The article debunks common myths about protein intake, such as the body’s inability to use more than 30 grams at once or the necessity of consuming protein immediately after exercise. Instead, spreading protein consumption evenly throughout the day is advised, particularly for seniors. Protein supplements like whey-based yogurts or powders can be beneficial, especially for those with reduced appetite or specific dietary needs, but processed protein snacks and fortified cereals often offer little nutritional value compared to whole foods.

Older adults and individuals using weight-loss medications face challenges in maintaining muscle mass and adequate protein intake, making clinical nutritional guidance important. Plant-based diets can provide sufficient protein if well planned, combining legumes and grains to ensure amino acid balance. Experts emphasize that focusing solely on protein risks neglecting other vital nutrients like dietary fiber, underscoring the need for a balanced, Mediterranean-style diet.

Overall, while protein remains a key nutritional element, the current trend should be approached with awareness of individual needs and the importance of diverse, whole-food diets rather than overreliance on supplements or processed products.