Experts Debunk Protein Myths Amid Growing Trend of Added-Protein Foods

The global food industry is increasingly flooding shelves with products boasting added protein, from protein-enriched bagels and cereals to protein donuts and even protein beer, particularly in the US. According to Mintel data, over 1,000 new protein-fortified products launched in 2025 alone, up from around 700 annually in previous years. Despite this surge, about 90% of the population does not suffer from protein deficiency, making the trend more of a marketing phenomenon than a nutritional necessity.

In Israel, the protein trend is growing more moderately, with a 14% annual increase in products containing added protein. Experts like clinical nutritionist Dana Valero and clinical sports nutritionist Dr. Yair Lahav emphasize that while protein is essential for health and muscle maintenance, most people meet their needs through regular food. The World Health Organization's minimum recommended intake is 0.8 grams per kilogram of body weight daily, but current expert guidelines suggest 1.1 to 1.6 grams for most people, especially older adults who face natural muscle loss and anabolic resistance.

Several common myths about protein are debunked: the body can utilize more than 30 grams of protein at once; protein intake timing around workouts is flexible, with total daily intake being more important; and high protein consumption does not cause kidney disease in healthy individuals. Protein supplements like yogurts and shakes can be convenient but are not necessary for most, and processed protein snacks often contain unnecessary additives.

Older adults and people using weight-loss medications such as Ozempic or Wegovy may need to pay special attention to protein intake to prevent muscle loss. Experts recommend balanced diets rich in whole foods, including animal and plant proteins, with clinical guidance for those with specific needs. The Mediterranean diet pattern, emphasizing whole and minimally processed foods, remains the recommended approach. Ultimately, focusing solely on protein risks overshadowing other vital nutrients like dietary fiber.