Experts Debunk Protein Myths Amid Rising Trend of Protein-Enriched Foods

The global food industry is increasingly flooding shelves with protein-enriched products, from protein donuts and beer in the US to protein-enriched bagels and cereals in Israel. According to Mintel research, over 1,000 new protein-fortified products were launched in 2025 alone, reflecting a growing consumer demand driven largely by marketing trends rather than actual nutritional need. Despite this surge, about 90% of the population does not suffer from protein deficiency.

Clinical nutritionists Dana Valero and Dr. Yair Lahav explain that while protein is essential for bodily functions and muscle maintenance, many common beliefs about protein intake are myths. For example, the body can utilize more than 30 grams of protein at once, and consuming protein immediately after exercise is not mandatory for muscle building. The World Health Organization's minimum recommended protein intake is 0.8 grams per kilogram of body weight daily, but experts now suggest 1.1 to 1.6 grams for optimal health, especially for older adults who face muscle loss and anabolic resistance.

Protein supplements like shakes and yogurts can be beneficial, particularly for older adults or those on weight-loss medications such as Ozempic, which reduce appetite and risk muscle loss. However, protein-enriched snacks like bagels or cereals often provide negligible benefits compared to whole foods. Dr. Lahav emphasizes that protein from animal sources and soy scores highest in bioavailability, while plant-based proteins require careful combination to meet amino acid needs.

The experts caution against overconsumption of protein, especially for individuals with kidney disease, but note that healthy people can safely consume up to twice the recommended amount. They stress that protein intake should be balanced with other nutrients, highlighting that fiber deficiency is a more common dietary issue. Ultimately, muscle growth requires both adequate protein and strength training, and a varied, whole-food-based diet remains the best approach to nutrition rather than relying heavily on protein supplements or fortified products.