The problem with our protein obsession — and 4 easy ways to get the perfect amount

• Protein is everyone's favorite nutrient after decades of demonizing fats and carbs.
• But our protein fixation could be crowding out underrated nutrients for muscle-building and longevity.
• Doctors and dietitians offer simple guidelines for getting the right amount of protein for your goals.

These days, protein is pervasive in American culture.

You can chug a bottle of protein water in flavors like lemon ice and orange mango, sip on high-protein beer, or chow down on protein cereal, pasta, and pizza.

The Kardashians got in on the business this week — Khloé Kardashian dropped her proprietary "Khloud" dust protein popcorn.

Our love affair with eating extra protein for losing weight, building muscle, and extending lifespan is strong. But nutrition experts wish we would open up the relationship to other nutrients, too. Past a certain point, our bodies can't use excess protein, and it sometimes crowds out crucial vitamins and fibers we need for muscle-building.

Dr. Tim Spector, a top nutrition scientist, said most people would do better to focus on factors like eating more fiber or fewer processed foods, rather than blindly focusing on protein.

"It's become really like a religion. People get very, very aggressive when I say this," Spector told Business Insider. "They think protein's the answer to everything."

Business Insider talked to researchers, doctors, and food industry pros to get to the bottom of our protein obsession, why it might backfire for health long-term, and what we can do about it.

Why we need protein

Getting enough protein is crucial to stay healthy.

Protein plays a critical role in building and repairing tissues, including muscle, hair, nails, and skin. Protein preserves strength and metabolism as we age, and powers our immune system.

"It's essential because we can't make some of the amino acid building blocks in our body, so we need to get it from the diet," Daniel Moore, professor of muscle physiology at the University of Toronto who specializes in protein metabolism, said.

Protein also offers a dual benefit for weight loss. It's more satiating, meaning you're likely to eat less, and it takes more energy to digest, helping your metabolism burn a few more calories than you might otherwise.

With the growing market of GLP-1 drugs like Ozempic, protein is all the rage because it's key to retaining muscle mass while losing weight.

Your protein sweet spot

The bare minimum for adults is around 0.36 grams of protein per pound of body weight each day, according to the US dietary guidelines.

Translation: for a 180-pound person, that's about 65 grams of protein. You can hit that by lunchtime: a cup of Greek yogurt with walnuts for breakfast (25-30g), a tuna or turkey sandwich for lunch (20-30g), and string cheese (6-7g) or veggies and hummus (4-5g) for a snack.

To lose weight, build muscle, or support athletic performance, you'll want about 0.7 to 0.8 grams per pound of body weight daily.

Translation: that 180-pound person would need 126-144 grams of protein. Try a three-egg and cheese omelette for breakfast (27g), bean and quinoa salad for lunch (25g), and chickpea pasta with chicken and spinach (53g) for dinner, with snacks like almonds (6g) or cottage cheese (25g).

For healthy aging, you need something in between — around 0.6 grams per pound of bodyweight.

Too much protein can displace other nutrients needed to build muscle

Going over your protein baseline is not harmful for most people, according to the dietary guidelines. However, it pays to be strategic.

For one, our bodies can't store protein.

"If you eat a lot of protein, that's fine, but you're going to be peeing it out essentially," Moore, the physiology professor, said. Your body uses protein to rebuild tissue, and your kidneys clean up any excess.

More importantly, if your goal is to build muscle to feel good, look good, and live longer, you need other nutrients.

You need energy. That means getting enough carbs, which can be crowded out if you're overly focused on protein because protein is very filling.

"Most athletes that I talk to are eating too much protein because they think eating more protein means building more muscle," said sports dietitian Nancy Clark. "It's actually the carbs that fuel muscle. All the protein they're eating displaces the carbs that are needed to fuel the muscles."

Clark recommends athletes eat twice as many grams of carbs as they do protein for optimal energy and recovery — possibly more, depending on the specifics of the sport.

You also need fiber, vitamins, and healthy fats — easy to skimp on if you're pounding ultra-processed protein shakes and high-protein snack bars.

According to the USDA, more than half of adults hit their protein goal but 90% of women and 97% of men don't eat enough fiber. Without fiber, a protein-heavy diet can be hard on your gut and digestion.

There's also magnesium, found in leafy greens and seeds, and omega-3 fatty acids, in nuts and fish, which do wonders for muscle health. B-vitamins and vitamin C can keep your energy levels high and bolster your immune system.

"Anyone who tries to really go for these extreme amounts of protein will be getting virtually nothing else that is healthy," Spector said. "That's what the big worry is about."

Kristin Draayer, a registered dietitian nutritionist, warns her clients against fixating on one nutrient. Her job is to help clients understand their body better, without relying on a tracking app.

"This protein-centric mindset can transform eating from an intuitive, enjoyable experience into a calculated nutritional exercise," Draayer said.

The real winners of your protein obsession? Food brands.

Through the decades of conflicting advice about fats and carbs, protein has held steady as a reliably safe nutrient to focus on.

In the 1990s, fat was wrongfully blamed for Americans' growing problem with obesity, and the diet industry responded with a wave of low-fat or fat-free products. By the 2010s, carbs were out — pop nutrition did a complete 180, embracing the high-fat, low-carb keto diet.

"It's a very appealing concept. We have to eat something, and everything else has been labeled bad," Bettina Mittendorfer, nutrition researcher at the University of Missouri, told Business Insider.

For food brands, this has been a blessing.

Consumers are increasingly skeptical about the health consequences of pre-packaged meals and snacks. But companies can use processed protein isolates — concentrated pellets of protein derived from soy or milk — to pump up the protein content of cereals, granola, and microwaves meals for the more health-conscious.

Julia Mills, a food and drink reports analyst for market research firm Mintel, said protein became a top advertising angle in 2019, with brands positioning high-protein products as a "cheat code" to enjoy ice cream, chips, and candy without guilt.

"The idea is, with these protein products, it's okay to indulge and even go overboard because it's healthy," she said.

The protein trend has also created a selling point for previously unglamorous foods like yogurt, beans, and sardines.

"I don't think cottage cheese would have made a comeback if not for the protein trend," Mills said.

Spector worries that the boom in protein is benefiting business at the cost of consumers' long term health. "Manufacturers see this as an incredible opportunity to produce fairly cheap supplements with big margins," Spector said.

As the trend continues, though, consumers are getting savvier about their protein sources, according to Mills.

Real-food sources of protein — Chobani's high-protein Greek yogurt, Good Culture cottage cheese, and Fairlife protein-packed milk — are shaping up to be the big winners of the mid-2020s compared to processed protein snacks.

"People still want protein but they're asking, 'what else does it offer?'" Mills said.

4 tips to hit your protein goal the right way

Simple guidelines can help you hit your protein intake without sacrificing other essential nutrients:

• Eat balanced protein sources

Our focus on protein often leaves us lacking in fiber, according to Spector. It's a crucial nutrient for healthy digestion and metabolism.

Thankfully, some cheap and versatile foods are high in both protein and fiber. You could try quinoa instead of rice for lunch, chicken with a side of leafy greens, or tuna on whole wheat toast.

A key point here is eating more plants: Spector tries to get at least 30 different kinds per week in his diet to increase fiber, protein, and other nutrients.

• Limit your processed foods

Aim to get most of your calories from whole foods, not out of a package.

Ultra-processed protein contains protein in isolation, meaning it's broken down and lacks vitamins, minerals, and disease-fighting polyphenols that are important for energy, muscle recovery, and overall health.

Think fish, beans, whole grains, dairy, and lean meats.

• Space your protein out throughout the day

Consider eating like a pro athlete by spacing your protein out throughout the day.

"The best way to think of protein is like bricks. If you're trying to build a wall, it's pointless dropping all the bricks in one place. You need to distribute them strategically." Matt Jones, a sports nutritionist who advises supplement brand Cadence and worked with the Boston Celtics during their 2024 NBA Championship-winning season, said.

Eat protein at each meal — about 25-35 grams of protein every four to five hours — instead of trying to pack loads into your morning shake. That way, you'll give your body time for growth and repair processes, Jones said.

Even distribution also helps regulate your appetite so there's room to consume other essential nutrients.

• Don't fixate on one number

Above all, don't sweat too much about it. Coming up short a few grams of protein one day isn't going to derail your goals as long as you stay on track most days.

In the US, where people eat a lot, you don't need excessive protein to get a good amount, Mittendorfer said. The average American eats as much as 3,800 calories a day; 10% adds up to 95 grams of protein.

If you're eating enough on a balanced diet, you'll likely hit your target without needing to worry too much.

"If I eat very little food, I should have a high percentage of protein. If I eat a lot, I can have a low protein percentage," Mittendorfer said.