In recent years, I’ve noticed a sharp rise in a new directive around our diets: eat more protein. Proteins are now seen as the key to a healthy body and weight loss. On social media, viral recipes are often labeled as “high-protein,” and even protein-rich snacks for children are becoming popular. Under my videos, I frequently see comments like “not enough protein” or “where are the proteins?”
In supermarkets, we’re now seeing an influx of ultra-protein products, meant to ease fears around a supposed protein deficiency.
Originally a focus for athletes, this message now targets everyone, regardless of lifestyle. Social media often promotes 2 to 2.5g of protein per kilogram of body weight, equating to 120-150g for a 60kg person.
However, this does not align with scientific consensus.
To fully understand the purpose of this article, I am not criticizing the existence of protein-based recipes or products. They serve a specific need. However, I question the new belief that everyone must increase their protein intake to be healthier. And more importantly, I wonder, who benefits from this marketing?
But where does this obsession come from?
Over the past fifteen years, fitness has taken a bigger role in everyday life. Weightlifting, in particular, has become more widespread, shedding its reputation as a masculine sport for bodybuilders only. Setting fitness goals, training for a marathon, or striving for a fit physique has become normalized. And there’s nothing wrong with that—exercise is key to a healthy body and mind.
But it’s also a huge market for companies: equipment, subscriptions, and sports nutrition. Brands benefit from expanding their market by targeting everyone, convincing us that protein-packed foods are essential! Products once useful for athletes, muscle gain, or recovery are now part of everyday consumption. However, practicing three or four hours of exercise per week doesn’t make us athletes, and most of us don’t need a protein-enriched diet.
Among consumers, this protein obsession is fueled by the demonization of carbohydrates. Carbs have had a bad reputation for years due to confusion between sugar, simple carbohydrates, and complex carbohydrates (which could be a topic for another article). So, if we’re told we can’t eat many carbs and should avoid excess fats… what’s left? Protein.
Increasing our protein intake may initially boost metabolism and lead to some weight loss. But this effect is temporary — those lost kilos will return once the metabolism stabilizes. This is the foundation of “miracle” low-carb diets like the Dukan or Keto diets, which are highly restrictive.
How is this obsession changing our behaviors?
Regardless, this marketing strategy is making its way into consumer habits. All brands are jumping on board, and we’re seeing bold claims like “10 g of protein per serving” on packages of pistachios.
Because, yes, often these “protein” claims do not indicate that the product is different. Pistachios have always contained 20 g of protein per 100 g, and that hasn’t changed. The ultra-protein yogurt HiPro does not contain more protein than Petit Suisse. Additionally, this doesn’t make the food healthier; a protein cookie is still a cookie.
As I often hear, “we don’t know what to eat anymore.” With demonized carbohydrates, fear of fats, inflammatory foods, and a lack of nutrition education in general schooling, we are lost. Protein-rich foods may be the least criticized, making them a “safe choice.”
That’s how I’ve seen protein-packed chocolate fondant recipes with just two ingredients (eggs + chocolate… in my vocabulary, that’s an omelet), protein muffins for kids, and “high protein - low calorie meal plans” popping up everywhere.
The obsession with protein is everywhere.
It has, in my opinion, led to a decline in veganism. A few years ago, trendy recipes were mostly plant-based, with vegan banana pancakes and vegetable lasagna gaining popularity. Now, these dishes are often deemed “protein-less,” making way for options like pancakes with skyr, cottage cheese, and eggs. Veganism has long been associated with a false perception of low protein intake, so this rising obsession is a setback for animal welfare causes.
So, what is the appropriate amount of protein?
The scientific consensus suggests it’s outdated to aim for a specific daily percentage of carbohydrates, fats, and proteins, especially per meal. Balance isn’t achieved in such a short time frame. However, until recently, the classic recommendation for an average person was that proteins should make up 12-20% of daily caloric intake, while carbohydrates should account for 45-60% and fats for 25-30%.
This doesn’t mean you need to count calories to be healthy! For most of us, intuitive eating is the best way to enjoy a varied and balanced diet, especially with a basic understanding of nutrition. It’s helpful to know how foods are composed and the roles of different nutrients. My background in nutrition significantly aided my transition to a vegan lifestyle.
And above all, I recommend that you relieve yourself of stress about this. Nutritional balance isn’t achieved in a single day. You don’t need to check all the boxes daily! Protein deficiency is extremely rare when you eat a varied diet and listen to your hunger cues.
And where to find plant-based proteins?
When I worked in vegan cafés, we were often asked at the counter, “What’s the protein in this dish?” And the person wasn’t asking for the list of amino acids in the recipe, but rather which protein-rich food represented “THE protein.”
Because, according to popular belief, proteins are only found in a list of foods labeled as such: tofu, legumes, meat, fish, eggs, and dairy products. But, in fact, proteins are found everywhere. In the end, our plate of vegetable lasagna also provides protein. In fact, almost everything does: flours, grains, nuts, and seeds, even vegetables. Especially since we don’t eat the same thing every day. So, once again, balance will be achieved.
Moreover, eating a plate of pasta with tomato sauce, a cauliflower gratin, or vegetable noodles has always been part of the diet of many cultures. The Mediterranean diet, for example, often consists of dishes centered around wheat and vegetables. It is considered one of the best diets in the world for its diversity and nutrient contributions.
However, if you feel that you don’t have the keys to instinctively eat a varied diet, here are the most effective plant-based protein sources to include in your menus: all legumes (black beans, red beans, white beans, chickpeas, lentils, edamame, lupin…), prepared soy products (such as tofu, tempeh, soy milk, and flavored tofus), nuts and seeds (walnuts, almonds, pistachios, hazelnuts, macadamia nuts, peanuts, chia seeds, flaxseeds, pumpkin seeds, sunflower seeds… whole or as butters like peanut butter, in plant milk, etc.), and grains (wheat, buckwheat, millet, barley, rice…), particularly quinoa, which contains all essential amino acids (meaning all those that cannot be synthesized in our bodies).
To go further:
- Educate yourself about nutrition. We have many beliefs surrounding food. Therefore, I recommend not believing the hearsay from social media and those around you, but rather trying to understand what our metabolism needs.
- Consider consulting a nutritionist if you feel that your diet does not meet your body’s needs or if you may develop eating disorders.