As influencers and others push protein powders, here's what dietitians say - CBS News
Original story by: CBS News
Last updated: Oct 16, 2025
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- Context: Consumer demand for protein has surged, leading to a significant expansion of the protein industry, particularly in shakes and beverages. While protein offers essential health benefits, there's a growing concern about the quality and necessity of supplements, with whole foods being recommended as a primary source.
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- Detailed Summary:
- Consumer interest in protein has drastically increased, with 61% of U.S. consumers consuming more protein last year, according to Cargill.
- The protein industry is now valued at $114 billion and growing, with a 122% rise in high-protein shakes and drinks from 2020 to 2024, driven largely by Gen Z online discussions.
- Major chains like Starbucks and PepsiCo are expanding their protein offerings, reflecting a broader industry trend.
- Protein is an essential nutrient crucial for building and maintaining bones, muscles, organs, enzymes, hormones, hair, skin, and nails.
- However, current wellness culture may overemphasize the amount of protein most individuals require.
- Dietitians recommend prioritizing whole food sources of protein over powders and supplements.
- Consumer Reports found that over two-thirds of tested protein powders and shakes contained unsafe levels of lead.
- For most individuals, protein supplements are not necessary if protein targets are met through whole foods, which also provide more nutrients and promote longer satiety.
- Protein supplements can be more important for individuals with specific medical conditions or for competitive athletes, but generally not for everyday exercisers.
- Protein is vital for growing children and adolescents, as well as for older adults to maintain strength, bone density, and reduce injury risk.
- Government guidelines suggest an average adult intake of 0.8 grams of protein per kilogram of body weight.
- High-quality protein sources include animal proteins, or a combination of beans and grains.
- Expert recommendations suggest including protein at every meal, aiming for at least 20 grams per meal to support muscle protein synthesis.
- Examples of protein-rich whole foods include lean meats, fish, Greek yogurt, cottage cheese, eggs, milk, soy milk, tofu, tempeh, beans, lentils, chickpeas, edamame, and whole grains.
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