The Protein Hype: Why Protein Quality Matters More Than Ever

Alyssa Kelly, M.S. Health and Wellness Management

Recently, our society has come to realize the importance of protein for weight loss, building lean muscle, and improving our longevity. However, just because something is labeled to highlight the amount of protein doesn’t mean it is always “good” for you. Lately, it has become a huge marketing tactic to get you to buy their product. So, what is the difference between a marketing scheme and quality protein?

Dietary Trends and Marketing

In the past, if you were to stroll the aisles of the grocery store, you would find a lot of products highlighting “low sugar” or “no sugar.” That was due to the current dietary trends and people thinking that sugar was their enemy. Now, if you were to go through the store, you’d see cereals, snacks, chips, drinks, and many other processed foods emphasizing how much protein they contain. Why the shift? Even though protein is extremely important for the structure, function, and regulation for your organs and tissues, there is a new craze behind it. With the latest increase of GLP-1s and other weight loss medications, increasing protein is important to make these drugs more effective. Protein marketing is increasing because these companies know people are focused on adding as much protein to their diet as they can.

Processed Protein vs Good Protein Sources

If you’re trying to increase your protein intake, keep in mind that protein doesn’t come by itself. You’re eating all the other nutrients, calories, and ingredients that come with the protein source. Even though these processed foods contain higher amounts of protein, they are still processed foods. Why is this bad? Ultra-processed foods contain high amounts of fat, sugar, sodium, and artificial chemicals. They often lack vitamins, minerals, and fiber that your body needs. Along with the excessive consumption of certain macronutrients and a lack of important nutrients, people who consume processed foods are more likely to experience increased body mass, blood pressure, and insulin levels. Think about the nutritional value if you were to eat a chicken breast vs a bag of protein chips. Some examples of good proteins include lentils, lean meats, eggs, cottage cheese, greek yogurt, beans, fish, seeds, nuts, soy products, tofu, and other complete proteins.

Each day as you strive to hit your protein goals, think about the quality of the food you are consuming and what comes along with that source. When you see a food package trying to advertise how much protein is in it, that doesn’t mean it is automatically healthy.

References

● Glass, M. (2025, July 14). Why is everyone so obsessed with protein? bu nutrition expert has some answers | BU today | boston university. Why Is Everyone So Obsessed with Protein? BU Nutrition Expert Has Some Answers. https://www.bu.edu/articles/2025/protein-trend-nutrition-expert-answers/

● Salamon, M. (2025, November 1). Ultra-processed foods linked to poor health outcomes - harvard health. Ultra-processed foods linked to poor health outcomes.

https://www.health.harvard.edu/diet-and-nutrition/ultra-processed-foods-linked-to-poor-health-outcomes