Patient advocate: Protein is the big food craze of 2026

First it was low-calorie. Then it was fat-free. Then high fiber and low carb. Then gluten-free and zero sugar.

And now, it’s protein.

Walk down the aisle of your favorite store and you’ll see shelves packed with protein powders, shakes, chips, bars, coffee, cereal, even protein soft drinks, alcoholic drinks and ice cream.

Food giants such as PepsiCo, Kellogg and Pop-Tarts maker Kellanova have rolled out protein-boosted versions of their products. Starbucks and Kroger are offering protein-fortified coffees and French toast sticks. The global market for protein-fortified foods is projected to hit $100 billion by 2030, according to Grand View Research.

What’s going on?

These companies hope to profit off a key concern of consumers: Getting more protein in their diets. According to a 2025 survey from the International Food Information Council, 70% of Americans said they’re trying to eat more protein, up from 59% just three years ago.

We’ve always known that our bodies need protein to build and maintain lean muscle, hair, bones, connective tissues and general health. But what’s driving the current fad, and how much protein do we need anyway?

The protein push seems to be partly the result of the boom in semaglutide (GLP-1) medications, such as Ozempic, Wegovy, Mounjaro and the like. They are helping people lose weight and maintain it, but users are also losing muscle because “every pound is water, fat and muscle,” registered dietitian Kim Shapira said in an interview.

“This has just boomed an entire industry of protein,” she said.

The problem is that a good deal of these protein-packed foods may not be good for us. A 2024 survey by Spanish researchers, posted on the National Institutes of Health website, that found 91% of foods with “protein” marketing claims (PCs) were less healthy overall because they are ultraprocessed and often have added sugar, fat and sodium.

“The perception that foods with PCs are healthy is incorrect, and consuming them may pose an additional health risk,” the researchers wrote.

The protein we need everyday varies with age, weight, level of activity and other factors. To estimate your minimum recommended daily allowance (RDA), multiply your weight in pounds by 0.36 grams. For a 140-pound sedentary woman, that comes to about 50 grams a day.

Pregnant women and active adults benefit from more protein, but researchers really don’t know how much is too much. (The USDA has a nutrition calculator on its website at myplate.gov.)

They do recommend spacing out protein consumption throughout the day rather than consuming most of it at dinner, as most Americans do.

Jumping on the protein bandwagon takes careful consideration. It’s not just a question of jacking up protein consumption, but doing it in the context of healthy eating. In other words, eating six protein bars a day is not likely to help your overall health.

If you’re ready to boost your protein intake, here are some tips:

Turn to protein-rich, unprocessed or lightly processed foods, which you may have in your pantry and fridge. According to the USDA, some of the best are:

• Tuna: 21 grams of protein in 3 ounces

• Cooked chicken or turkey: 19 grams in 3 ounces

• Plain Greek yogurt: 17 grams in 3 ounces

• Cottage cheese: 14 grams in ¼ cup

Other good sources are beans, nuts, low-fat dairy and eggs.

Don’t translate “eat more protein” as “eat more beef and cheese.” The saturated fats in these foods are not good for cardiovascular health.

To avoid weight gain, cut back on other foods. If you’re consuming more calories as protein, reduce the calories you get from breads, sweets and alcohol. Rather, up your intake of fruits, veggies and legumes.

• Teri (Dreher) Frykenberg, R.N., a registered nurse and board-certified patient advocate, is the founder of www.NurseAdvocateEntrepreneur.com, which trains medical professionals to become successful private patient advocates. She is the author of “How to Be a Healthcare Advocate for Yourself & Your Loved Ones” and her new book, “Advocating Well: Strategies for Finding Strength and Understanding in Health Care,” available at Amazon.com. Contact her at Teri@NurseAdvocateEntrepreneur.com to set up a free phone consultation.