When I went shopping last week, I saw something that many of us have grown more and more used to over the past few months: protein-enhanced products that don’t seem to have any right to the label. Protein chips, protein cereal, protein popcorn and even protein ice cream. Out of curiosity, I purchased some ice cream, even though it was more expensive than the regular options.
I’m here to tell you that these items, popular though they may be among people looking to hit their macros, are simply not worth the cost to your wallet or health.
The protein craze sweeping the nation has a few causes, mostly to do with trends unique to Gen Z.
Seventy-three percent of Gen Z has a gym membership of some kind, the highest percentage of all generations. Younger people are also increasingly choosing strength training over cardio, leading to a higher desire for protein intake to build muscle. Protein supplements of all kinds, from traditional powders to sweet treats, are making up a rising portion of the Gen Z diet as part of a “proteinmaxxing” trend.
Despite this, however, Gen Z is actually less active than previous generations overall. I’d wager that a significant portion of the people buying these protein products aren’t doing any kind of strength training at all, which seriously questions their utility.
To begin with, eating more protein will not give you more muscle on its own. The only way to gain muscle is through strength or resistance training with weights, pushups or other exercises to overload your muscles. So, for many people, there isn’t much need to take a ton of protein. In fact, the high number of calories in many of these protein-enhanced sweets or cereals means you’re more likely to gain fat by regularly eating them.
Doritos are not healthy for you, regardless of whether they’re sprinkled with “fairy dust.” It is a much better idea to rework your diet to include fewer sugary, ultra-processed foods and more protein-dense foods like eggs, meat or beans if you are truly interested in increasing your intake.
But even for people who think they need protein for their training, the truth is that they may already be getting more than enough. Most of us already eat more protein than we need, and even athletes often need less additional protein than you may think. A highly active person is likely to get enough protein simply by eating more overall, rather than drinking multiple protein shakes a day or swapping regular cereal for the protein-enhanced variety.
Eating excess protein is unlikely to cause you significant harm, but it doesn’t give you any benefits, either. In rare cases with preexisting conditions, high-protein diets can cause kidney issues, but the place that supplements will really hurt you is your wallet.
54% of younger generations actively look for high-protein versions of other products. This may provide a reason as to why Gen Z and millennials spend $71 on protein per week, or triple that of baby boomers. For college students, that’s no small sum to be paying for protein you may not actually need.
So, if you value your money, spend it somewhere else. Protein chips and ice cream will not give you abs; you’ll still be getting all the sugar and sodium — at a higher price. You can build muscle by using the protein your body already gets every day without resorting to these expensive alternatives.
And if you still think you need it, the University’s dining halls serve beans, protein, milk and eggs every day.
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