Protein has become the star macronutrient of the decade, with consumers in the United States and beyond embracing protein-rich diets at record rates. According to Cargill’s 2025 Protein Profile, in the US, a staggering 61% of consumers report actively increasing their protein intake in 2024, a substantial jump from just 48% in 2019 (Cargill, 2025). Supermarkets now brim with protein-enriched snack bars, cookies, even sodas and ice creams, while food manufacturers and social media influencers stoke the frenzy with bold claims about the benefits of high-protein diets. But as this “protein obsession” becomes a global consumer trend—advanced by viral dieting advice and evolving food industry strategies—nutrition experts are raising the alarm, warning of misunderstandings and potential health risks surrounding excessive protein consumption (San Diego Union-Tribune, 2025).
This trend is highly relevant for Thai readers, as local food producers increasingly look to Western nutrition models and global trends when reformulating products or crafting new marketing initiatives. With the ASEAN region experiencing a similar surge in demand for protein-enriched foods, questions arise: Is more protein truly better? And what part of this trend should Thais adopt—or approach with caution?
The hype over protein is fuelled not just by consumer demand but also by a potent mix of fitness culture, social media virality, and the rise of medications such as Ozempic, which promote weight loss and muscle preservation (The Wall Street Journal, 2025). Social platforms like TikTok and Instagram now brim with influencer advice, warning that we’re “not eating enough protein” and pushing for daily intakes well above government guidelines. Dr. Peter Attia, a leading proponent and celebrity physician, claims the official recommendations are “a joke,” encouraging consumption up to three times the established amount (San Diego Union-Tribune, 2025).
Yet, nutrition scientists interviewed by The New York Times and other outlets insist that the official recommendation—0.8 grams of protein per kilogram of body weight per day (about 54 grams for someone 68kg or 150 pounds)—is adequate for most people’s needs, fulfilling the requirement to prevent deficiency and maintain lean mass (San Diego Union-Tribune, 2025). “If most people weren’t consuming enough protein, there would be widespread signs of malnutrition, and there are not,” says Professor Nancy Rodriguez, emerita at the University of Connecticut. In fact, US government data shows the average man overshoots this number by more than 55%, and the average woman by 35%. The real risk, experts say, is not deficiency for the general population, but excess. Certain groups—especially teen girls, women, and older adults—may fall below the guideline, but for most people, worrying about not getting enough protein is unnecessary.
High-protein diets do have proven benefits in specific contexts. For people undertaking strength training, studies confirm that raising protein intake to 1.5 or 2 times the baseline guideline supports muscle gain. Yet, consuming even more—say, three times the baseline—typically offers no further benefit, as muscle-building potential “plateaus.” “You’ll probably want to consume more protein than the federal recommendation if you’re doing regular strength training,” says Assistant Professor David Church, University of Arkansas, “but tripling it is far more than most people require.” Exceptions exist for serious athletes, those recovering from certain medical conditions, or people on calorie-restricted diets, where higher protein can help spare muscle during weight loss (San Diego Union-Tribune, 2025).
Older adults represent a special case. As muscle loss (sarcopenia) accelerates with age, higher protein intake—at least 25% more than the standard guideline—may help delay frailty (San Diego Union-Tribune, 2025). However, results from clinical trials remain mixed, and official European dietary guidelines only recommend this increase from age 65 upwards.
The link between protein and weight loss is among the most widely touted on social media. Some studies show that moderately high-protein diets help with early weight loss and aid in preserving lean muscle in calorie-restricted diets—hence their popularity among users of diet drugs like Ozempic or Wegovy. However, long-term studies do not show that high-protein diets consistently lead to greater weight loss than other balanced regimes. The real benefit seems to come from increased satiety and reduced cravings—a factor Thai dieters, often seeking effective long-term solutions, should weigh carefully (San Diego Union-Tribune, 2025).
With protein “reigning supreme” as the most critical macronutrient for American and increasingly global consumers (Cargill, 2025), it’s no surprise this shift influences food marketing in Thailand. Thai consumers, especially members of Gen Z, are rapidly adopting global food trends via social media. Local and international brands now offer protein-enhanced drinks, snacks, and quick meals, mirroring the West’s marketing strategies. A recent study in Southeast Asia reports a parallel uptick in protein consumption and the proliferation of health and fitness culture, raising similar debates about “optimal” protein levels and the dangers of dietary fads (ScienceDirect, Southeast Asia).
From a cultural perspective, Thai cuisine has traditionally offered balanced sources of protein through fish, chicken, tofu, eggs, and beans, often integrated with an abundance of vegetables, rice, and seasonings. The current emphasis on “high-protein everything” risks disrupting this balance, potentially leading to higher intake of salted meats, processed protein bars, and supplements. Thai doctors have long promoted the virtues of the “อาหารไทย” (ahaan Thai or Thai food) model—one that offers variety, moderation, and plant-based benefits.
Nutrition experts warn that the pursuit of ever-higher protein intakes can crowd out other vital nutrients—fiber, vitamins, and phytonutrients abundant in vegetables and whole grains—and may increase dependence on animal protein. Over-reliance on meat brings environmental costs and can raise cardiovascular and kidney health risks, particularly among people with pre-existing kidney conditions, a concern that applies in Thailand as well as the West (San Diego Union-Tribune, 2025). “As with any nutrient, you shouldn’t have too much or too little. There’s a ‘Goldilocks zone’,” says Professor Bettina Mittendorfer, University of Missouri.
History cautions Thai consumers against blindly following Western nutrition trends. Previously, both fats and carbohydrates were vilified before nutrition science moved towards balance. Excessive focus on single nutrients has repeatedly resulted in unintended consequences—a lesson relevant as Thailand’s own food industry looks to capture the protein craze.
Looking to the future, the high-protein trend shows no immediate signs of fading. Consumption rates are expected to climb further as social media and industry innovation continue to reshape the marketplace. For Thailand, this brings opportunities to expand into value-added proteins, such as functional “on-the-go” meals and multicultural fusion products. However, it also calls for nuanced public health messaging that encourages moderation and emphasizes diversity in protein sources—including fish, eggs, beans, and tofu as well as occasional lean meats.
For Thai readers, the practical message is clear: Aim for a balanced, varied diet, enjoy the foundational strengths of traditional Thai cuisine, and approach dietary extremism—whether high-protein, low-carb, or keto—with caution. Those who actively strength train, are older adults, or follow calorie-restricted diets may benefit from modestly higher protein intake, but most people already meet or exceed recommended amounts without supplementation or excessive processed “high-protein” foods. Always prioritize whole-food sources of protein, such as fish, tofu, eggs, soybeans, and a wide variety of “อาหารบ้านๆ.” And, as always—ก่อนปรับอาหารควรปรึกษาแพทย์หรือผู้เชี่ยวชาญด้านโภชนาการ (Before changing your diet, consult a doctor or nutrition expert), especially if there are underlying health conditions.
In summary, Thailand stands at the intersection of tradition and global food innovation. As protein-focused products continue to flood the market, staying informed—and balanced—will be the healthiest way forward.
Sources: Cargill, 2025 Protein Profile The San Diego Union-Tribune, Protein Claims Fact-Check Americans Are Obsessed With Protein, The Wall Street Journal (MSN republish) Shifting Trend of Protein Consumption in Southeast Asia (ScienceDirect)