#ProteinMyths

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).

The consumption of protein has become a widely discussed topic, transforming supermarket aisles with protein-fortified products and dominating wellness conversations across social media. But how much protein do we really need, and are the current recommendations sorely insufficient, as some influencers suggest? A recent investigation by The New York Times has delved into these questions, analyzing numerous studies and consulting experts to demystify some prevalent beliefs about protein intake.

For Thai readers, understanding protein requirements is crucial as the nation embraces modern dietary trends and tackles rising health concerns. Protein is central to both personal health and public nutrition guidelines, which makes it essential to discern fact from fiction amid the cacophony of health advice.