If you've gone to the grocery store recently, you've likely seen the endless high-protein food and beverage products in almost every aisle.
From coffee, cereal, chips, and yogurt to shakes and even ice cream, it seems as if protein is getting more attention than ever before.
But why has protein skyrocketed in popularity? How much do you really need to consume? What are the benefits besides keeping you fuller for longer?
Americans aren't just getting all of their protein from chicken, eggs, or other whole foods. In 2025, U.S. sales of products marketed as protein-rich increased about 5% in just one year.
As a health coach at PartnerMD, one of the most common things I hear from members is that something they saw on social media convinced them they should be eating more protein than their body actually needs.
I help them understand how protein can support weight loss and maintaining muscle as they age, how to determine the right amount for their individual needs, and why protein is only one part of the bigger picture of health.
Before we go more in detail, here's what you should know about protein:
When it comes to protein, more isn't always better.
Most people don't need extreme amounts of protein, and focusing on protein alone can cause you to lose sight of the bigger nutritional picture. Overall calorie intake still matters, carbohydrates are necessary for energy, and fats support hormonal health.
Use these guidelines to help determine the right amount of protein for you:
If you're active and regularly resistance training, a general rule of thumb is 0.8 to 1 gram of protein per pound of body weight if you'd like to lose fat while building muscle.
If you're less active, a lower range of 0.36 to 0.55 grams of protein per pound of body weight may be more appropriate.
For example, if you weighed 180 pounds, your target protein intake would be 145 to 180 grams.
Keep in mind that protein needs exist on a spectrum and are not one-size-fits-all. Your ideal amount depends on factors like activity level, training demands, age, and health goals.
Protein is one of the three main macronutrients your body needs, along with carbohydrates and fat. Among its many functions, protein plays an important role in building, repairing, and maintaining muscle tissue.
Exercise, particularly resistance training, places stress on your muscles and signals your body to repair and adapt. Protein provides the building blocks your body needs to support that process.
Stress from a workout triggers a repair and adaptation process, including the following:
Protein does more than support muscle. It also plays an important role in supporting hormones, enzymes, and immune function.
Hormones act as chemical messengers to help coordinate processes throughout the body, such as metabolism, growth, blood sugar regulation, and appetite.
Some hormones are proteins or peptides made from chains of amino acids. Insulin, for example, is a peptide hormone made up of 51 amino acids that helps regulate blood sugar and how the body uses and stores energy.
Most enzymes are proteins and act as catalysts, helping chemical reactions happen efficiently throughout the body. They play a role in everything from digestion and energy production to muscle, nerve, and tissue repair.
Digestive enzymes, for example, help break down larger nutrients into smaller components so your body can absorb and use them.
Protein is the foundation of supporting a healthy immune system. Your immune system relies on adequate protein to support the production and function of white blood cells, cytokines, and especially antibodies, which are essential for fighting infection.
Antibodies — Recognize and bind to specific foreign substances, helping the immune system identify and respond to potential threats such as viruses and bacteria.
Cytokines — Act as messenger proteins to help the immune system communicate and coordinate defense quickly.
White Blood Cells — Rely on protein for many of their functions like cell signaling, recognizing pathogens, and coordinating immune responses, as well as for building their structure and producing enzymes that help break down harmful bacteria.
Over the last five to 10 years, the way we talk about protein has changed significantly.
Fitness culture and social media have helped drive its popularity, while growing awareness of the importance of muscle has expanded the conversation beyond weight loss and aesthetics to healthy aging and longevity.
With the rise of TikTok, Instagram, and other social platforms, fitness and nutrition information is constantly at your fingertips. From weight transformations to what-I-eat-in-a-day features, people are talking.
The truth? Not everything you see online is credible or accurate. Even with all of the discussion online, what it really boils down to is this: if you want to build or keep muscle, you need enough protein.
You might have noticed that weight loss programs praise the importance of protein for losing weight.
Protein can help reduce hunger, keep you fuller for longer, and manage cravings, which may make a calorie-controlled diet easier to maintain.
For many people, the goal is no longer simply losing weight. They want to lose body fat while maintaining or building muscle.
Body recomposition refers to changing your body's ratio of fat to lean mass, typically by reducing body fat while maintaining or building muscle.
For those looking to lose body fat while maintaining and building muscle, that often means managing a calorie deficit, prioritizing nutrient-rich and protein-dense foods, and incorporating strength training.
Food companies have caught on to consumers' growing interest in protein, leading to more high-protein products on grocery store shelves.
Many of these products also offer convenience. Protein that one might have required cooking or meal preparation is now available in grab-and-go snacks and other packaged foods.
More people are recognizing the importance of muscle, and not just for aesthetic purposes. When it comes to fitness, healthy aging is a top priority.
As you age, you gradually lose muscle mass over time. This muscle loss and reduction of strength and function, known as sarcopenia, can begin as early as in your 30s and continue at a rate of 3 to 5% per decade.
Adequate protein can help support the maintenance of muscle mass as you age. When combining resistance training with a high-protein diet, you are more likely to retain muscle mass over time.
While protein deserves the attention it's getting, the goal shouldn't be to consume as much as possible. It's about getting enough to fuel your body, stay consistent, and maintain a balanced diet.
After all, your health isn't determined by any one nutrient. It's about the bigger picture.
At PartnerMD, our health coaches work one-on-one with members to turn nutritional recommendations into realistic habits.
Whether you're trying to build or maintain muscle, lose weight, or simply understand what your body needs, your health coach can help you create a personalized plan and stay consistent with it.
If you found this article helpful and are interested in more practical tips on nutrition, fitness, healthy aging, and overall wellness, follow PartnerMD on social media. Our physicians and health coaches share expert insights to help you make informed decisions about your health.