Why Is Everyone Obsessed with Protein?
Why is everything suddenly protein? From protein cereal to protein chips to protein water (??), it feels like the world has gone macro-mad. In this episode of Your Diet Sucks, Zoë and Kylee dig into the science, history, and cultural obsession with the most overhyped, but still essential, nutrient on the label: protein.
We break down how much protein you actually need (especially if you’re active), why protein powder might be helpful or just a waste of money, and what makes a good supplement (including how to avoid the ones loaded with heavy metals). We also tackle the environmental and digestive costs of high-protein diets, how diet culture and aging fear-mongering fuel the obsession, and why carbs and fiber deserve just as much attention.
If you’ve ever wondered whether your recovery smoothie is necessary, or if you’re somehow failing by not eating 200 grams of protein a day, this episode is for you.
How much protein do athletes actually need? Is the 30-minute anabolic window real? Can plant-based athletes build muscle? In this episode, Zoë and Kylee break down the science of protein—how much you really need (spoiler: probably less than influencers claim), why timing matters less than total intake, and how protein marketing has become a diet culture hustle. Whether you're an endurance athlete, strength trainer, or just trying to fuel well, this episode separates the science from the hype.
The History of Protein Obsession
ZOË: Welcome to Your Diet Sucks, the podcast that won't ruin your ice cream. Today we're talking about one of the most beloved and misunderstood macronutrients—protein. Why does it suddenly feel like protein is everywhere? Why is it in everything? How much do you actually need?
KYLEE: Every week there's a new product coming out with protein in it. Protein water. Protein chips. Protein cereal. And it's often a guise of keto too—"keto friendly, get more protein, don't eat any carbs in your cereal."
ZOË: The word "protein" was coined in 1838 by Dutch chemist Gerardus Mulder, from the Greek word "proteos" meaning primary or first place. By the early 20th century, protein was already elevated above other macronutrients because it was associated with strength food—particularly meat and dairy.
ZOË: Interestingly, a physiologist at Yale named Russell Henry Chittenden conducted experiments in the early 1900s showing that athletes and soldiers could maintain physical performance on lower protein diets—around 0.5 grams per kilogram of body weight. His findings were revolutionary because they challenged the dominant belief that massive amounts of protein were essential for health and strength.
ZOË: After World War II, surpluses of whey and casein—byproducts of dairy production—were turned into powdered supplements, initially marketed to bodybuilders. The explosion of muscle magazines and bro science in the 1960s-80s entrenched the idea that high protein diets are essential for hypertrophy and masculinity.
KYLEE: Was it the protein powder or the steroids? That's my question.
How Much Protein Do Athletes Actually Need?
KYLEE: This is where a lot of confusion comes in because it gets boiled down to "one gram of protein per pound." But that's not what the science says.
• Sedentary adults: 0.8 g/kg body weight
• General fitness: 1.0–1.2 g/kg
• Endurance athletes: 1.6–2.2 g/kg
• Strength/power athletes: May need slightly higher
ZOË: About 50% of Americans actually over-consume protein. The rate is higher for men than women. But that doesn't mean everyone's getting it from high-quality or sustainable sources. And it definitely doesn't mean we need it in cereal, every bar, cookie, and energy drink.
KYLEE: I think the approach of having a more balanced view is something people don't want to hear. As a first step, think about having balance in the different thirds of your day. Could you get all your macronutrients in each third of the day? It doesn't have to be at a singular meal.
The 30-Minute Anabolic Window: Real or Myth?
ZOË: Do you think humans would have evolved to where we are today if you literally could not use protein 30 minutes after you moved? Think about that for 40 seconds. That would be such a weak-ass species.
ZOË: A 2020 meta-analysis in Frontiers in Nutrition found that spreading protein evenly across the day—20 to 40 grams every three to four hours—was more effective at stimulating muscle protein synthesis than cramming it all into one or two meals.
KYLEE: People don't need to panic if they miss their 30-minute anabolic window. But maybe have some protein at breakfast so you keep even energy levels throughout the day.
ZOË: Athletes should think of it less like hitting a perfect 30-minute window and more like keeping the door open all day.
The 100-Gram Protein Study: Can Your Body Use It?
KYLEE: There's a new study from 2023 in Cell Reports Medicine that challenges the idea that your body can only use 20-25 grams of protein at a time.
ZOË: Traditionally we've heard that anything beyond 20 grams is wasted. But in this study, researchers gave participants 100 grams of milk protein after training. Muscle protein synthesis was 30% higher over the next 12 hours compared to the group that had 25 grams. What was even more surprising—the extra protein wasn't wasted. There wasn't a significant bump in amino acid oxidation, meaning the body actually used it.
ZOË: Important caveats: the study was done in young, healthy men. 100 grams in one meal isn't practical for most of us. But it's a good reminder that the "protein ceiling" isn't as hard and fast as we thought.
Protein Marketing as Diet Culture
ZOË: A 2020 randomized trial in the journal Appetite showed that simply labeling a product as "high protein" increased how much people perceived it as healthy, even when the calorie content was high or other macros were less favorable. It's become this shorthand for companies to slap a healthy glow on food without actually changing the nutrient composition.
KYLEE: One of our concerns is how protein is promoted in diet culture—not just as a nutrient, but as a way to shrink your body or suppress your hunger.
ZOË: Protein's role in satiety is real. But in diet culture, it gets twisted into "eat protein so you won't eat anything else." Protein-forward diets are often used to mask disordered eating under the guise of "fueling" or "toning."
ZOË: A 2022 study in Food, Culture & Society found that many women view protein-rich fitness foods as safer and more socially acceptable than full meals, especially post-exercise—which reinforces low-calorie, high-protein grazing.
KYLEE: Athletes will have a recovery shake and then say "my appetite's suppressed" and won't eat anything for four hours. Pairing that shake with carbohydrate and then having a real meal within two hours could be more beneficial.
Plant-Based Athletes and Protein
KYLEE: A 2022 survey from the Academy of Nutrition and Dietetics found that around 10% of endurance athletes identify as vegetarian or vegan, and even more are mostly plant-based. One of the biggest concerns I hear is "Am I getting enough protein?"
ZOË: A 2016 position paper from the Academy of Nutrition and Dietetics confirms that a well-planned vegetarian or vegan diet can fully support athletic performance—including recovery, muscle repair, and even growth—as long as total protein intake is adequate.
Tips for Plant-Based Protein
- Eat enough total protein: Plant-based diets may need slightly higher overall protein to account for lower digestibility, but not extremely higher
- Mix your sources: Legumes and grains offer complementary amino acids (you don't have to eat them at the same meal)
- Leverage plant-based MVPs: Soy (tofu, tempeh, edamame) is complete, high in leucine, and very bioavailable. Also: lentils, quinoa, hemp, pea protein, seitan
- Spread it throughout the day: Same principle applies to plant-based athletes
KYLEE: Don't forget that plant-based athletes are already used to being strategic with food. Protein paranoia is more common than actual deficiency.
Protein Powder: What to Know
KYLEE: A lot of protein powders have been tested to have high levels of heavy metals in them. This is why we need to make sure we're choosing good supplements.
ZOË: Or just regulate the supplement industry like it's food—because it basically is food.
KYLEE: Look for third-party tested products—NSF Certified for Sport or Informed Sport. That doesn't mean you have to use protein powder. If you're getting enough from food, you don't need it. But if convenience matters, it's a tool, not a requirement.
The Environmental Cost
ZOË: A 2023 study in Nature Food found that shifting from animal proteins to plant-based proteins could reduce dietary greenhouse gas emissions by up to 55%. Beef has the highest emissions per gram of protein. Legumes, tofu, and soy have 10 to 50 times lower emissions per protein unit.
KYLEE: If people consumed what they actually needed versus twice the amount, that could help the environment too.
The Bottom Line
ZOË: Protein is essential for life and important for performance, but more isn't always better. At a certain point, it's just expensive pee—and maybe you're putting stress on your kidneys and our food system.
KYLEE: Most people meet or exceed their protein needs through food, especially in Western diets. Athletes should aim for 1.6 to 2.2 grams per kilogram per day for endurance sports. If you're just doing general fitness, you might only need 1.0 to 1.2 grams per kilogram.
ZOË: Protein powders are helpful tools, not mandatory. They should be high-quality and third-party tested. And the hype around protein-enriched everything often distracts from more pressing needs in people's diets: fiber, micronutrients, and whole food diversity.