Have we lost the plot with protein?

“Would you like your water bottled, regular, or with protein?” 

Absurd as it sounds, it’s a question you are likely to encounter on your next brunch outing.

In the past few months, we’ve witnessed the launch of protein popcorn by Khloe Kardashian, protein wafer bars by actor Ranveer Singh, even idli batter and kulfi with extra protein. Following your next run-club meet, chances are you will be served a protein mocktail, or you might find yourself face to face with protein-fortified water. The bombardment doesn’t just stop at a store; targeted ads on your phone mean that you are being goaded into buying a protein snack even when you are doomscrolling on the loo. Even your leisure weekend read is probably a feature about how everything you know about protein is probably wrong. We’re in the midst of a full-blown love affair with protein. But are we ignoring the red flags in our bid to hit our daily macros? Here’s what you need to know before your next Instamart order.

It’s giving gimmick 

Dr Divya Gopal, consultant, internal medicine, at Sir HN Reliance Foundation Hospital, Mumbai, points out that while protein is crucial for muscle repair and metabolic function, the current obsession risks sidelining the importance of overall balance. “Marketing often promotes the notion that more protein is always better. This emphasis can result in unnecessary spending, overconsumption, and the neglect of other vital nutrients like fibre or healthy fats. The focus on protein often overshadows holistic eating.”

She believes that food companies are capitalising on our current obsession with clean eating to boost sales, even when the base product (like yoghurt or nuts) is already protein-rich.

Over the past year, Amul has been trickling out a protein range featuring whey-fortified lassis, milkshakes and buttermilk. Their most recent launch, a kulfi, sent the brand into a minor meme storm. Eagle-eyed shoppers in some cities may have noticed a new version of the ID Idly and Dosa Batter, which claims to serve 15g of protein for every two idlies. While they do offer more sources of protein, especially for vegetarians, none of them in isolation can be considered healthy alternatives to real food. Whey protein, in itself, is a highly processed ingredient. That apart, many fortified foods, especially protein chips or cookies, are ultra-processed and may pack sugar, sodium and/or artificial additives, negating any health benefits claimed on the wrapper.

Another issue, a big one if you consider the entire purpose of a treat, is that these “healthier” snacks offer nothing by way of taste. Take Kardashian’s Khloud popcorn, for example, which is dusted and coated with a whey-based protein powder that comes in different flavours. Reviewers have deemed it “powdery” and “chalky” while questioning why the relatively healthy snack needed a protein-ified version.

Mumbai-based Anshuka Parwani, celebrity yoga and wellness expert to stars like Kareena Kapoor Khan, Deepika Padukone and Alia Bhatt, says that she likes to keep up and try what’s new in the health space. She acknowledges that protein is the biggest marketing buzzword in the industry right now and that every new product label has protein on it. She attributes the popularity to an increasing number of people who are on the go, like her, and need to meet their daily protein intake. “It's everywhere, from protein chips, popcorn, and water to chocolate—I really feel like the shelves are overflowing. I’ve tried a lot of them because I am always on the go and I’m always looking for convenient ways to hit my protein goals, and I always look for the cleanest option. But to be honest, I still feel like a lot of them are falling short on the taste front; many still have that chalky aftertaste. There are a few brands that are getting better, with cleaner ingredients and taste. It’s a bit hard to mimic the real stuff, right?”

Many brands are quick to take customer feedback and have gone back to the R&D board to make their products tasty. “A brand I love is actually targeted towards kids, Slurrp Farm has great protein pancake mixes made from millet. I also like the protein bars by The Whole Truth; I have experienced the product improve over time after they took public feedback. I like their nut butters too,” says Parwani.

Gut feelings

Karishmma Chawla, a functional medicine nutritionist and lifestyle educator, emphasises that the effectiveness of any protein source depends on an individual’s gut health. If your gut is in bad shape, you first need to resolve it before expecting a miracle with protein consumption. “No matter how ‘clean’ or ‘premium’ your protein source is, it won’t do much unless your gut is ready to party,” she says. 

A huge factor in whether the protein one consumes will be used for muscle repair, energy, or just flushed out, is bio-individuality, or the body’s unique makeup. Chawla advises against just scooping blindly into that protein tub. “Heal your gut, tune into what your body truly needs. Your digestion isn’t one-size-fits-all.”

If someone can tolerate dairy, Chawla says that the best whey supplement (in comparison with isolate and concentrate) would be the hydrolysed one. Because it is broken down to peptides, it is light on the gut and absorbs better. “However, if you suffer from gut inflammation, or suffer from hormonal imbalance (in women), this is not for you,” she warns.

Protein is broken down in the stomach and small intestine into amino acids. “Amino acids are the building blocks your body uses to repair and build tissues. Your gut enzymes and stomach acid work together to digest protein efficiently when consumed in balanced amounts. However, consuming more protein than your body needs doesn’t mean you will build more muscle—it may just get converted to energy or stored as fat,” says Vinita Contractor, a nutrition coach and an expert on plant-based lifestyle and gut health.

Excess protein can burden your kidneys and may cause digestive issues like bloating or constipation, especially if your water intake is low. “Over time, a consistently high-protein diet with low fibre can negatively affect gut health by disrupting the balance of good bacteria,” says Contractor. Excess protein can also cause gout and uric acid issues, strain on the kidneys, nutrient imbalance, and weight gain as unused protein converts to fat if calorie intake exceeds needs. 

How much protein do you really need?

Chawla recommends at least 1 to 1.2g of protein per kg of body mass for adults. Active adults, those who exercise or are athletes, need up to 2g per kg, and if you are on a muscle gain and weight-loss journey, you need protein for muscle recovery, growth, and satiety. Older adults need protein too to preserve muscle mass. “Spread your protein like sunshine—over breakfast, lunch, dinner—and sneak in some during snack o’clock too. A shake here, a protein-packed bite there…” recommends Chawla. Post-workout, combine protein with carbs to replenish glycogen and aid recovery. And try and get your fix from as many whole foods, like beans, fish or tofu, as possible, as they often provide co-nutrients (like iron or omega-3s) that processed snacks lack.

Read the label

Recent reports showed traces of heavy metals like lead, cadmium, arsenic, and mercury in protein powders due to soil contamination or processing. Look for companies with transparent sourcing and third-party testing mentioned on the label. Vanilla powders often have lower heavy metals than chocolate, as cocoa can absorb metals. It’s important to diversify your protein sources to reduce exposure.

An overhyped label (“instant results”) is likely favouring marketing over quality, says Dr Gopal. “Check grams per serving. Aim for 15 to 30g per scoop or bar. Compare with serving size—some inflate servings to boast higher protein. The shorter the ingredient list, the better. The first ingredients on the list should not be fillers like maltodextrin or artificial flavours. Watch for sneaky added sugars such as sucrose or corn syrup,” suggests Dr Gopal.

Chawla says that you need to be a carb detective to figure out if products are lean or loaded with sugar. “Protein isn’t just about the grams; it’s about the source. Check, count and know your source to read the label right,” says Chawla. She adds that protein bars and chips sound healthy, but agrees that they regularly sneak in sugars, often in the form of lactose or other hidden sweeteners that can mess with your gut health over time. Superyou wafers could be a healthier alternative to regular wafers, but the ingredient list still mentions maida and maltodextrin.

Get back to brass tacks

The thought of upping your daily protein intake through convenient, grab-and-go items like packaged water (typically whey or collagen protein mixed with water), bars or protein chips is tempting. But nutrient-dense protein sources trump processed snacks any day, says Dr Gopal. Hard-boiled eggs pack 6g of protein, unsweetened Greek yoghurt has 10 to 15g per 100g, and edamame has 11g per cup. Top contenders are canned fish (tuna, sardines), which have 20-25g per can, which you can mix with some mustard for a no-cook meal, says Dr Gopal. Rotisserie chicken has 30g per 100g; use this shredded for salads or wraps. Lentil soup has 9g per cup and cottage cheese has 25g per cup. “Batch-prep meals (such as quinoa-chicken bowls) for grab-and-go nutrition. Keep a stash of non-perishable options (jerky, roasted chickpeas) in your bag. Blend whole foods (yoghurt, frozen berries, spinach) for a homemade shake with more nutrients than store-bought options. These beat ultra-processed bars or chips. Whole foods satisfy longer and support overall health,” Dr Gopal summarises.