Protein Craze: Are Supplements Worth the Expense and Hype?

Are protein powders and bars really worth the hype? Find out who actually needs supplements, what to watch for on labels, and why whole foods might be your best bet for a healthy protein boost.

Protein drinks. Protein bars. Protein pills. Protein shots. Protein powder. Seems like Americans just can’t get enough protein. The growth in the protein supplements market tells the story, from $7.7 billion in 2021 to a forecast of $16.41 billion by 2029. Powder is the most popular type of protein supplement, accounting for more than 50 % of the total protein supplements market.

So why are we consuming so much protein? Do we need it? Is it healthy? Is it worth the expense? Let’s take a closer look.

What Does Protein Do For Me?

Proteins are large biological molecules made of chains of amino acids. They perform functions essential for our general health and for tissue growth and repair. The protein we consume:

• Helps build muscles, skin, hair, nails, and organs
• Repairs tissue damage from growth, exercise, or injury
• Supports immune function
• Makes enzymes needed for essential chemical reactions
• Help make hormones and infection-fighting antibodies
• Supports children’s growth and development
• Helps maintain fluid/electrolyte balance
• Supports healthy blood and cells

Protein and Exercise

Protein helps build and maintain muscle mass, reduce post-workout soreness, and enhance performance. Intense exercise, such as strength training, running, or playing sports, causes microscopic tears in the muscles. This is normal and ultimately strengthens muscles. During the post-exercise recovery phase, the amino acids in protein work to repair those tiny tears.

Who Benefits From Protein Supplements?

• Athletes and very physically active people. Protein powders are quickly absorbed by the body and individuals who train intensively for strength or competitive sports can use them soon after a workout.
• Vegetarians and vegans don’t always get enough protein from the foods they eat. Of course, they will want to find a plant-based option.
• People who are recovering from illness, injury, severe burns, or surgery may need to supplement their protein intake under the guidance of a healthcare professional.
• People with diminished appetites, such as cancer patients or the elderly.

Where’s the Protein in Your Supplement Coming From?

Protein supplements are extracted from food sources and processed to remove water and non-protein components. Foods used to make these products include:

• Cow’s milk is the raw material for two supplement ingredients. Whey protein is extracted from liquid whey, a byproduct of cheese making. Casein protein is extracted from milk curds.
• Plant-based proteins are derived from soybeans, yellow split peas, brown rice, potatoes, pumpkin or hemp seeds, oats, or wheat.
• Egg whites are dried into powder to make protein for supplements.
• Beef protein is extracted from collagen-rich beef tissues.
• Fish is mainly used in marine collagen powders -- supplements that are intended to benefit connective tissue, skin, and joints as opposed to building muscle.

Protein is a processed food. Additional ingredients in commercial protein supplements may include flavoring, such as chocolate or vanilla, natural or artificial sweeteners, caffeine, creatine, emulsifiers (lecithin) for smooth blending, thickeners, and vitamins and minerals. Always check the label before purchasing any protein supplement and look for:

• 2 grams or less of saturated fat
• 5 grams or less of sugar
• About 200 or fewer calories per serving
• No caffeine, especially if you’re already getting caffeine from tea or coffee
• No trans-fat or partially hydrogenated oils

How Safe is Protein Powder?

While protein supplements can be a safe and effective way to add more protein to your diet, there are some things you should carefully consider before purchasing them.

1. Because dietary supplements are not regulated by the FDA, product safety and label accuracy are largely the responsibility of manufacturers. In 2025, Consumer Reports tested 23 popular protein powders and shakes. More than two thirds exceeded the maximum daily lead level considered safe, per serving. The nonprofit Clean Label Project tests consumer products for contaminants such as heavy metals, pesticides, BPA, and glyphosate. In 2024–25, it tested 70 top-selling protein powders and found that 47% exceeded at least one California Proposition limit for heavy metals, with 21% at more than twice the recommended limit. The project also identified these “Clean 16” -- protein powders that showed no detectable lead, cadmium, mercury, or arsenic.
2. Milk based protein powders can cause gastrointestinal symptoms, especially if you are lactose intolerant or sensitive to dairy.
3. Some protein powders contain as much as 23 grams of sugar per scoop, spiking your blood sugar and leading to weight gain.
4. Some protein powders contain large amounts of caffeine. Adding that to your daily coffee or tea consumption could cause tremors, migraines, and insomnia.
5. Creatine is a common ingredient in protein powder. It increases the amount of water in your muscle cells, causing you to put on water weight and raising your risk of dehydration, stomach pain, and muscle cramping. Creatine should be avoided by people with liver or kidney disease.

Real Foods, Real Benefits

If you want to use a protein supplement, discuss it with your doctor to be sure that makes sense for your needs and lifestyle. The general recommendation is for protein to account for 10%-30% of your daily calories. Getting your protein from low-fat dairy products, fish, poultry, eggs, and lean meat provides you with additional nutrients like B12, phosphorus, zinc, and iron. Plant proteins, like lentils, beans, soy, nuts, or quinoa also contain micronutrients, antioxidants, fiber, and vitamins B, A, and K.

This article first appeared in the January 2025 edition of the HealthPerks newsletter.