Nutrition Expert Breaks Down the Protein Craze

New USDA guidelines double recommended protein intake, fueling demand for protein-packed products.

Apr. 2, 2026 at 3:48am

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A nutrition expert at the University of Alabama at Birmingham explains the recent surge in protein-rich products, the updated USDA guidelines that doubled the recommended protein intake, and how to choose healthy protein sources without overdoing it.

Why it matters

The protein craze has led to a proliferation of protein-packed foods and drinks, but not all protein sources are equal. Understanding the new guidelines and how to incorporate healthy proteins into one's diet is important for maintaining proper nutrition and avoiding potential weight gain from excess protein consumption.

The details

According to Lizzy Davis, an assistant professor in UAB's Department of Nutrition Sciences, previous USDA guidelines recommended 0.8 grams of protein per kilogram of body weight, but the new guidelines have doubled that amount to 1.2-1.6 grams. This shift has fueled the surge in protein-rich products on grocery store shelves, from protein bars and shakes to protein-infused pancakes, coffee, candy, and ice cream. While protein is important for muscle maintenance and satiety, Davis recommends sticking to whole food protein sources like beans, lentils, poultry, red meat, and eggs, rather than heavily processed protein-packed items.

  • The new USDA dietary guidelines were released in 2026.
  • The protein craze has accelerated in recent years, with more protein-rich products hitting the market.

The players

Lizzy Davis

An assistant professor within UAB's Department of Nutrition Sciences who specializes in nutrition and health trends.

USDA

The United States Department of Agriculture, which sets the national dietary guidelines for Americans.

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What they’re saying

“You can't walk through the grocery store and not see the word protein on many different products. I've seen it on lattes. I've seen it on protein pancakes. I even saw the other day, protein Poptarts which was a new one for me.”

— Lizzy Davis, Assistant Professor, UAB Department of Nutrition Sciences

“The food industry closely tracks these trends to guide the development of new products. Recently, many trends have emphasized protein and the demand for convenient, on-the-go foods, often referred to as 'ready-to-eat' options. These align with customers' current preferences, centered around health, convenience and lifestyle.”

— Lizzy Davis, Assistant Professor, UAB Department of Nutrition Sciences

What’s next

Experts recommend consulting with a doctor or registered dietitian to determine the appropriate amount of protein intake based on individual health needs and goals.

The takeaway

The protein craze has led to an abundance of protein-rich products, but not all protein sources are created equal. Understanding the new USDA guidelines and focusing on whole food protein options can help consumers maintain a balanced, healthy diet without overdoing it on protein.