A recent report from the International Food Information Council finds 70% of Americans actively try to eat protein, and 23% regularly follow a high protein diet. Once the purview of the gym’s smoothie bar, protein-infused drinks are showing up everywhere, from the grocery store to your local coffee shop.
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An obvious sign of the growth of a trend, Starbucks added proffee drinks to their menu on Sept. 29. The term “proffee” first appeared on TikTok in 2021, spurring millions of teens to try adding protein powder to their caffeine drinks. Now, several factors have combined to turn the fad into a full-blown health craze.
Pump you up
You may recall from your high school biology class that protein provides fuel for your muscles and brain, helps build muscle mass and repairs damage to your body. It also adds density and strength to bones, cartilage, skin and other tissues. It’s also essential for digestion and regulating your hormones.
Protein is an essential nutrient in everyone’s diet, and has been for generations. But in recent years, Americans have become protein obsessed. Even before this current protein-infused craze, there were several popular diets that focused on high protein: from Atkins to keto to the Carnivore diet. How much is too much protein? Experts are divided.
The current USDA Dietary Guidelines for Americans records a recommended daily allowance of 0.8 grams of protein per kilogram, or 2.2 pounds, of body weight for largely sedentary people. Dr. James Hill, professor of nutrition sciences at the University of Alabama at Birmingham, adds, “Typical average intake is about .9-1.0 g/kg per day. Some people are seeking diets with 1.6 or higher g/kg. The reasons seem to be to maintain more muscle mass, to manage hunger and to facilitate weight loss. Higher protein intake seems relatively safe up to about 2 g/kg per day. Most people would never get to this level.”
Dr. Amie Hornaman, host of “The Thyroid Fixer” podcast, disagrees. “Most Americans are actually under-eating protein, especially women and older adults. We overconsume carbs and processed foods, but when I look at labs and body composition, true protein intake is often lacking. Too little protein accelerates muscle loss, slows metabolism, and leaves you hungrier because protein is the most satiating macronutrient.”
Other experts say we’re already eating too much protein, and these additives are only increasing the danger. A 2023 Baylor University Medical Center study found evidence that overuse of protein supplements can lead to chronic kidney disease.
We’ve got the meats
While many alternatives have been introduced in recent years, the most obvious source for protein, in most people’s minds, is meat. But meat, especially red meat like hamburgers or steak, is often the riskiest type of protein to ingest.
A high intake of red and processed meats leads to a whole cornucopia of health risks: high blood pressure, colon cancer, kidney stones, heart conditions and colorectal cancer. But a high protein diet rich in plant-based proteins may not carry similar risks. In fact, doctors in the U.K. now say if you currently eat more than 90 grams of red or processed meat a day, you should cut down to 70 grams, and replace the rest with plant-based protein sources.
“Older adults tend to eat too little protein, and younger adults tend to eat too much, especially with supplements. Too much protein can result in kidney strain, digestive issues, bone concerns, if diet is poorly balanced, excess calories, and heart health risks, especially if protein comes from red (or) processed meats,” shares Dr. Randall Turner, D.O., the medical director at Able To Change Recovery. “Too little protein can result in muscle loss and weakness, poor wound healing, weakened immunity, nutrient deficiencies, and hormonal and enzyme issues.”
Medical miracle?
More than 30 million adults in the United States have tried one or more GLP-1 drugs for treatment of weight loss, Type 2 diabetes or improvement of cardiac conditions. For some, these medicines cause rapid weight loss, much of that in muscle mass. So doctors and patients turn to protein-infused drinks to bolster the body’s ability to bulk back up.
Registered Dietitian Jennifer Pullman, clinical dietetics manager at Vida Health, knows the risks firsthand. “I am on a GLP-1 myself and have personally lost 60 pounds. Protein definitely is a concern as patients often under eat and are at risk for muscle loss. Easy ways to get protein in without being over-full is helpful. Easy to digest foods (or) liquids are a good way to get in extra protein. Muscle loss not only affects strength, but can lower metabolism, which then leads to issues with weight stability.”
Companies respond to the newfound needs by introducing more nutrient dense foods and drinks, targeted for users of Ozempic, Wegovy and other GLP-1 drugs. Nestlé, Danone and Smoothie King all added GLP-1 Support Menu drinks in the last year. Meanwhile, Conagra’s Healthy Choice meals are now labeled GLP-1 friendly.
“Increasing your protein intake is often recommended for weight loss. It can help balance your blood sugar and keep you feeling fuller for longer. This means you’re less likely to snack. But equally, eating any kind of protein before a meal could have this effect,” Dr. Daniel Atkinson, clinical lead at Treated.com, tells The Food Institute.
“For people with suppressed appetites or hectic schedules, these beverages offer convenient protein delivery when whole foods feel overwhelming,” adds Kayla Kamen, MS, RDN, with Drink Wholesome. “The key is choosing quality protein sources and using these drinks as supplements, not meal replacements. They’re particularly valuable for GLP-1 users who struggle to meet basic protein needs through traditional meals … It is also worth noting the potential digestive impacts of combining coffee and a whey-based protein concentrate, two known culprits for stomach discomfort.”
Hydrate your muscles
While proffee may be new, protein-infused water has been around for more than a decade. Three fathers in Connecticut came together to fight childhood obesity, inventing Trimino protein-infused flavored water. Their four flavors feature no sugar, caffeine or carbs, but 7 grams of high quality whey protein and 100% of the recommended daily allowance of vitamin B.
Experts say protein-infused water can’t necessarily hurt you, and it is a good way to stretch out your protein intake throughout the day to allow your body to better manage it. The key is to avoid protein waters that are filled with other ingredients like sugars, artificial sweeteners and preservatives. They also recommend using it during or after a workout, not before, as it can cause an upset stomach.
Protein power
While medical professionals are divided on how much protein the average American needs to survive, the consensus is that red meat should not be your only source of the nutrient. There is a slight danger of overloading on protein by drinking protein-infused beverages or taking supplements. But when balanced with proper meals, these drinks and additives can be beneficial, especially to those with complicated schedules. They shouldn’t replace a meal, but they can give your morning coffee or workout water a little extra punch.
Karen Kelly is a nationally syndicated freelance food and travel writer and the founder of Seasonal Cravings. She is a regular contributor to MSN, Yahoo and the Associated Press.
Disclaimer: These statements have not been evaluated by the Food and Drug Administration. The contents of this article are for informational purposes only and do not constitute medical advice. The content presented here is not intended to be a substitute for professional medical advice, diagnosis or treatment. Always seek the advice of a qualified healthcare provider with any questions you may have regarding a medical condition or dietary changes. Reliance on any information provided by this article is solely at your own risk.
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