WELCOME TO PROTEIN-PALOOZA!

A certain macronutrient is receiving mega love these days, and experts say some people should consume even more. But is it possible to have too much of a good thing?

- KAREN ANSEL, R.D.N.

Lately it seems as if everyone is obsessed with protein.

Paleo and keto diets are all the rage, and the Pure Change program (celeb model Bella Hadid swears by it) has gone viral on social media. "For some time now, protein has been the golden child of the nutrition world," says New York Times best-selling author Joy Bauer, R.D.N., C.D.N. The International Food Information Council's 2024 Food & Health Survey indicated that 71% of Americans were trying to eat more of it-that's a big leap from 59% in 2022.

In fact, a greater chunk of us are trying to eat more protein than is the case for any other nutrient, including those we don't get enough of-digestion-friendly fiber, bone-strengthening calcium, and the iron we need for energy. Some protein prioritizers (not just influencers, but doctors too) recommend eating at least double the amount of protein health experts generally recommend.

As a result, "we're sometimes going to unusual extremes to get it, like eating chips made from chicken breast, topping salads with protein-laced dressing, spooning protein powder into coffee, and even drinking proteininfused beer," says Bauer.

"The biggest driver of protein's soaring popularity is its potential to support weight loss and build muscle," says Dawn Jackson Blatner, R.D.N., author of The Superfood Swap. But that's not all: In addition to its proven ability to build muscle and help with weight loss by promoting fullness and slightly boosting metabolism, protein supports more balanced blood sugar levels. And even though there's little if any evidence to support these assertions, some say it will help you grow more lustrous hair and nails, sleep more soundly, detox your body, and ease menopausal hormone fluctuations.