Protein popcorn. Protein water. Even protein coffee.
Across grocery stores and social media feeds, marketers are pushing protein — especially among young men seeking muscle, discipline and an idealized physique.
Online, the trend has taken on names like “protein maxxing” and “boy kibble,” and focuses on meals built almost entirely around protein intake. But nutrition experts say the surge is less about actual dietary needs and more about marketing, misinformation and shifting body image standards.
Despite the messaging, experts say most Americans are already consuming enough protein.
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“We have overwhelming evidence that the average American adult meets or exceeds recommended protein intake,” said April Davis, an associate professor and director of the graduate dietetics program at Washington State University.
Khan called much of the information circulating online “bro science” — advice that may apply to a small group such as bodybuilders, but which is often generalized to a much wider audience.
