What to know
- Protein-packed products, from bread to mac and cheese, are trending in Canada’s grocery stores.
- Dietitian Abbey Sharp says most people already get enough protein and shouldn’t let the trend replace balanced eating.
- Some protein foods may have a ‘health halo,’ but can still be high in sugar, refined carbs, or calories.
- An expert recommends focusing on whole foods and not letting protein obsession crowd out fibre, healthy fats, and other nutrients.
As brands and consumers embrace the “proteinmaxxing” trend, a dietitian cautions against letting the protein hype overshadow the necessity of a balanced diet.
The craze has taken social media by a storm, where users focus on maximizing dietary protein intake. Popular brands like Dempster have already signed up to be a part of the conversation, releasing a protein line-up in March which includes breads, bagels, and tortillas.
Most recently, Kraft Dinner hopped on the trend, offering KD+, turning the comfort food into a source of 18 g of protein.
So, amid the ongoing proteinmaxxing trend, Now Toronto asked registered dietitian Abbey Sharp for her take.
What is proteinmaxxing?
Sharp breaks down the trend, saying it’s an effort to “get as much protein in every meal, snack, and bite, by any means possible.”
However, the trend often goes to extremes when people replace more nutrient-dense foods, she explained.
Why are people obsessed with protein?
Sharp explained that protein managed to “escape the demonization” other macronutrients have received.
“Protein has been associated with building muscle, with satiety or keeping us fuller longer, with blood sugar management,” she said.
So, protein can absolutely be beneficial, but are we all protein deficient, or doing too much?
Sharp says North Americans already get more than enough protein.
“The only time, in most cases, where we actually see protein deficiency is when total calories are not being met,” she said.
But people on GLP-1, or the “skinny talk,” who prevent people from meeting their protein needs, make certain individuals protein deficient and in need of the supplement.
Sharp says the source of protein is just as important.
“You can exceed your protein needs by eating Big Macs all day, but you’re also getting an excess of refined carbs, fats, and calories that eventually tip the scale,” she said. “So, you may want to be choosing more efficient sources of protein that offer the most protein-to-calorie ratio.”
She suggests leaning into eggs, Greek yogurt, and other healthier alternatives.
Should you hop into brands’ protein craze?
Sharp says you can, but it shouldn’t be a “direct replacement” for other protein sources.
“If you’re buying regular Kraft Dinner, which has far less protein, I don’t think it’s a bad choice,” she said.
Though she cautions that some food sources will have higher protein but have an excessive amount of sugar.
“We call this a health halo, where a food manufacturer may tweak one particular nutrient, and then automatically assign the entire food as some kind of superfood,” she said.
So she isn’t worried about KD+ or Dempster, but says to be wary of other protein-rich foods, and not to use them as a replacement for your healthy source of protein.
What are the dangers behind proteinmaxxing?
The protein obsession may be displacing other important nutrients.
“We can’t just live off protein, and if we’re only focusing on adding protein at every single meal and snack, then we may not be getting enough fibre or healthy fats,” Sharp said.
Additionally, protein-enriched foods may distract consumers from looking at the food as a whole.
Sharp shared key questions to ask when looking at food.
- How many total calories are in this?
- How satiating is this food?
- What other nutrients does it provide?
- What is it displacing in terms of the other potential sources of protein that I have in my diet that may actually result in a net negative effect for my health?
What is the craze getting right?
With an increase in people using GLP-1 receptor agonists, there’s a lot of weight loss, which runs the risk of losing muscle, Sharp explained. So, the proteinmaxxing trend is sparking a conversation around the importance of maintaining muscle mass and the role of protein.
