During a recent trip to the grocery store, I noticed something strange. The word “protein” appeared to be shouted from every aisle. Chips boasted about it, biscuits promised it, and even bottled water said it had it. The same thing happens when you scroll through Instagram: endless loops of protein bowls, coffees, and pancakes. A once-quiet vitamin on the food pyramid has somehow evolved into a lifestyle statement.
The figures also support that. According to Fortune, the global market for protein supplements is worth over $25 billion and is expected to expand by around 8% annually. Seven out of ten Indians are not getting enough protein each day, according to surveys conducted by the India Council of Medical Research (ICMR), which is part of the National Institute of Nutrition (NIN), in a country where traditional diets are frequently high in carbohydrates. However, in metropolitan areas, protein has emerged as the health guru, touted as the solution to everything from improved skin to weight loss.
How did protein—plain, unglamorous protein—go from being a buzzword in gym shakes to becoming a household name in supermarkets? And is the obsession really in line with what our bodies require?
From gym jargon to health jargon
Celebrity dietitian and wellness coach Simrat Kathuria believes it’s a cultural change:”The clean-eating culture is compatible with protein. Even if it’s a manufactured bar, people believe they’re doing something healthy when they eat a snack high in protein, she added. Fitness influencers and Instagram clips have effectively promoted the story.
Protein is one macronutrient. Although it is necessary, it is not a panacea. Dr. Sushruth Shetty, a gastroenterologist at Narayana Health City in Bengaluru, asserts that individuals are approaching protein as a comprehensive health solution. For him, the unexpected popularity of proteins has less to do with science and more to do with perception.
Its star status now goes well beyond basic sustenance, according to Tehseen Siddiqui, chief nutritionist at Saifee Hospital in Mumbai. It is promoted as a weight-loss miracle and a means of prolonging feelings of fullness. However, that’s exactly the issue; people don’t realize how much they truly need, so it has become a shorthand for health.
Ozempic, the protein fix, and thinness
Particularly in the era of weight-loss medications like Ozempic, the enthusiasm is also associated with our return to thinness. “Protein and body image are related,” Dr. Shetty stated. “Medications such as Ozempic can result in both fat and muscle loss. Protein becomes the safety net because people want to seem slender without being weak,” he explained.
“It plays into diet culture’s obsession with control,” Kathuria concurred. Lean mass is maintained and hunger is reduced by protein, but when protein takes precedence over fiber, vitamins, and healthy fats, people run the danger of losing these nutrients.
Suparna Mukherjee, a clinical nutritionist at Narayana Health City in Bengaluru, asserts that protein and strengthening exercise enhance muscle mass. “Protein by itself won’t work.”
Do we actually lack enough protein?
The situation is more complex in India. Even while urban consumers are consuming protein coffee, a sizable portion of the population still does not.
Every day, 0.8–1 grams of protein per kilogram of body weight is advised by ICMR-NIN. However, tradition dictates that the majority of Indians consume significantly less food. “The main carbs in our thalis are rice, roti, dal, and sabzi. Seldom does protein take the role, Siddiqui said. India is sometimes referred to as “calorie-rich but protein-poor” because of this.
Dramatic malnutrition is not typically the first sign of a deficiency. According to her, “it’s usually subtle—low energy, brittle hair, slow wound healing.”
Is the frenzy being driven by brands?
Business has thrived in the space between actual deficiency and urban preoccupation. Nowadays, protein is occasionally added in trace amounts to breads, chips, and biscuits. All of a sudden, a snack with three grams of protein is being marketed as a food for fitness. “That doesn’t address the issue of deficiencies,” Kathuria stated.
“If you can eat dal, paneer, eggs, or nuts, you don’t need powders and fortified cookies,” Dr. Shetty warned. Often, everyday food works better.
However, certain groups can benefit from customized blends, such as protein for women, children, or the elderly. “The issue is when everyone buys into it blindly,” Siddiqui stated, adding that older folks and pregnant women definitely require more.
The “proteinization” of common foods is the newest trend. Coffee with protein powder, or “proffee,” has gained popularity as a wellness beverage. Chips and cookies are now labeled “protein-packed.” But are these trends effective? According to Siddiqui, “it can be helpful if you’re missing meals or need a quick boost,” but more processed forms that contain sugar and additives are not sustainable. Getting your protein from natural dietary sources is preferable.
How about fiber?
Fiber is another nutrient that has been overlooked as protein gains prominence.
“It can backfire to place too much emphasis on protein at the expense of plant foods,” Kathuria said. According to studies, fiber helps prevent diseases like colon cancer, which is becoming more common in young people. “Fiber is underhyped and underconsumed,” Dr. Shetty stated. “Instead of highlighting a single nutrient, public health messaging should emphasize balance.”
Vegetarian protein
Protein doesn’t have to imply meat or supplements for vegetarians. Nuts, seeds, quinoa, Greek yogurt, paneer, lentils, and legumes all play a part. “Pairing is powerful,” Kathuria stated. “Hummus and whole wheat bread go well together, as does dal with rice.”
“Rotate between dals, sprouts, millets, and seeds,” Dr. Shetty continued. Vegetarians can easily match non-vegetarians with a little preparation.
Siddiqui also emphasized that consistency counts. It adds up to a dish of curd, some roasted chana, and dal for supper.
Thus, yes, include paneer in your curry, if you like, have a protein-rich coffee, and leave room for dals, nuts, and seeds. However, remember to include color, fiber, and healthy fats on your meal. This is because maintaining balance is crucial for overall health, and no single vitamin can fulfill this role alone.
Disclaimer:
The information contained in this article is for educational and informational purposes only and is not intended as a health advice. We would ask you to consult a qualified professional or medical expert to gain additional knowledge before you choose to consume any product or perform any exercise.
