Protein: Diet Culture Obsession or Essential to Thrive?

Protein is all the rage these days. From articles and experts saying it’s the key to healthy longevity, to major news publication calling out the obsession aligning with diet culture, it’s hard to find the facts. That’s because all misinformation, disinformation, and conspiracy theories all contain a kernel of truth. Absolutely we need protein to survive. More than that, thrive. Let’s learn all about protein, inside & out, for what it can do for us and consider where it might cross a line – how much is too much?

What is protein, exactly?

In researching for a recent podcast, I took a deep dive into protein. I had no idea the vast role that protein plays in our health. These 9 essential building blocks do much more for your body than just build muscle. In learning more about how protein works within our body, it has helped me prioritize getting more, especially through the aging process when our bodies need more to support hormonal shifts.

9 Essential Amino Acids

Amino acids are molecules that combine to form proteins. Specifically they are organic compounds that contain both amino and carboxylic acid functional groups.. The human body breaks down the whole food sources of proteins we consume into the amino acids. There are nine essential amino acids, each of which performs a number of important jobs in your body. Some things I learned prepping the show that I think we all need to know:

Branch Chain Amino Acids

Branch Chain Amino Acids (BCAA) have a chain branching off from one side of its molecular structure. Specifically, they are what people traditionally think of what protein does, they are metabolized by the body and used as sources of muscle energy. There are three, they include:

Valine:  Valine helps stimulate muscle growth and regeneration and is involved in energy production.

Leucine: Leucine is critical for protein synthesis and muscle repair. It also helps regulate blood sugar levels, stimulates wound healing, and produces growth hormones. I use this daily to increase my intake of this one especially.

Isoleucine: Isoleucine is involved in muscle metabolism and is heavily concentrated in muscle tissue. It’s also important for immune function, hemoglobin production, and energy regulation.

6 Other Essential Amino Acids

The other 6 Essential amino acids do much more in the body than just support muscle. They include:

Tryptophan: It’s not just for drowsiness! Tryptophan is a precursor to serotonin, a neurotransmitter that regulates your appetite, sleep, and mood.

Phenylalanine: Your body turns this amino acid into the neurotransmitters tyrosine, dopamine, epinephrine, and norepinephrine. It plays an integral role in the structure and function of proteins and enzymes and the production of other amino acids.

Threonine: A principal part of structural proteins such as collagen and elastin, for your skin and connective tissue. It also plays a role in fat metabolism and immune function.

Methionine: This amino acid plays an important role in metabolism and detoxification. It’s also necessary for tissue growth and the absorption of zinc and selenium.

Lysine: Lysine plays major roles in protein synthesis, calcium absorption, and the production of hormones and enzymes. It’s also important for energy production, immune function, and collagen and elastin production.

Histidine: Your body uses this amino acid to produce histamine, a neurotransmitter that is vital to immune response, digestion, sexual function, and sleep-wake cycles. It’s critical for maintaining the myelin sheath, a protective barrier that surrounds your nerve cells.

[source, 1]

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What Are “Incomplete Proteins”?

Complete protein refers to all 9 amino acids (AA) being included. For example, if you take Collagen, it is an incomplete protein because Tryptophan is missing. I know a lot of people take collagen to help meet their protein requirements, but I had no idea that for years I was depriving myself of this mood-boosting beast of an AA.

If, for example, you’re putting collagen in your coffee and using that as breakfast without incorporating this 9th amino acid, not only are you missing out on the benefits of Tryptophan (precursor to a neurotransmitter that regulates your appetite, sleep, and mood), but your body is not able to fully utilize the protein it has been given.

For years I supplemented with incomplete collagen and did not know to increase tryptophan. Which is why changing to a complete protein version of collagen has made a big difference for lots of people I talk to.

The good news is, our bodies do store essential AA. If you consume an incomplete protein, our body can supplement the missing element from stores. But in order to maintain that balance, you’d need to be offsetting with that missing AA in adequate quantities.

Non-Essential Amino Acids

Although over 500 amino acids exist in nature, by far the most important are the 22 amino acids incorporated into proteins. (1) Only these 22 appear in the genetic code of life.

Nonessential means that our bodies can produce the amino acid, even if we do not get it from the food we eat. Nonessential amino acids include: alanine, arginine, asparagine, aspartic acid, cysteine, glutamic acid, glutamine, glycine, proline, serine, and tyrosine.

Conditionally essential amino acids are usually not essential, except in times of illness and stress. Conditionally essential amino acids include: arginine, cysteine, glutamine, tyrosine, glycine, proline, and serine.

You do not need to eat essential and nonessential amino acids at every meal, but getting a balance of them over the whole day is important. A diet based on a single plant item will not be adequate, but science has updated to no longer worry about pairing proteins (such as beans with rice) at a single meal. Instead, look at the adequacy overall throughout the day. (8)

The best sources of essential amino acids are animal proteins such as meat, eggs, and poultry. However, some plant foods, such as the soy products edamame and tofu, contain all nine essential amino acids. This means they are “complete” protein sources. After you eat protein, your body breaks it down into amino acids and then uses them for various processes, such as building muscle and regulating immune function. (1)

All About Protein as Diet Culture

If you haven’t seen the online trends of protein as diet culture, you have been living under a rock. Or rather, the analogy I like to use is swimming in an ocean, not realizing the very water you’re in is diet culture. I’ve been working hard to “get out of the ocean and into a safety raft” for years and can tell you it’s not the first time cottage cheese was all the rage for “health” *cough* weight loss.

“While it’s true that the food is packed with protein, the return of the cottage cheese craze (it previously took off as a diet food in the 1950s) is indicative of a larger shift in wellness content online— towards protein-obsessed and “animal-based” eating plans… If you have a history of disordered eating, focusing all your energy on eating high protein is like teetering on the edge of a cliff.” (5)

Another example is the cultural obsession that constantly shifts.

Despite more money than ever being poured into the wellness industry, our health is continually declining. Almost like the two aren’t correlated…

The obsession with “getting enough” protein becomes a problem when it is at the expense of other nutrients your body needs. Many nutrients which are under-consumed directly link to health issues like heart disease. (5)

For example, “On the menu at the gym where I go, a salad niçoise is now repackaged as ‘high-protein tuna’. It comes without the usual capers or olives – those are items that merely add flavour, and who needs that?” (4) So we’ve foregone nutrient-rich vegetables that are important to pair with the protein.

We continue to see trends, specifically with protein being all the rage. “In 2024, creatine rose in popularity as a fitness supplement, but in 2025, the hottest supplement is expected to be leucine.” (6)

Protein has become so powerful, no matter what form it takes, it seems to anoint any food with an aura of health and goodness. (4)

While diet trends will constantly change to sell you on the next “it” thing you need to optimize, I have instead found that leaning into intuitive eating and prioritizing nourishment not only helps my body feel my best, but also proves itself via metrics of health.

I like the idea of “having protein in each meal, rather than aspiring for any daily high-protein goal.” (6) This allows for a balance of fiber through fruits and vegetables and a full plate of all macro and micro nutrients.

This is where we take the guidelines listed below as just that, guidelines. You know your body best. Listen to it. The FDA and WHO both note that different phases of life require different measures of protein, like when lactating, when growing, etc.  As you age, as you cycle hormonally, as your go through phases where your body builds muscle,  your intake needs will vary.

Don’t Sacrifice Other Nutrients

While there are many reasons to prioritize protein, there are also reasons to avoid too much. Over the long term, too much protein and too few carbohydrates may be harmful to health. This kind of eating pattern has been linked to an increased risk of developing osteoporosis, because digesting protein releases acids into the bloodstream. The body neutralizes these acids with calcium—which can be pulled from bone if necessary. (9)

So while we need muscle for longevity and health, too much can actually have the opposite effect. Eating too much protein also makes the kidneys work harder, and can overload the kidneys of those at risk.

Depriving yourself of carbohydrates can also affect the brain and muscles, which need glucose (the fuel that comes from digesting carbs) to function efficiently. The fiber delivered by some carbohydrate-rich foods help bowels move. And remember that healthy sources of carbohydrates, such as fruits, vegetables, and whole grains, come with a host of vitamins, minerals, and other nutrients. (9)

Pick the healthful trio. Ideally at each meal, include foods that deliver some fat, fiber, and protein. Fiber for gut health and digestion and fat to work with the hormones in your body, and aid in nutrient absorption. (9)

In a 2017 peer reviewed publication, looking at variable protein types and individual digestion, it is concluded that “digestion and gut health will be essential to determine how digestive capacity changes.” Personalization, specific to your body’s needs, is necessary. (10)

How Much Protein is Too Much?

One of the most popular posts on this very site is an article I wrote at the height of my diet culture days, Gram of Protein Per Pound. Fourteen years later, people still are just as confused as ever about how much protein is ideal for them.

A generally accepted guideline is to aim for 30 or more grams of protein with each meal. When I start my day with a protein-packed smoothie, my body naturally desires more food that helps me feel my best: fiber, fats and protein with lots of vitamins and minerals.

I find intuitive eating is so much easier when I start the day with my morning smoothie. When I skip or rush breakfast with something less nourishing, my body is chasing nourishment all day and I crave things that don’t serve me.

If looking for the daily required intake* for the essential amino acids, according to the World Health Organization. These are for adults per 2.2 lb (1 kg) of body weight:

Supplementing with Protein

I know for me my body needs more protein than I’m casually inclined to consume, but when I have the right amount for me I notice cravings go down and a desire to nourish myself go up. If I don’t have protein to start my day, at least 30 grams for me personally, then it feels like my body is chasing energy all day long. And while there is nothing wrong with listening to your body tell you what it needs, there is a problem if that means deprivation drives binges that don’t help you feel good.

If you, like me, struggle with both time and desire for a protein-rich breakfast, then supplementing might be right for you. You do not need protein powders. And, for me they’ve been a game changer for my health. Starting my day with a smoothie that has over 30 grams of protein is made simple and easy with the right protein powder.

But First, Check the Quality

The majority of protein powders aren’t as health-promoting s they claim. A new independent study shows lead, BPA, mercury, cadmium and arsenic are present in top-selling nutritional protein powder supplement products. More than 75% of plant-based protein powders had measurable levels of lead, while one contained more than 25 times the allowed regulatory limit of BPA in just one serving. (11)

Look for brands who do testing, ideally in-house and 3rd party testing. Labels like USP, BSCG, and Clean Label Project as well as published clinical testing will ensure what you’re using to help your health isn’t actually harming it. I’m always making sure what I buy is both effective and safe.

I talk more about this in my Prop 65 Warning article here.

My Favorites

Shaklee’s Life Shake

The only plant protein on the list, or that I’ve ever personally used and liked. Because I do not have a gallbladder and also have Celiac disease, my body is very sensitive. Life Shake is the only protein powder I’ve ever used that feels like I am literally nourishing my cells, as though the life force of my mitochondria are literally getting a boost.

I know that sounds crazy, but because it aids digestion and absorption with prebiotic fiber and digestive enzymes and essential vitamins and minerals – it’s unlike anything else I’ve ever used. Even when I’m busy or headed to brunch later, I still always start my day with a Life Shake. It has truly helped my body lean more into intuitive eating and be healthy.

One bag contains 14 or 28 servings in a bag, 20g of non-GMO plant protein, all 9 essential amino acids, 6g of fiber, 24 vitamins and minerals, methylated B vitamins, and Omega-3s. Shaklee also does incredible work to both clinically test and scientifically prove absorption of all the nutrients as well as safety test for contaminants, including heavy metals. They are one of the very few plant proteins on the market without a Prop 65 Warning.

Shaklee’s Collagen 9

This is the only collagen I know of the market which is a complete protein with all 9 essential amino acids. 40 servings per bag includes 10g of protein each. Includes 100% Daily Value of Biotin and Vitamin C with the collagen to help your body synthesis and utilize it effectively.

I actually add a serving of this to my Life Shake each morning, plus frozen avocado and other fruit to give me at least 32g of protein per smoothie.

Paleovalley Bone Broth Powder

I like that this brand, like Shaklee, tests for contaminants and uses Grass Fed beef.  Each bag contains 28 servings of 13 g of collagen-rich protein. It, unlike most collagens, is a complete protein. But, because it is not a balanced full protein powder (higher non-essential than essential proteins), it’s a great add-on not ideal for the sole protein in a meal.

Equip Foods Beef Protein

In the running theme, this protein is also Grass Fed and unlike the other animal proteins listed here, it is a complete protein. 30 servings per bag contain 20g of protein each.

Barebells Bars

And a perfect example of foods being “anointed” with an aura of health if inclusive protein, these 1.9oz bars contain 16-20 grams of protein and taste quite literally like candy. Matt rarely has lunch at work, but he quite frequently will make time for one of these, because they’re so tasty. And I always keep a few in my glovebox for emergencies when out-and-about.

Read More

The Whole View with Stacy Toth, Season 3, Episode 134: The Power of Protein w/ Dr. Gabrielle Lyon

Prop 65 Warning: What is it and why does it matter?

Great Health in a Large Body

References

1. A Guide to Essential Amino Acids and Your Health
   https://www.healthline.com/nutrition/essential-amino-acids#benefits-of-supplementing
2. Recommended Dietary Allowances: 10th Edition: Protein and Amino Acids
   https://www.ncbi.nlm.nih.gov/books/NBK234922
3. Complete vs. Incomplete Protein: What’s the Difference?
   https://www.everydayhealth.com/diet-nutrition/incomplete-vs-complete-protein-whats-the-difference
4. Protein mania: the rich world’s new diet obsession
   https://www.theguardian.com/news/2019/jan/04/protein-mania-the-rich-worlds-new-diet-obsession
5. TikTok Diet Culture’s Unhealthy Obsession with Protein
   https://www.nylon.com/beauty/tiktok-diet-culture-unhealthy-obsession-with-protein-animal-based
6. Introducing 2025’s ‘it’ fitness supplement: Leucine
   https://www.themanual.com/fitness/leucine-supplement-guide
7. WHO Technical Report Series: Protein and Amino Acid Requirements in Human Nutrition
   https://iris.who.int/bitstream/handle/10665/43411/WHO_TRS_935_eng.pdf
8. National Library of Medicine: Amino Acids
   https://medlineplus.gov/ency/article/002222.htm
9. Extra protein is a decent dietary choice, but don’t overdo it
   https://www.health.harvard.edu/blog/extra-protein-is-a-decent-dietary-choice-but-dont-overdo-it-201305016145
10. Personalizing Protein Nourishment
    https://pmc.ncbi.nlm.nih.gov/articles/PMC4927412
11. New Study of Protein Powders from Clean Label Project Finds Elevated Levels of Heavy Metals and BPA in 53 Leading Brands
    https://cleanlabelproject.org/blog-post/new-study-of-protein-powders-from-clean-label-project-finds-elevated-levels-of-heavy-metals-and-bpa-in-53-leading-brands