Why Is Everyone Obsessed with Protein? Unpacking the Confusion and Marketing Hype

It feels like protein is everywhere right now, from fitness influencers to fertility TikToks. But how much do you really need? Is more always better? And why does it feel so hard to get a straight answer?

In this episode of Millennial Body Image Project, we break down the protein obsession that’s taken over your feed and your grocery cart. We talk about the science, the marketing, and the disordered thinking that often gets hidden behind “health goals.”

Key Takeaways:

Protein confusion is not your fault.

Even trained nutritionists are second-guessing themselves because the wellness world is saturated with conflicting advice, fear-based marketing, and influencer pseudoscience.

Wellness culture rebrands dieting as “hormone balance.”

Especially for millennial women, the promise is subtle: Eat more protein, and your PCOS, fertility, or perimenopause symptoms will magically disappear, no dieting required (but it’s still a diet).

There’s no one-size-fits-all protein target.

Needs shift based on age, activity, health status, stress levels, and more. Influencers giving blanket advice are missing the nuance and potentially messing with your health.

Obsessing over protein can backfire.

Too much protein can lead to digestive issues, imbalance, and renewed food fixation. Hyperfocusing on any single nutrient pulls you away from trusting your body.

“ If you’re overwhelmed about protein, you’re not broken, you’re being bombarded.”

Tune into Why Is Everyone So Obsessed with Protein? on the Millennial Body Image Project podcast. Want practical support that doesn’t feel like a protein cult? Check out our Patreon.