As influencers and others push protein powders, here's what dietitians say

The demand for protein has soared as 61% of consumers in the U.S. increased their protein intake last year, according to new research from Minnesota-based food corporation Cargill . And social media influencers and brands alike are taking note.

"We're seeing that influencers, fitness professionals – they're all encouraging more protein after lifting," said Yasi Ansari, a clinical dietician at UCLA.

The protein boom

Protein is now a $114 billion industry and growing, according to Mintel , a global market intelligence company. The number of high protein shakes and drinks on the market rose by 122% from 2020 to 2024, Innova Market Insights reported , noting that Gen Z is driving most of the online chatter around the beverages.

Chains like Starbucks , Dutch Bros, Smoothie King an