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Once the gym-goals and fitness fanatics, proteins are officially broken by a shaker bottle and in the mainstream pantry.
Celebrity-supported launch such as American media personality Kholo Kardashian’s Khloud Protein Popcorn and actor ZAC Efron promote a actor Ranveer Singh’s superi protein wafer bar, and Amul’s high-protein Kulfi, a protin-rich porridge promote a domestic staple like a actor Ranveer Singh’s supernown-rich porridge: the message promotes: The message is clear!
The craze does not stop there: think about protein bread, protein coffee, high-protein bread and idli mix, cookies, chips and even water.
As brands run to pack a protein punch in everyday foods, a miracle: is it just another health trend, or a very important change in dietary awareness? Experts say that this is the same for both.
“Protein is essential for muscle repair and performance, especially for those who train intensely,” Kushal Pal Singh, never says fitness and performance specialist in fitness. “But even those who are moderately active, they need it, to maintain metabolic health, support hormone functions and fuel daily activity.”
While enthusiasts of fitness can be benefited by high intake, insisted on the need for personal protein consumption based on the level of efficient activity, age and health conditions: “The key is not much, but enough.”
Protein Snacks: Smart Boost or Bus Branding?
From high-protein cookies to the shake with celebrity endorsments, the growing market of protein-rich foods is a reflection of both increasing awareness and clever marketing.
“Many of these products are convenient, but not all are healthy,” the Fisico diet and the founder of the beauty clinic warns Vidhi Chawla. “Some high-protein snacks are also loaded with sugars, sodium and artificial additives.”
She recommends consumers to carefully read the nutritional label, selects high quality protein, minimal processing and unhealthy fat and fewer products in sugars. “Full foods such as fish, legumes, dairy and lean meats are still gold standard,” she explains.
How much is enough?
Indian diet is full of protein-rich options, Vedika says, listing vegetarian sources such as cheese, curd, lentils and chickpeas, as well as non-vegetarian options such as chicken, fish and eggs. “Wells can change a mixture of tofu, sprouts, quinoa and nuts and seeds to meet their needs.”
Recently updated Indian Council of Medical Research (ICMR) guidelines also recommend at least 1 gram per kg body weight, indicating changes in nutritional priorities in the board.
Reduce myths
Despite its new popularity, misconceptions about protein persist. “A major myth is that eating more protein will automatically give you more muscle,” says Kushal. “But once the needs of your body are met, the extra can be stored as fat. For people with kidney concerns, high protein intake may require medical supervision,” they say.
Another myth? Only athletes need to worry about proteins. “Even sedentary individuals and the elderly require adequate amounts for tissue repair, immune health and basic physical functions,” Jitendra said, “Protein is essential, but it is not magic. It is a part of the big picture: a healthy, informed lifestyle.”
Risk of going overboard
While protein is important, it is not always better. Overflow, especially from processed sources, may have side effects. For one, it can put inappropriate stress on the kidneys and displace other essential nutrients in the diet, such as fiber, vitamins, and healthy fats.
“The evidence connecting excessive intake of processed meat is also increasing with the increasing risk of heart disease and some cancer,” says Vidhi.
Do not make supplements the first priority
Jitendra Chaukesi, the health teacher and founder of FITTR, says that there is a noticeable increase in the demand for protein-rich snacks and products. However, meeting the needs of protein through whole foods should be a priority. Supplements and packed snacks are only for convenience or when diet intake is insufficient.
The correct amount of protein intake
According to a clinical dietist Vedika Preney at Sir HN Reliance Foundation Hospital in Mumbai, a healthy adult usually requires 0.8 to 1 gram of protein per kilogram of body weight. The amount increases for people engaged in more physical activity.
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