Protein Everywhere: Fad or Forever?

You’ve seen it everywhere lately. No, I’m not talking about Victoria Beckham’s dance moves, I’m talking about protein.

It’s everywhere, quietly invading our homes, our grocery carts, and our social feeds. Diet trends are nothing new in American culture. In the ’90s, it was Atkins. The 2000s belonged to Weight Watchers. The 2010s gave us Keto and Paleo. Now? People are experimenting with things like the carnivore diet.

To be fair, it does feel like people are more health conscious than ever. With increased awareness around ultra processed foods, additives, and dyes, people are more alert than ever. Many things are now linked to long term health issues, so it makes sense that we’re all paying closer attention to what we’re putting into our bodies.

So is the protein obsession just another fleeting trend, or is it here to stay?

I’ll say this: protein is important, but so are carbohydrates and fat. I believe in balance. That said, in the modern American diet it’s very easy to fill up on carbs and fats while quietly neglecting protein. So I don’t hate that people are being more intentional about it. Sometimes it feels a little excessive… but overall, I get it.

Below, I’m rating some of the protein trends you’ve probably seen online or at the store lately. I’m not a doctor or medical expert, this is simply my personal take.

1. Protein Coffee — 8/10

This one is actually pretty smart. When done well, it’s an easy way to add protein without feeling like you’re forcing it. Fairlife protein milk works especially well, it tastes good and doesn’t leave that chalky aftertaste some protein powders do. Vanilla or chocolate in your morning coffee is an easy win. I’d skip the Starbucks version, though it’s pricey and the flavor can be a little… off.

2. Greek Yogurt — 10/10

Greek yogurt might be magical. If you haven’t jumped on this train yet, you’re missing out. It’s high in protein, incredibly versatile, and works as a substitute for so many things. Fage is my personal favorite, I usually go for the 2%, but they also have 0% if you’re watching calories. We’ve completely replaced sour cream with Greek yogurt in our house and stopped buying flavored yogurt altogether. Just add jam or fruit and call it a day. The viral Japanese yogurt? A must try, just don't add a million biscoff cookies and you're good.

3. Protein Powder — 5/10

A true bodybuilder staple. It’s not exciting, and most people eventually get tired of the flavor, but it gets the job done. Many powders pack around 30 grams of protein for 150 calories or less, which is hard to beat when you’re trying to be efficient. It’s not glamorous, but it’s practical. I’ve seen newer options like FlavCity’s All-In-One Protein that look promising, and I’d be open to trying those.

4. Protein Pancakes — 6/10

Protein pancakes made with your own protein powder are… fine. They’ll never beat the real thing, but they’re solid if you’re trying to boost protein intake. Kodiak Cakes makes this especially easy, and for a weekday breakfast, they definitely have a place.

5. Cottage Cheese — 10/10

I grew up eating cottage cheese (usually with canned peaches), so this one feels nostalgic. It’s also wildly underrated. It works beautifully in savory dishes, lasagna, buffalo chicken dip (especially mixed with Greek yogurt), or even spooned onto avocado toast with eggs. Simple, affordable, and packed with protein.

6. High-Protein Bread — 2/10

Brands like Dave’s have been popular with gym bros for years, but this just isn’t for me. I find most high protein breads dry and unenjoyable. If you’re meticulously tracking macros, it might make sense, but in everyday life, I’d rather eat bread I actually enjoy.

7. Protein Bars — 6/10

Not an everyday item, but useful in a pinch. I like a Quest bar when I’m on the go or don’t have time to prep something. If I know I’ll be out for hours without a proper meal or snack, this is an easy backup.

8. Protein Water — 2/10

When I first saw protein water, I thought… have we gone too far? These drinks try to be hydration, electrolytes, and protein all at once. It feels like a lot. I’ve noticed more “clear protein” products popping up as an alternative to whey, and while I get the appeal, this one just isn’t for me.

9. Protein Ice Cream — 1/10

As someone who considers herself an ice cream connoisseur, this is where I draw the line. Halo Top has tried, and people want to believe, but it doesn’t work for me. If I’m having ice cream, I’m having the real thing. Anything else just doesn’t scratch the itch.

10. Beef Jerky — 6/10

Like protein bars, jerky is great in a pinch. I like brands like Chomps that are easy to toss into a purse or gym bag. Convenient, satisfying, and no prep required.

Final Thoughts

Protein isn’t going anywhere, and honestly, that’s not a bad thing. Being mindful about getting enough protein can support energy, muscle, and overall health. Like most things, it’s best when it’s intentional, not obsessive.

You don’t need protein water, protein ice cream, and protein bread all in the same day. Real food still matters. Balance still matters, and enjoyment definitely matters.

If adding a little extra protein helps you feel stronger, fuller, and more energized, great. Just don’t forget that eating well should still feel… effortless.