The protein part needs to be repeated. People in the US (at least) already consume far more protein than required. It’s not without risks, as too much protein can screw with your liver and kidneys, and even lead to osteoporosis, among other health issues. Yet companies keep shoving it into everything as if we’re in a famine, and people don’t seem aware that too much protein can have downsides at all.

People in the US (at least) already consume far more protein than required.

I don’t think it’s that far above the recommended minimums. CDC data shows that Americans get about 15-16% of their calories from protein, and on a 2500 calorie diet that might mean 100g of protein per day.

There research that there is some benefit up to about twice the recommended minimum before excess protein starts to cause cardiovascular or kidney issues, depending on activity levels.

So for that 90kg person on a 2500 calorie diet, with the American average of 16% of calories from protein, we’re talking about 100g of protein per day. Basically in the middle between the recommended minimum (0.8g per kg of body weight or 72g for our 90kg person) and the upper limits of optimum amounts for the very active (1.5g per kg, or 135g for a 90g person).

The protein fad is annoying, but it’s probably one of the less harmful issues facing public health in the United States today.