According to food journalist Flora Southey, there is a consensus among food experts is that “2026 will be defined by one dominant food trend — and one macro-ingredient. That macro-ingredient is, unsurprisingly, protein.”[1] She adds, “The protein trend is not new; high-protein claims have been popping on products in almost every category, from yoghurt through to cereal and even crisps. … Aria Foods Ingredients is predicting many more protein sodas, made with the beta-lactoglobulin fraction of whey, to hit the market.” Her conclusion, “Functional food and drink is having a moment.”

The Benefits of Protein

Nutrition enthusiast Kris Gunnars explains, “Protein is one of three macronutrients, along with fats and carbohydrates. It’s one of your body’s key building blocks, as it plays an important role in supporting your cells, organs, and tissues.”[2] He goes on to list nine benefits derived from consuming proteins. They are:

1) Reduced appetite and hunger levels. “This means you may be able to consume fewer calories than if you were eating higher portions of carbohydrates and fats.”

2) Increased muscle mass and strength. “Protein is the building block of your muscles. Eating adequate amounts can help maintain muscle mass and promote muscle growth during strength training.”

3) Improved bone health. “Many studies indicate that protein, including animal protein, has major benefits for bone health.”

4) Reduced cravings. “A food craving is different from normal hunger. It’s not just about your body needing energy or nutrients, but your brain needing a reward. … [A 2010 study of overweight] men showed that increasing protein to 25% of calories reduced cravings by 60% and the desire to snack at night by half.”

5) Increased metabolism. “Your body uses calories to digest and utilize the nutrients in foods, a process referred to as the thermic effect of food (TEF). … Of all three macronutrients, protein has the highest TEF.”

6) Lower blood pressure. “Some research suggests that a higher protein intake may help lower blood pressure.”

7) Improved weight loss maintenance. “Eating a high protein diet can help you maintain weight loss and prevent weight regain.”

8) Better injury recovery. “Protein can help your body repair after it has been injured. According to a 2022 review, protein plays a key role in the growth, renewal, and healing process in your cells, making it the building blocks of your tissues and organs.”

9) Better aging. “As you age, your muscles tend to gradually weaken, affecting their strength, function, and mobility. … Increasing your protein intake is one of the best ways to reduce age-related muscle deterioration.”

With all those health-related benefits, it’s little wonder that food journalist Teodora Lyubomirova reports, “Protein has become the ultimate value-added ingredient — and demand for it keeps on growing. Consumers associate it with health, satiety and muscle support; and manufacturers view it as a way to differentiate and add value to their products.”[3]

How Much is Too Much

In William Shakespeare’s play “As You Like It,” the character of Rosalind asks: “Why then, can one desire too much of a good thing?” Nutrition expert Margaret Murray, a Senior Lecturer with the School of Health Sciences at Swinburne University of Technology, asks that very question about protein. She writes, “Social media is full of people urging you to eat more protein, including via supplements such as protein shakes. Food companies have also started highlighting protein content on food packages to promote sales. But is all the extra protein giving us any benefit — and can you have too much protein?”[4] The simple answer is yes. Murray observes, “Eating enough protein is important. It helps form muscle tissue, enzymes and hormones and it plays a role in immune function. It can also give you energy. … For most of us, there’s no benefit in consuming protein above the recommended level. In fact, having too much protein can cause problems.”

What kind of problems? Murray explains, “When we consume more energy than we need, our body converts any excess into fatty tissue for storage. There are some health conditions where excess protein intake should be avoided. For example, people with chronic kidney disease should closely monitor their protein intake, under the supervision of a dietitian, to avoid damage to the kidneys. There is also a condition called protein poisoning, which is where you eat too many proteins without getting enough fats, carbohydrates and other nutrients. It’s also known as ‘rabbit starvation’, a term often linked to early 20th century explorer Vilhjalmur Stefansson, in reference to the fact that those who subsisted on a diet of mainly rabbits (which are famously lean) quickly fell dangerously ill.”

Concluding Thoughts

When it comes to protein, you should look for the Goldilocks solution — the one that’s just right. Murray concludes, “Overall, where you get protein from — and having a balance between animal and plant sources — is more important than simply just trying to add ever more protein to your diet.” The problem is, most people don’t know what a Goldilocks solution is for them. The staff at Prepared Foods reports, “When it comes to how much protein they should actually consume daily, 79% of Americans report they are either unaware (53%) or unsure (26%).”[6]

Just like Goldilocks looking for the right temperature of porridge, individuals need to adjust their protein intake for their particular needs. The Prepared Foods staff reports, “The current Recommended Dietary Allowance (RDA) is 0.8 grams per kilogram of body weight, which translates to 54-73 grams per day for adults weighing 150-200 pounds, and more for those who are active, managing health conditions, and taking popular GLP-1 weight loss medications.” Monica Amburn, IFIC Senior Director for Food & Nutrition, explains, “While many prioritize protein, we found that some people may be inaccurately estimating their protein needs. If someone is turning to protein to support energy, satiety, or strength — and many are — they need accurate, personalized information to make those choices work for them.” Protein may be the biggest food trend in 2026, but consumers need to be cautious when it comes to consuming too much protein.

Footnotes

[1] Flora Southey, “The single biggest food trend for 2026 revealed,” Food Navigator Europe, 11 December 2025.

[2] Kris Gunnars, “10 Science-Backed Reasons to Eat More Protein,” Healthline, 18 February 2025.

[3] Teodora Lyubomirova, “How protein turned from trend to necessity,” Food Navigator USA, 15 December 2025.

[4] Margaret Murray, “What happens if I eat too much protein?” The Conversation, 2 September 2025.

[5] Staff, “Protein Tops Consumer Priorities, but Most Americans Miss the Mark on How Much They Need,” Prepared Foods, 22 August 2025.