Why our protein obsession built an illusion of strength—but not the results it promised.

Protein is back on the table—like that stubborn pimple that just won’t quit. This time, it’s resurfacing for a new reason: the rise of GLP-1 weight-loss drugs. As people shed pounds faster than ever, a new fear has taken over: muscle loss.

Predictably, the wellness world has responded with its favorite mantra—eat more protein. More shakes, more bars, more powders, more labels screaming 30 grams per serving. Protein has become the knee-jerk solution to every problem, especially the ones we barely understand.

While the protein hype keeps climbing, one simple question never breaks through: if protein alone built muscle, wouldn’t we see a whole lot more of it by now? If we eat like bodybuilders, why don’t we look like them?

In a sea of pro-protein misinformation, Vegan Curator steps in as the voice of reason—reminding everyone that the pursuit of health has a habit of turning into its opposite. What started as nutrition has morphed into a fixation, and protein has become its perfect symbol.

So let’s unpack how we got here—and why we keep falling for the big claims that never add up.

Selling Strength, One Scoop at a Time

Protein’s journey from butcher shop to boardroom began long before Instagram and gym selfies. Its story traces back to 19th-century physiologists Carl Voit and Wilbur Atwater [1], whose “more is better” philosophy shaped Western nutrition for generations [2]. They helped cement the belief that high protein equals superior health—an idea so simple and seductive that it still shapes how we eat, train, and define strength today.

Fast-forward several decades, and the protein story shifts from physiology to pure strategy. The modern boom wasn’t driven by scientific discovery or nutritional necessity. It was a masterclass in rebranding, where waste became wellness and profit dressed itself as performance. Whey, once the unwanted liquid byproduct of cheese production, piled up faster than dairies could get rid of it [3]. For decades, it was dumped, fed to livestock, or treated as industrial refuse. But once high-protein narratives took hold, the dairy industry saw opportunity in its own cast-offs.

A clever marketing pivot transformed those leftovers into whey protein powder—suddenly a “premium” supplement positioned as the purest form of muscle fuel [4]. At first, it was sold to bodybuilders and athletes, the people who genuinely needed the extra calories and protein. But once profits surged, the industry realized it could sell the same product to everyone else.

That’s exactly what happened. As The Guardian reported, the gritty “meaty sludge” once confined to weight rooms has morphed into a billion-dollar marketplace targeting people who may never lift a weight [5]. And in today’s wellness era, that shift has stretched even further. What began as fuel for effort is now sold as identity: discipline, success, virtue—packaged in a scoop and marketed as aspiration rather than nourishment.

The industry’s genius lies here: it doesn’t sell strength—it sells belief. And belief is malleable, so the narrative keeps evolving—again and again, ready to attach itself to whatever trend comes next.

Protein’s Latest Reinvention

The rise of GLP-1 drugs (like Ozempic and Wegovy) has reshaped the weight-loss landscape—and with it, the conversation around muscle. As people lose weight quickly, social media buzzes with warnings about “melting muscle” and “shrinking strength” [6]. And almost instantly, a trend emerged: eat more protein to protect your lean mass.

It sounds convincing. It’s simple. And it conveniently boosts an already booming protein industry. But as Tufts physician Dr. Ryan Kane points out, “If we’re not doing the resistance activity to support muscle and bone health, what that protein is actually going to do is just potentially turn into fat because it’s extra calories” [6].

The wellness world treats protein like a prescription for strength, but without resistance training, the body has no reason to maintain muscle—GLP-1 or not.

It’s the same old myth wrapped in a shiny new moment—just repackaged for a new audience.

Hustle for the Muscle

With all the protein we eat, you’d think we’d be walking around as modern-day Spartans in Lululemon. But one look around paints a different picture: more jiggle than definition, more puff than power.

The average American now consumes more protein than ever—at least a third more than what most sedentary adults actually need [7]—yet carries more body fat than at any point in history. We’ve added protein to everything—from snacks to coffee—but population health isn’t improving. If protein were truly the magic bullet we’ve been promised, the evidence would be written on our bodies by now. Instead, obesity rates continue to rise across much of the developed world [8].

Here’s why: muscle growth is a biological negotiation, not a food group.

When you lift, push, or pull against resistance, you create microscopic tears in muscle fibers—controlled damage that signals your body to rebuild stronger than before. That rebuilding requires three things: stimulus (training), resources (adequate calories and nutrients), and time (recovery). Protein provides the raw materials for repair, but without mechanical stress, your body has no reason to build more muscle. Even with plenty of protein, a sedentary body has no incentive to become a stronger one.

And if you’re skeptical, run the simplest experiment you’ll ever do—no lab coat required. Look in the mirror. If you’re all about “protein everything” but don’t look like Michelangelo’s David, well… there’s your answer.

Here’s the bottom line: protein plays a supporting role, not a starring one. Muscle comes from resistance, recovery, and consistency—not from piling on more grams. That part never makes it onto the label because it’s easier to sell powder than perseverance.

The High-Protein Trap

Protein equals muscle isn’t the only lie we’ve been sold; high-protein diets can also quietly work against the very goals people pursue during weight loss, particularly better health. Protein is essential—your body uses it to repair tissue, build enzymes and hormones, support immune function, and keep you alive—but the myth that “more is better” has pushed us into territory where excess stops helping and quietly starts hurting [2].

When we consume more protein than we can use, the surplus still has to be processed—extra metabolic work that can become a real concern, especially for people with reduced kidney function or those at risk [9]. And diets heavily centered on animal protein can shift the body’s acid–base balance in ways that may increase calcium loss and undermine bone health [10].

Meanwhile, prioritizing protein above all else crowds out the foods that truly support your body’s needs—and, ironically, long-term weight management—fiber-rich plants, antioxidants, and complex carbohydrates: the nutrients that protect our hearts, regulate metabolism, and sustain long-term wellbeing.

In pursuing strength, or even better health, we may be stressing the systems that keep us alive—turning a nutrient into a liability.

Past the Promises

Here’s the truth no label will print: muscles and strength can’t be bought. They’re earned—through effort, rest, and consistency. Protein supports the process, but it doesn’t replace it.

As explained in Life in Every Bite, “Building muscle is an exciting goal, but it shouldn’t come at the expense of your well-being. True health isn’t about chasing extremes—it’s about listening to your body’s natural signals and embracing moderation” [2].

So maybe it’s time to retire the shaker bottle and pick up a dumbbell—or a dose of perspective. Because if protein alone built muscle, we’d all be walking around as living sculptures by now.

References

[1] Carpenter KJ. A Short History of Nutritional Science: Part 2 (1885–1912). J Nutr. 2003;133(4):975-984. doi:10.1093/jn/133.4.975

[2] Djurica, Gana. Life in Every Bite: A Modern Guide to Food and Health. Chapter 18, “The High-Protein Trap.” BookBaby, 2025.

[3] Kim N, Jeon J, Elbert J, Kim C, Su X. Redox-mediated electrochemical desalination for waste valorization in dairy production. Chem Eng J. 2022;428:131082. doi:10.1016/j.cej.2021.131082

[4] Spivack E. The Inside Scoop on How America Became Obsessed With Protein. Inverse. May 1, 2024. Accessed January 1, 2025. https://www.inverse.com/health/how-america-became-obsessed-with-protein

[5] Gecsoyler, Sammy. “The Perplexing Rise of Protein Shakes: How a ‘Meaty Sludge’ Became a Billion-Dollar Industry.” The Guardian, November 11, 2025. https://www.theguardian.com/lifeandstyle/2025/nov/11/the-perplexing-rise-of-protein-shakes-how-a-meaty-sludge-became-a-billion-dollar-industry.

[6] Watson, Elaine. “Tufts MD on GLP-1 and the Protein Obsession: ‘I Worry We Might Be Missing the Mark.’” AgFunderNews, November 6, 2025. https://agfundernews.com/tufts-md-on-glp-1-and-the-protein-obsession-i-worry-we-might-be-missing-the-mark

[7] The NPD Group. US Consumers’ Dietary Goals Are at Odds with Recommendations from Health Authorities. PRWeb. Accessed January 1, 2025. https://www.prweb.com/releases/us-consumers-dietary-goals-are-at-odds-with-recommendations-from-health-authorities-813935955.html

[8] Centers for Disease Control and Prevention (CDC). “Obesity Prevalence Among U.S. Adults, 2021–2023.” National Health Statistics Report (August 2024).

[9] Ko GJ, Rhee CM, Kalantar-Zadeh K, Joshi S. The Effects of High-Protein Diets on Kidney Health and Longevity. J Am Soc Nephrol. 2020;31(8):1667-1679. doi:10.1681/ASN.2020010028

[10] Massey. Dietary Animal and Plant Protein and Human Bone Health: A Whole Foods Approach. J Nutr.2003;133(3):862S-865S. doi:10.1093/jn/133.3.862S