America's Obsession with Protein

Protein is everywhere right now. Cereal? High-protein. Chips or Popcorn? Packed with protein. Water? Yep, somehow that’s protein-fortified too.

Did you listen to The New York Times podcast, The Daily, “How America Got Obsessed With Protein?”

You can bet I did! Below I’ll provide you with a quick summary, my hot take, and thoughts on protein intake as a Certified Personal Trainer, plus a discount code.

Quick Summary of, “How America Got Obsessed With Protein?”

Key factors driving the increase of protein consumption: it’s effective for weight loss, celebrity podcasters such as Andrew Huberman and Peter Attia tout the benefits of protein
Protein is a new status symbol. It started with Atkins, then paleo, then keto, and now it’s almost like a religion to discuss the amount of protein you consume.
Marketing is driving the hype. Brands are slapping “PROTEIN” on anything they can — even when the benefits are, let’s just say, questionable. One example? A bar literally described as “a protein Scud missile wrapped in gold foil.”
The science is simpler than the hype. Most active adults — especially women could benefit from eating more protein than the average diet provides. But generally, if you’re eating a balanced diet of primarily whole foods and adequate dairy calories, you’re most likely getting enough protein.
Where the truth lands: Protein matters (especially if you’re training, recovering, or over 40), but you don’t need to chase every gimmicky bar, powder, or beverage with “high-protein” on the label.

My take

Focus on real food first — eggs, yogurt, chicken, fish, beans, tempeh, tofu, whatever works for you — and use powders or bars as a convenient backup, not the main event. You’re always going to get more nutritens, more fiber, and feel more satiated, when you eat whole foods over processed or ultra processed foods.

My thoughts on Protein Intake as a Personal Trainer

1. Why protein is the MVP

Let’s cut to the chase

Muscle = longevity. After age 30, we lose about 3–8% of our muscle mass per decade. Post-40? That decline speeds up, and menopause only adds fuel to the fire. Protein is the raw material your body needs to keep and build muscle — that muscle will help you to ride harder, handle crashes, and recover faster.
Metabolism booster. Protein has the highest “thermic effect” of food, meaning your body burns more calories digesting protein compared to carbs or fat. Translation: protein helps keep your engine revving.
Satiety queen. Remember when you ate a bowl of oats with brown sugar and cranberries for breakfast (OK maybe you threw in some slivered almonds) and you were hangry within 1 hour? Have you noticed that if you add things like chia seeds, walnuts, an adult sized serving of almonds, yogurt, cottage cheese, or even…protein powder to that same bowl of oatmeal you can suddenly last until lunch? Protein keeps you fuller longer, stabilizing blood sugar so you don’t have an energy crash within an hour of a meal.
Supports hormones and recovery. From building neurotransmitters to repairing tissues, to building muscle, protein is literally the foundation of “feeling good” as an active woman. But honestly, it’s good for all the genders.

2. How to eat more protein — without gnawing on chicken breasts and slurping protein powders

First, I’m a huge fan of progress over perfection. You don’t need to be perfect. You just need to be intentional. Here are some simple tips:

Start your day with protein. Swap the sugary cereal for:

Greek yogurt with berries and nuts,
Veggie bowl with eggs and avocado,
Oats with nuts, yogurt, cottage cheese, soy milk, or a protein powder (more on that below)
Tofu veggie scramble
Add things like tempeh, bacon, turkey bacon, soy bacon to any breakfast for an added protein boost!

Keep it easy and find things you like: Tuna, chicken, fish, tempeh, tofu, greek yogurt, cottage cheese are all excellent sources of protein,
What is a “good source of protein?” Look at the nutrition label. Identify the 3 primary macronutrients: Proteins, Carbs, and Fat. Compare the ratios. I like my “protein sources” to be at least 60-70% protein. The most common thing that drives me crazy is when people reference peanut butter as a “good source of protein.” Go ahead and look at a peanut butter label. Yes, it has protein in it, but it has way more fat! Now, this is not necessarily a bad thing, we need and want fat. But the remember the reason so many people are obsessed with protein is when you eat a high protein diet, you are able to meet your caloric and nutrient needs without consuming extra calories, which can lead to weight loss.
Double up. Add a couple extra ounces of protein to whatever you’re eating. That 3-oz serving? Make it 5.

In the almond butter, you can see that in one serving, 17 grams come from fat and only 7 grams are protein. There are also 7 grams of carbohydrates. But have you ever heard someone say, “Peanut butter is a good source of carbs??”

In this low fat cottage cheese you get 11 grams of protein, 5 grams of carbohydrate, and 2 grams of fat. The high protein to low fat and carb ration makes cottage cheese an excellent source of protein.

3. Protein powders: the good, the bad, the "meh"

Here’s the truth: you can hit your protein goals without supplemental powders or bars… but sometimes life (and schedules) make that tricky.

The pros:

Quick and convenient — especially for post-ride recovery or busy mornings.
Great for picky eaters or those who just don’t feel like eating a steak at 7 a.m.
Easy to sneak into smoothies, oatmeal, or even pancakes or muffins.

The cons:

Not all powders are created equal. Watch for fillers, artificial sweeteners, or ingredients you can’t pronounce.
Protein bars tend to be glorified candy bars and packed with ingredients I’m unable to pronounce
They’re supplements — not replacements for real food.
Some can upset your stomach if you’re sensitive to whey or certain additives.

What to look for:

Whey isolate or concentrate for high-quality dairy-based protein. NSF Certified
Pea, rice, or soy are great for plant-based options.
Around 20–30g of protein per serving, minimal added sugar, and a short ingredient list.
I personally don’t eat protien bars. I think they’re gross. But this is a blog so I can say things like that :)
Your protein cheat sheet

Aim for: ~0.8–1 gram per pound of ideal body weight daily
Divide and conquer: Spread it across meals and snacks for better absorption.
Pair it up: Combine protein with carbs after hard rides for optimal recovery.

Protein isn’t about “bulking up.” It’s about staying strong, sharp, and ready to crush whatever your next ride — or life — throws your way.

So eat the damn protein. Your muscles, bones, and badass self will thank you.

Additional Recourses for you:

My personal favorite protein powder is from Momentous. Use the code BekahRottenberg to take 35% off your first order!

Grab my free resource: Women’s Protein Guide for MTBers!