Every food commercial, advertisement, and packaging in the US is currently protein obsessed. I just bought 3 burritos, and the most noticeable thing on the entire package is its protein content. TV commercials about waffles are advertising that they have X amount of protein per serving. The products in my jobsite’s vending machine have protein all over every package.
Did America have a protein thing recently?
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One reason is that our dairy industry needs to find a way to sell a gazillion tons of excess whey protein.
Two main things
One is that GLP-1 drugs work really well in curbing appetite to cause weight loss. However, part of that weight loss is muscle mass and that is causing some people on it to be concerned. A way of mitigating that is to eat more protein relative to your diet. The restaurant industry is trying to appeal to these new customers by creating high protein and small portion dishes.
Two is that there are more people who aren’t on these drugs focusing on fitness, specifically lifting and muscle mass. To that that physique, you need to eat a lot of protein relative to the rest of your diet. So restaurants are trying to sell to these people as well.
Reminder: 1 in 8 American’s are on GLP-1 Drugs…
Definitely think the GLP-1s are probably the biggest contributer here
The reason you’re noticing it is because of marketing propaganda. Anyone who sells a product that contains protein wants to highlight that aspect to take advantage of the public mindset who believes protein is an essential part of our diets. And the reason we even believe protein is an essential part of our diet is also because of marketing, even though it might be the case that protein actually is an essential component. The majority of the public would not know this unless they learned of it through the media. Read Propaganda by Edward Bernays. It talks about where this approach began at the beginning of the 20th century.
Marketing told us fat is evil. Carbs are evil. The news has told us Fiber will literally cause us to shit our brains out until we die.
What exactly is left except protein?
I buy PROTEIN-packed twinkies to grow humongous MUSCLES so my mom knows that I have SEX with many ladies and I want everyone to rest assured that I am a big HETEROSEXUAL man in my Thunderfalconcougarbird
Why is this place so mentally ill?
Many neckbeards living in moms’ basements are drawn to Lemmy.
Ozempic. People on it can’t handle sugars and carbs as well.
I think this is the correct answer. A shocking amount of people are on these weight loss drugs. When you are on these medications, you’re given guidelines for a high protein diet. Because these drugs make you lose weight pretty fast. I know several people taking these medications and it’s buy everything high protein because the drugs make you not want to eat at all so you need as much protein as possible when you do.
Because the weight loss comes from muscle first, so Ozempic users MUST eat high protein & lift weights to build/maintain muscle or else their body composition turns into jelly. Ask me how I know 😜
I hope that you’re becoming swole as hell and not turning into jelly in that case.
Yes, pretty much every female at my wife’s work is on it. I still worry that in 10 years we’ll find out there’s some horrible side effect from extended use. I could stand to lose a few myself, but I don’t want to touch the stuff for that reason and the muscle loss mentioned. I lift weights and don’t want to lose any of the gains I’ve made over the last 3 years. If I wanna get lean, I’ll just have to adjust my diet the old fashioned way to a shitload of brown rice, boiled chicken and broccoli.
Is it the usa or is it the big grocery conglomerates? In Canada it’s protein this and protein that. The protein marketing machine is in full force. What say you Europeans?
I have a friend in food marketing in the UK, he moved to a new role as head of Protein at the start of the year. The machine is in full force here too.
Thanks for the input. All the best.
No one eats enough protein. It keeps you sated, and also helps retain and grow muscle if you exercise. For a country everyone calls fat, everyone SHOULD be having more of it.
Some things are true simultaneously here:
- “Standard American diet” is very bad
- The protein recommendations coming out of health/fitness circles have been largely overblown, and are related to a fairly recent new marketing push
The problem with the SAD isn’t necessarily a lack of protein, although cutting out a lot of garbage food and replacing it with healthier food would in many cases increase protein intake (but not necessarily by * that *much)
I noticed that during the big egg “crisis” where eggs went up to the price we normally pay in the UK. Turns out they were gobbling them up like fucking Gaston for “protein”. I get through maybe half a dozen in a particularly eggy week…
No mention of fibre though. Their arses must be split asunder.
I’m sure some people are chugging eggs for protein but it isn’t the norm and that is not at all what led to eggs being more expensive in the US. It was bird flu outbreaks combined with new regulations in some states coming into effect. In my state everything now has to be “cage free” which came into effect right around the whole egg price spike, but from what I can tell the price spike was mostly due to bird flu
Bird flu is not over either. I usually only buy eggs from hens that can go outside, but for a few years hens weren’t allowed outside because of bird flu.
They don’t eat real fiber. They gobble up all of the sterculia gum which, coincidentally, is now also not available for people who need it for medical reasons worldwide.
Some of us just like deviled eggs.
Influencer slop. That’s literally it.
Congratulations, you’ve discovered the nature of advertising.
A while back during the gluten-free craze my laundry detergent proudly had “gluten-free” on the packaging.
EDIT: I learned it’s possible for plant-based detergents to have contact with gluten, so for those with zero tolerance it can be a concern.
As a gluten-intolerant, I’m pretty thankful for the marketing that made GF ‘cool’ for a bit. So many more options. Now if you’ll excuse me, I’ll continue drinking my GF beer.
GMO free water is my favourite
I would very much like to know if that’s true. Removing every pollutant from water isn’t easy.
GMO=genetically modified organism. Non-GMO designations have nothing to do with pollutants or purity.
Probably should have been able to put that together myself. Thanks!
So while it sounds insane for detergent to label itself gluten-free, for people with severe gluten sensitivity toiletries, cosmetics, and other non-consumable items can still cause them symptoms with exposure, or so I’ve been told by someone I know with gluten intolerance. Whether this is an exaggerated concern or not, there is demand (albeit small) for such products.
I stand corrected.
The detergent I used was supposed to be eco-friendly so its target audience might be looking at plant-based cleaners.
I only just found out that I have a severe gluten intolerance, but not coeliac.
My wife and I used to make fun of all the random products that had GF labels, but now we understand the reason for them. There’s so many household items that just contain gluten as a thickening or binding agent and the labels are actually a huge help.
There are probably more, but this is the first thing I found
There isn’t really any evidence for gluten sensitivity. You’re likely reacting to something else, and it’s getting blamed on gluten. Celiac of course is a real thing. But there haven’t been any studies finding gluten sensitivity to have any tangible evidence. But, as always, do what makes feel better.
No, they have to ingest it. These people are stupid
It depends on the type. Celiac is gut based, but there are other intolerances and allergies. Some are contact based.
My dog shampoo proudly states that it has not been tested on captive animals… so I’m left wondering if they’ve tested it on free animals, or if I should think twice about using it on my dogs.
Animal testing typically involves injecting chemicals or rubbing directly into purpose-made abrasions or the eyes of animals. It is MUCH more brutal than it sounds.
Im sure they washed dogs with the final formula.
Animal testing typically involves injecting chemicals or rubbing directly into purpose-made abrasions or the eyes of animals
Man…why are we like this…
Animal testing doesn’t even guarantee that it’ll react the same way in/on humans. We have so many other options and yet we continue cruel practices because tradition. Ugh.
Or they’re taking the approach of software companies nowadays: don’t test, just make the users test in production
Although my dogs have protested loudly about being bathed with this shampoo, I can confirm that they survived and were cleaner as a result.
I just had a great mental picture of some scientists chasing down and tackling a wild dog to try and shampoo it.
I always thought this meant “this specific product was not tested on animals but the research it is based on maybe probably involved animal testing.” Like there’s some foundational knowledge that forms the basis of “how to make a shampoo”, and that knowledge may be gotten through some unethical means.
From Celiac.org
Do I have to use special gluten-free soaps, shampoos and lotions if I have celiac disease? Can gluten be absorbed through the skin?
No. Gluten cannot be absorbed through your scalp or skin. It must be ingested to affect those with Celiac disease.
https://celiac.org/2016/05/20/9-questions-about-celiac-disease-answered/
I drink my laundry detergent so this is important for me.
my laundry detergent proudly had “gluten-free” on the packaging.
I wonder if this has anything to do with Tide Pods and tiktok… Lmao
My local garage has gluten free oil changes.
Is that even a concern for people with celiac disease? I know you’re not supposed to spend a lot of time in a bakery just because of airborne flour, but how much fucking gluten were they putting in detergent to begin with??
It turns out the answer is realy very long, but it’s a hell of a ride. https://www.youtube.com/watch?v=K35FtbuyTh4
TLDW:
It’s a right-wing grift. The Leftist Cooks argue that carnivore and “protein-maxxing” diets are not about health; they’re tied to masculinity, control, grift, and far-right politics. They use figures like Jordan Peterson and the Liver King to show how restrictive meat-heavy high protein diets can become symbols of power, identity, and pseudo-scientific authority.The broader argument is food is never just food. Dietary choices can carry cultural meaning, political signaling, and ideological pressure, and that high protein culture is part of a larger ecosystem that can normalize authoritarian, anti-science, and anti-egalitarian thinking.
The video is excellent though. It’s basically a miniseries on the various causes and effects of this and it’s incredibly well put together, even if it is 6 hours long. 😱
That’s also why they like AI. Thinking is emasculating, better make a machine that thinks for you instead.
Haha I watched this a couple weeks ago.
Another really important point they make is that even among athletes, extra protein intake does not really help. Athletes only have higher protein intake because their overall caloric intake is higher. Studies show that increased protein intake is only associated with higher athletic performance when it is alongside increased intake of other nutrients (carbs). I was looking at a meta analysis a few days ago. I don’t have the link but I took this screenshot.
So a “protein shake” is not likely to help you unless you were already protein deficient, which as somebody else pointed out in this thread, is not likely for Americans who over consume meat.
Disclaimer: I am not an expert.
it really depends on the athlete - for an endurance athlete in particular, you don’t need a crazy amount of protein. Dancers/gymnasts too or really any sport more reliant on cardiovascular endurance or coordination than maximal strength or power.
bodybuilders/powerlifters are on the far other end of that spectrum, they probably have the highest demand for protein intake out of any athlete. The general consensus is the muscle-building benefits of more protein flatten out around 0.8g protein per 1lb body weight. so about 120g of protein for someone who weighs 150lb. You can definitely eat more or less without issue, that’s just roughly the threshold where more protein doesn’t seem to help you athletically.
The nutritional guidelines under RFK’s administration were changed to recommend 1.2-1.6g protein/lb of body weight for EVERY American, which is fucking ridiculous. It is fine to eat the high end of that range, but you have to be very careful to get enough carbs and fats without introducing too much caloric surplus. There is a valid argument that protein tends to keep you satiated longer and eating a lot of it might be good if you’re looking to lose weight. I don’t think it’s a great idea for everyone though, and most Americans get enough protein for their basic needs anyhow.
but you know what’s even better at keeping you satiated that most Americans are actually super deficient in? that’s right fuckin FIBER baby. Protein is just in fashion right now, especially among conservatives, many of whom are meeting this through red meat probably because they think lentils are icky and woke. and we’re god awful at health education so various nutrients get touted as THE THING YOUR BODY DESPERATELY CRAVES or THE THING THAT IS LITERALLY KILLING YOU on a rotating basis. e.g. electrolytes, carbs respectively.
(I can get more specific academic references for the earlier points, but I encountered much of it in Eric Helms’ The Muscle and Strength Pyramid books, which line up with opinions of other credible trainers I’ve encountered. those books are also just a great read on this topic)
Oh, I have another much much shorter video that summarises a meta analysis that backs this up. It says that more proteins may actually even lead to marginally reduced muscle gains. https://m.youtube.com/watch?v=j1bx0GMofYw&pp=ugUEEgJlbg%3D%3D
I reread this and your interpretation seems pretty off the mark. Of course you’re going to get more endurance performance from a higher carb diet, carbs are what give you raw energy. Anyone who’s ever done an endurance sport like long distance running knows they load you up on pasta for a reason.
Endurance performance is absolutely not the same as athletic performance, which is far more general. There’s no way high protein diets aren’t beneficial to people who need more raw strength than endurance. This meta analysis does not back up your comment.
I’m not sure which of us misunderstood it, but my interpretation of their findings is that overall, increased protein intake was not associated with increased athletic performance. However if you look ONLY at endurance, it was actually associated with high performance, though only when alongside carbs. Maybe counterintuitive.
Their total sample size was around 300 or 400 iirc. Pretty big, but could be better.
It really depends. If you’re actively working out, you need more protein than most people eat in a day. It doesn’t have to be from meat obviously, but I need to target around 140g and I was no where near that until I changed my diet. There’s plenty of science behind protein ratios for active people without dipping into right wing grifters.
The shake is pretty much a necessity for me since I’m also trying to lose weight. If it weren’t the shake it’d be chicken or fish but that’s a lot of extra cooking.
I came in here to link this video too! Its very good
people basically listening to influencers about how you need to goto the gym to be considered someone who fits in with society and eating all the protein versions of whatever food you eat.
Maybe you missed the pendulum swung back hard after the body positivity fad of “healthy at any size” and people yelling about how calories are a lie. this all went down about 3 yrs ago.
Then after the resulting mass of influencer death from heart failures in as young as mid twenties to early thirties we are swung back on the fitness side of things again with a new ferocity involving protien and glp1 now.
Considering everyone is in their own echo chamber, I’d say it’s pretty easy to miss things.
well if that were true you wouldnt have noticed the protien …
this was in rl a lot too. Just like the protein. there were clothing lines and crap all built around plus size models. Ads all over the place about ‘size doesnt matter’ but yet attacking thin people. They were all up in everyone’s face calling anyone who counted calories to have an eating disorder. Calling down the medical field for being in on a conspiracy with diets and health. being offended over plane seats being too small. Some people outright refusing to walk anywhere and shamelessly hogging wheelchairs away from people with disabilities in airports.
it was a very weird time. not that now doesnt have it’s bizarreness…
this all went down about three years ago
Around the same time GLP-1s entered the scene. Could be a coincidence, but it seems to me that people in general (including people who are themselves obese) are less accepting of bodies now that GLP-1s are available.
A lot of the current health craze is related to the effects and aftermath of the covid pandemic.
Also I believe that the more people lose control of their lives and feel like society is in a downward spiral, the more they will try to hold on in the few ways that remain. What is one of those few ways: their own personal health and fitness. Not to mention that the gym is one of the only high profile “social”/shared spaces that remain, that are not just about shopping.
People who support psychopaths like lizzo or dank moss no doubt.
We actually just had another fitness epidemic here similar to the 90s but slightly more gym related than outdoor related. Protein powder was HUGE on tiktok shop and fairly big in stores. I happen to be a target of the powder supplement as a medical issue caused me to start my journey in losing over 100lbs in less than a year. I was having overnight oats with extra protein everyday. I have some left but now that I’ve lost the weight and kept most of the muscle, I’m back on whole foods only, especially for protein.
Edit: if you look it up, theres’s a lot written about the “fitness influencer to right wing pipeline”
There was a fitness epidemic in the 90s?!
Aerobics and running were big in the late 70s to early 80s, but the 90s was about being big and soft. The clothes were oversized. Waists were high. Centerfolds had big boobs and wide waists.
The 90s was obsessed with “lite”, i.e. cutting fats – especially saturated fats – out of foods, and with lowering cholesterol. Oh, and fiber. I don’t recall any fitness craze, though.
You’re absolutely right about the right-wing machismo trend. Manly men eat lots of meat and maximize protein. Just look how manly I am with my steak, nevermind how I waddled in from my lifted pickup.
I was just a kid but I guess I just mean that people were more active outdoors. I used to see skateboarders and bmx people everywhere, baseball fields being used quite often, parents riding bikes on trails, families camping, that kinda stuff. I lived in Northern Virginia right near the Potomac River where the population was fairly dense so maybe that skewed my view of the world a bit.
A lot of Americans have been convinced lack of protein is why they keep gaining weight and aren’t muscular. Testosterone is in a similar position. These can be concerns for people who are low in them, or for people struggling at high levels of fitness. But it’s largely just influence from diet influencers repeating gym bro advice.
There’s also a straight line between bro culture, testosterone supplements, and fascism
Only on Lemmy can you find a link between protein powder and fascism
This place is beyond brain fucked 🤣
I’d love to see the link between those cause you seem to be implying high testosterone = bro = fascist and I really hope that’s not what you think.
you seem to be implying high testosterone = bro = fascist
I think it’s more that obsession with testosterone and projected/performative masculinity (i.e. machismo, toxic masculinity) is very much associated with fascist leanings.
There are a whole lot of fat, angry, unhappy middle-aged men who want to feel powerful and intimidating. Most of them don’t want to do the actual work of getting fit. They don’t want to go to a doctor, because that’s for weak people, like women and effeminate men. They don’t understand that their excess adipose tissue is messing up their hormones. Ads tell them that they just need more protein and sunlight on their testicles and finally they’ll feel powerful. They post passive-aggressive meat breakfast photos on Instagram and glare at people from their pickups, while listening to an ad telling them to buy some unregulated supplement that will boost their testosterone for only $29.99 per month.
There are also a bunch of young men who have grown up watching toxic influencers. They’re taking steroids and trying to get huge. It’s all toxic masculinity and masked insecurity.
Incidentally, I’m not in any way saying that fitness or masculinity are inherently toxic or fascist. It is, however, a popular pipeline for recruiting men into far-right and fascist ideologies these days.
I agree with you 100%
You don’t have to look far to find the far right’s obsession with testosterone (read: gender affirming care for cis men), whether it’s giving it to the military or Elon Musk’s weird cybertruck shaped body. Then look at who else is pushing that shit nonstop.
Though I did learn there’s a weak study that they like to cite, described by Vice here. Emphasis on weak
I understand, fascist bros (the manosphere basically) push the idea that “weak” men just have low T and by taking more they’ll become “alphas” or whatever. Not that people with high T are more likely to be fascists.
As the article points out repeatedly, that study linking high T with Republican voting (it never mentions fascism) is so flawed as to be useless but I guess that doesn’t matter if chuds aren’t going to read it anyway.
If you need testosterone supplement, it would imply that you have low testosterone to begin with. Or that you just want more. But you are completely changing the meaning by changing “testosterone supplement” to a generalized “high testosterone”.
