How protein became Hollywood's hottest commodity

The wellness world's obsession seemingly came out of nowhere

Every celebrity and influencer seems to either be sharing their protein goals or selling us a protein-packed snack. But where did the current obsession with the macronutrient come from? 

You can’t scroll social media or walk down the grocery aisle without being reminded of the benefits of protein.

Once only really obsessed over by bodybuilders and fitness fanatics, the macronutrient is now a core part in the meal planning of, well, everyone it seems. 

And it’s not just whey powders and chicken and rice either, influencers and Hollywood have reimagined the muscle-building macro, adding it to virtually every snack we could reach for.

While a necessary part of a balanced diet, protein has somehow had the makeover avocados and quinoa got in the 2010s, but why? 

Why is everyone obsessed with protein right now?

Aside from the nutrition influencers online making countless videos all at once, reminding us of the range of health benefits that come from eating enough protein, it’s hard to pinpoint the specific catalyst for our collective obsession with the macro. 

But it’s harder to miss the moment strength training is currently having. 

The term ‘functional fitness’ is constantly being thrown around, and our feeds are filled with people competing in Hyrox every weekend.

Even the most cardio-focused gym members seemed to shift to strength all at once, focusing on looking and feeling strong rather than leanness (and thank God). 

The term ‘functional fitness’ is constantly being thrown around, and our feeds are filled with people competing in Hyrox every weekend. 

So it makes sense that a hyper-awareness of the nutrient would grow alongside the uptake of strength training. 

But fitness culture and our tendency to find one ingredient and fixate on it as a possible way to cure all our ailments, illnesses and concerns (see: the superfood obsession of 2015), has seen us adding protein to every meal. Image: Pexels

Nutritionist Brooke Kelly tells Body+Soul, “Protein’s everywhere these days – it’s the go-to for muscle building, boosting metabolism, and keeping hunger at bay. And honestly, that’s well deserved.” 

But fitness culture and our tendency to find one ingredient and fixate on it as a possible way to cure all our ailments, illnesses and concerns (see: the superfood obsession of 2015), has seen us adding protein to every meal. 

Celebrities are partaking in the fixation too, sharing their protein-packed meal plans online and interviews, setting protein goals and spruiking foods rich in the macro.

Kim has gushed over protein bars, Kourtney has shared her recipe for protein-packed oatmeal, and Khloe is selling protein popcorn.  Image: @Khloekardashian on Instagram

Why are celebrities talking about protein so much? 

The obsession has reached the fashion set too, with a counter culture to heroin chic seeing extra short, leg-flashing hemlines on our favourite fashion-focused boyfriends, garments altered to put toned muscles on full display, and male models seemingly getting more buff on every runway.

And as with every trending fitness focus, the Kardashians have a meal and workout plan based on the trend. 

Kim has gushed over protein bars, Kourtney has shared her recipe for protein-packed oatmeal, and Khloe is selling protein popcorn. 

Other celebrities have tapped into the popularity of protein too – Zac Efron even advertised an exclusive porridge packed with his go-to ingredients earlier this year.

But protein has been a very obvious trend in the business ventures of celebrities in the last year.  Image: iStock

Celebrity brands are nothing new. 

Snacks, socks, lollies, wines, energy drinks, condiments, lingerie and makeup – every industry is bound to be infiltrated by an actor or musician expanding their interests.

But protein has been a very obvious trend in the business ventures of celebrities in the last year. 

Protein is basically the dream product for big business.

Kelly explains, “protein is basically the dream product for big business — it sits on shelves forever like that one pair of shoes you forgot you had, it can be tossed into everything from bars to shakes with a sprinkle of cheap fillers, and thanks to social media, it’s now the must-have accessory.” 

“That doesn’t mean protein isn’t important — it just helps explain why it’s suddenly everywhere.”

Aside from what celebrities and social media tell us, how much protein do we actually need?

Kelly says, “less really is more”. 

Unless you’re out there training like a pro athlete or lifting heavy every day, your body’s asking for something reasonable

“Most of us are probably hitting our protein needs without turning it into a full-time job. Unless you’re out there training like a pro athlete or lifting heavy every day, your body’s asking for something reasonable – enough to keep your muscles, hormones, and metabolism humming along happily.”

“For the rest of us mere mortals, a balanced plate with a palm-sized amount of protein, some healthy fats, and slow-release carbs is the real magic formula. Somewhere around 1.2 to 1.6 grams per kilo of body weight usually does the trick for staying healthy and energized.”

Originally published as How protein became Hollywood's hottest commodity