Protein bars in every gas station and grocery store. Protein-fortified pasta on the shelf. Protein powder stirred into everything from coffee to pancake batter. If it feels like protein has been added to almost every product in the grocery store, that’s because it has.
To find out whether all this added protein is actually good for us or simply clever marketing, I spoke with Jennifer Rose Parker, a registered and board-certified dietitian with Nourish Alive Nutrition Counseling, LLC, at Arena Counseling and Wellness.
The Biggest Mistake People Make With Protein
According to Parker, the “more is better” mentality is where most people go wrong.
“We all go overboard and think ‘more is better’ when in fact, it’s not and can be quite harmful,” she said.
Should You Toss Out Every “Protein-Fortified” Item at the Store?
Parker’s answer was blunt: pretty much all of them.
“All of them!” she said. “Eating whole foods will meet our protein needs and add more antioxidants, fiber, vitamins and minerals.”
That said, Parker acknowledged that whole foods aren’t always convenient or accessible for everyone.
For those who do reach for a bar or shake, she recommends looking for options with 10 to 20 grams of protein per serving and pointed to brands like Nature Valley and Dave’s Killer Bread as offering a better balance of nutrients with fewer preservatives.
Does Your Body Absorb Protein From a Cookie the Same Way It Absorbs Protein From an Egg?
Not quite, Parker said, and the answer comes down to how much protein your body can actually use at once.
“In one sitting, it is estimated that our bodies only utilize about 20 to 30 grams of protein,” she said. “The rest is excreted as acidic waste via the kidneys.”
Because of this, Parker said she strongly recommends choosing an unprocessed egg over a highly processed protein cookie, even when the cookie is marketed as low in added sugar.
Why Are Protein Shakes Suddenly Causing Bloating and Gut Issues?
Parker said there are a few likely culprits for why you might be buckling over in discomfort after drinking a protein shake.
“It can vary for each person, but often, the total amount of protein in a shake is too much to digest all at once, without discomfort,” she said.
Artificial sweeteners and added fiber supplements, common in many shakes, can worsen bloating.
Her advice: order a smaller size, sip it slowly and don’t feel obligated to finish it all in one sitting. Saving half for later can spare your stomach the struggle.
Can Too Much Protein Actually Backfire on Your Health or Weight Goals?
Absolutely, Parker said, and the research backing this up continues to grow.
“The most recent studies reveal accelerated aging and increased risks for chronic health conditions due to the oxidative stress from high-protein diets,” she said.
Unless your diet is fully plant-based, Parker explained, excess animal protein raises the acidity of your urine and forces your kidneys to work harder, neither of which is good for your body.
When it comes to weight goals, overdoing protein often means cutting back on carbohydrates, which can lead to rapid muscle loss rather than the slow, steady fat loss.
How Do You Know if You Actually Need a Protein Add-On, or if You’re Just Falling for Marketing?
For most Americans, Parker said, the answer is simple: you’re probably already getting enough protein without adding more.
There are exceptions. If you’re recovering from an injury, training for extreme athletics or following a strict plant-based diet, an add-on might genuinely help, she said. But in general, Parker explained that most adults only need 10% to 15% of their total calories to come from protein.
Parker also warned about a growing debate within nutrition science. The Recommended Daily Allowance is 0.8 grams of protein per kilogram of body weight, or 0.36 grams per pound. But the 2025 Dietary Guidelines recommend 1.2 to 1.6 grams per kilogram, a number Parker said is now being challenged by evidence suggesting it may accelerate aging and stress the kidneys.
She also noted that the guideline doesn’t specify what type of protein is best or in what amounts, whether that’s fish, plants or animal meat.
What’s Jennifer’s Go-To Protein Snack?
When she needs a quick boost herself, Parker snacks on mixed nuts with raisins and a few Triscuits, yogurt with oats and banana or a Nature Valley bar with a fresh apple.
She said that leaning toward plant-based protein sources can also improve gut health and help your body absorb protein more effectively.
What Does Jennifer Wish Everyone Knew Before Buying Their Next Protein Bar or Powder?
Before reaching for a bar or scoop of powder, Parker said it’s worth asking whether a whole food could do the job instead.
“Could you add an egg or yogurt in the morning? Or nuts and nut butters with fruit midday?” she asked. “Or can you make a bean burrito or have edamame with a veggie and rice stir fry?”
Her point: there are plenty of whole-food ways to meet your protein needs that save money and, in her opinion, taste a lot better than a chalky shake.
The Takeaway
According to Parker, most of us would be better served by swapping the fortified bar or powder for a whole food our bodies already know how to use, and saving the add-ons for the times we genuinely need them.
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