Americans are currently besotted with protein. Itās touted as being good for muscle growth, weight loss, skincare, mental acuity, longevity, and much else besides. Itās sold to men, women, children, the elderlyā you can even buy protein for your pets. The protein supplement market alone is worth $21 billion and growingāand extra protein is being added to coffee, cereal, pasta, beer, ice cream, and popcorn.
But as frenzied as we currently are about protein, this is not the first protein boomāor even the second. Protein has been promoted as a charismatic, cure-all nutrient for nearly two centuries. In this episode, with the help of Samantha King and Gavin Weedon, the authors of Protein: The Making of a Nutritional Superstar, we look closely at all our protein crazes and their associated protein productsāfrom beef tea to whey powderāand see what they can tell us about our current protein mania.Ā
This episode was produced by Max Freedman. Decoder Ring is also produced by Willa Paskin, Katie Shepherd, and Evan Chung, our supervising producer. We had editing support from Josh Levin and fact-checking by Sophie Summergrad. Merritt Jacob is Senior Technical Director.
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Sources for This Episode
King, Samantha and Gavin Weedon. Protein: The Making of a Nutritional Superstar, Duke University Press, 2026.
Baker, Ryan. āProtein has become America's latest obsession. Companies like General Mills and PepsiCo are capitalizing on it,ā CNBC, July 22, 2025.
Brock, William H. Justus von Liebig: The Chemical Gatekeeper, Cambridge University Press, 1997.
Callahan, Alice. āThe More Protein, the Better?ā New York Times, April 9, 2025.
Draper, Kevin. āAmericaās Protein Obsession Is Transforming the Dairy Industry,ā New York Times, July 16, 2025.
Gayomali, Chris. āBig Food Gets Jacked: How protein mania took over the American grocery store,ā New York Magazine, Feb. 12, 2025.
āThe Great Protein Fiasco,ā Maintenance Phase, Aug. 31, 2021.
Liebig, Justus von. Researches on the Chemistry of Food, Taylor and Walton, 1847.
McLaren, Donald S. āThe Great Protein Fiasco,ā The Lancet, 1974.
Oncken, John. āStingy, 'half-way' dairy farmer's curiosity changed the world,ā Wisconsin State Farmer, April 27, 2022.
āSubject of Whey Disposal Discussed in UW Bulletin.ā Wausau Daily Herald, Aug. 28, 1965.
Torrella, Kenny. āYouāre probably eating way too much protein,ā Vox, Jan. 30, 2024.
Wilson, Bee. āProtein mania: the rich worldās new diet obsession,ā The Guardian, Jan. 4, 2019.
Wu, Katherine J. āShould We All Be Eating Like The Rock?ā The Atlantic, Aug. 28, 2023.
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