Why Is America Fixated on Protein?

From protein lattes and protein Cheerios to the fitness influencers touting the “carnivore diet,” the message seems clear: More is better.  

Newly revised federal dietary guidelines underscore the message, recommending significantly increasing daily protein intake to 1.2–1.6 grams per kilogram of body weight, almost double the previous recommendation—with a significant focus on animal protein including red meat and dairy.  

“The obsession with protein is actually driven by the perception that more protein equals better health,” says Daphene Altema-Johnson, MPH, MBA, RDN, LD, a senior program officer at the Johns Hopkins Center for a Livable Future (CLF) and a registered dietitian.  

But protein isn’t just protein. It comes in different forms, with different nutrient profiles and long-term health implications.  

The real issue, experts say, isn’t that Americans need dramatically more protein. It’s that the conversation has crowded out a more important message: Diversify your protein sources and eat more fiber-rich foods—which many Americans don’t get enough of.  

What are the different types of protein? 

Protein is made up of amino acids. Some foods, so-called complete proteins, contain all nine essential amino acids—those that must come from dietary sources because the body cannot make them on its own. Other proteins contain most, but not all, of these amino acids and are considered “incomplete.” 

Animal proteins—meat, poultry, seafood, eggs, and dairy—along with some plant proteins, like soy, quinoa, and seitan, are complete proteins.  

But to achieve a healthy diet, focusing only on amino acids misses the bigger picture. While steak and a bowl of lentils both provide protein, they come with very different nutritional profiles.  

“It’s not about the protein molecule,” says Altema-Johnson. “It’s about the protein package”—meaning the nutrients that come along with protein. For example: 

• Seafood is “the only natural source of long-chain omega-3 fatty acids” which are crucial for brain and heart health and difficult for the body to synthesize efficiently from plant sources, says Andrew Thorne-Lyman, ScD, MHS ’97, an associate professor in International Health and a nutritional epidemiologist at the CLF.
• Red and processed meats often contain higher levels of saturated fat, which can raise cholesterol and increase heart disease risk. Processed meats have also been linked to colorectal cancer.
• Plant protein sources—beans, lentils, peas, nuts, seeds, and whole grains—offer something animal proteins do not: fiber. They also contain antioxidants, magnesium, potassium, folate, and other nutrients that help protect against disease and improve overall health. “When you choose plant protein, you’re getting fiber … and all the benefits for cardiometabolic health,” Altema-Johnson says. Most plant foods also contain little to no saturated fat and no cholesterol. 

What foods are Americans under-consuming, and why are they important? 

Despite the current protein hype, most Americans already eat plenty of it. Current intake averages about 1 gram per kilogram of body weight, which is already in the ballpark of the new recommended range, says Thorne-Lyman. 

But currently, about two-thirds of that protein comes from meat. Meanwhile, Americans are falling short in other areas—especially fiber-rich foods like beans, peas, lentils, fruits and vegetables, whole grains, and nuts and seeds. Ninety to ninety-five percent of Americans fall short of recommended dietary fiber intake, consuming about 15 grams daily of the recommended 25–38 grams. 

These foods are important not only for fiber, which supports digestion, blood sugar control, and heart health, but also for their broader nutrient density. “They provide vitamins, minerals, and anti-inflammatory compounds that help reduce chronic disease risk,” lower cholesterol, and improve blood pressure, says Altema-Johnson. 

Why are Americans under-consuming plant-based foods? 

The reasons are complex and systemic. “We live in a convenience-based society,” Thorne-Lyman says.  

Eating healthier, plant-based foods “is not an individual willpower issue,” Altema-Johnson emphasizes. “The food system itself shapes our choices.” 

• Convenience and skills gaps: Many households have lost “that generational cooking tradition” of preparing dried beans and legumes, she says.
• Food environment: Ultra-processed foods are “widely available” and “aggressively marketed.” They’re calorie-dense, but not nutrient-dense.
• Access and cost: While beans are inexpensive and widely available, fresh produce and whole grains are not equally accessible in all communities. “You have food deserts, you have time constraints, you have limited cooking skills,” she says.
• Cultural messaging: “There has been a strong cultural emphasis on animal products, particularly meat,” Altema-Johnson says. In many contexts, meat is seen as the centerpiece of a meal, and even “a sign of wealth.” 

How can Americans get more plant-based protein and fiber? 

To get enough protein and fiber, it helps to focus first on “diversifying protein sources more toward things like beans, peas, lentils, soy—rather than trying to eat more red meat.”  

But shifting toward plant-based proteins doesn’t mean eliminating meat entirely. It can mean diversifying. 

With the high cost of beef, a lot of people are thinking about how to meet their protein needs—and that’s good for Americans’ health, and their wallets, says Thorne-Lyman. “Vegetable, beans, peas, lentils, and soy are not only cheaper, but also better for health.” 

“You don’t have to eat meat every day,” adds Altema-Johnson, who suggests some simple alternatives to meat: 

• Swapping beans, lentils, or chickpeas for some meat meals.
• Using tofu or tempeh in stir-fries, tacos, or curries.
• Adding nuts and seeds to salads or oatmeal for breakfast.
• Choosing whole grains instead of refined grains.
• Trying Meatless Mondays. 

Vegans can easily meet protein needs but may need to pay supplement nutrients like vitamin B12 and omega-3 fatty acids. “You can definitely be fine getting your protein intake” on a plant-based diet, Altema-Johnson says. 

Another reason to prioritize plant-based options: The environmental footprint is far smaller. Compared to growing beans, beef production creates 8–50 times greater greenhouse gas emissions and requires significantly more land and water use. (It takes 2,000 gallons of water to produce one pound of beef, and 200–700 gallons to produce one pound of pulses.) 

Diversifying protein sources is a win-win: “What’s good for health is often what's good for the environment as well,” says Thorne-Lyman.