After protein shake comes protein soda! What is it, and why are Americans obsessed with it

Time of India

26-04-2025

For Americans, it's just protein's world and they are living in it!
From their protein intake via sources like eggs, chicken, bacon, well-seasoned salads, to gulping down smoothies packed with protein powder, it won't be an overstatement to say that America is pretty obsessed with protein! Many sources indicate that Americans have a high protein intake, especially in terms of supplements and protein-infused foods. This interest is reflected in the booming protein powder market and the increasing presence of protein in a wide variety of food products.
Americans consume significantly more protein than the recommended amount. The National Academies of Sciences recommends 0.36 grams of protein per pound of body weight as the daily recommended dietary allowance (RDA) for adults. However, many Americans exceed this recommendation.
In fact, as per a
study
, the
protein supplement market
in the US is a multi-billion ($367) dollar industry, and it continues to grow. This includes protein powders, bars, shakes, and other protein-rich products. What's more, food companies have responded to the demand for protein by adding it to a wide range of foods, including noodles, bagels, and even coffee.
And that's not the end!
Now, even ice-creams and soda are packed with protein!
What is protein soda?
Protein soda is a beverage trend where protein drinks or powders are mixed with soda, usually diet varieties, to add protein to the drink. This trend is often seen as a way to increase protein intake while enjoying a familiar soda flavor.
Here's a more detailed breakdown:
Popularity:
Protein soda gained popularity on social media platforms like TikTok and Instagram, with users sharing their creations and experiences.
Method:
The process typically involves pouring a serving of Diet Coke or another diet soda into a glass and then adding a scoop of protein powder or a ready-to-drink protein shake.
Flavor variations:
While vanilla is a common choice, other flavors like caramel can also be used.
Purpose:
The goal is to combine the taste of soda with the nutritional benefits of protein, providing a quick and easy way to increase protein intake.
Is America obsessed with protein soda?
There's a growing trend of Americans being "obsessed" with protein, including in the form of protein soda. This trend is fueled by various factors, including the perception that protein is beneficial for muscle building, weight loss, and overall health. The food industry has responded by developing a wide range of protein-infused products, including protein sodas.
Reasons for the protein obsession:
Weight management and muscle growth:
Many Americans are seeking ways to manage their weight and increase muscle mass, and protein is often promoted as a key ingredient in these efforts.
Marketing and social media:
Protein has been marketed as a "super-food" by various sources, including social media, which has further fueled the demand for protein-rich products.
Weight-loss medications:
The popularity of weight-loss drugs like Ozempic has led to increased focus on protein intake, as users try to offset potential muscle loss.
The impact on the food industry:
As demand drives supply, the food industry in the US is responding by developing a wide array of protein-infused products, including protein sodas, protein candy, and even protein ice cream. A significant portion of Americans regularly consume protein drinks and shakes, indicating a substantial increase in protein consumption overall.
Potential concerns:
While protein is important in a healthy diet, experts have expressed concerns that the focus on protein may lead to a neglect of other important nutrients, like fiber. Protein sodas, or protein drinks combined with sugary sodas, can lead to several health problems, including digestive issues, weight gain, and potential kidney problems. The mix of carbonation and protein powder can lead to digestive discomfort, such as bloating, whereas excessive protein consumption can have negative health consequences, including kidney problems and an increased risk of heart disease. Protein sodas can also be high in calories and artificial sweeteners, further contributing to more complicated health concerns.
Some of those side effects are:
Digestive problems:
Bloating, gas, and diarrhea can occur, especially in individuals with lactose intolerance or sensitivity to artificial sweeteners, as some protein powders contain lactose or use sugar substitutes.
Weight gain:
Protein sodas can be high in calories and added sugars, contributing to weight gain if consumed excessively or used to replace healthy meals.
Kidney problems:
Excessive protein intake, especially from protein powders or drinks, can strain the kidneys and potentially lead to kidney stones or damage.
Nutrient imbalances:
Relying heavily on
protein shakes
or drinks without a balanced diet can lead to deficiencies in essential nutrients that are not provided by these supplements.
Allergic reactions:
Some individuals may be allergic to certain proteins or additives in protein drinks, leading to allergic reactions such as hives or swelling.
Dehydration:
Protein powders can increase the risk of dehydration due to their high sodium content and potential for water to be drawn out of the body, especially when used before or after exercise.
Contamination:
Some protein powders have been found to contain heavy metals, pesticides, or other contaminants, posing health risks.
Increased blood sugar:
Protein sodas, especially those containing added sugars, can cause a spike in blood sugar levels, potentially leading to type 2 diabetes or other health complications.
Potential for increased risk of heart disease:
High protein intake, especially from certain sources, has been linked to an increased risk of heart disease in some studies.
Protein tells developing cells to stick together