Overview

• Driven by TikTok trends and appetite-suppressing weight-loss drugs, the whey protein market is valued at $5–10 billion and expects to double over the next decade, with 97 new “protein”-branded products launched in 2024.
• Systematic reviews show that muscle gains plateau at about 1.6 grams of protein per kilogram of body weight per day, with intakes above that offering no additional benefit.
• The concept of a narrow 15–60 minute post-workout “anabolic window” has been disproven, as muscle remains sensitive to protein for at least 24 hours after exercise.
• Social media influencers—who often lack formal nutrition training—are the main information source for 40% of supplement users, fueling widespread high-protein consumption.
• Nutrition experts recommend context-sensitive, balanced protein targets—especially higher intakes for older adults—while warning of kidney strain, nutrient imbalances and the environmental impact of excessive animal-based protein.