Inside Gen Z’s protein craze — What experts suggest you should eat to meet your goals

Gen Z has finally passed the avocado toast and pushed the dangerously low-calorie “Girl Dinner” trend to the sidelines. Protein is having a cultural moment, and macros matter most.

If you’ve ever opened TikTok, there’s a good chance you’ve encountered a fitness influencer filming a “What I eat in a day” or attempting the somewhat more challenging “100 grams of protein daily” challenge. The new wellness routine seems to shift the focus from getting skinny to getting strong. But, it comes at a price — expensive meals and hours of meal-prepping.

Protein vloggers often break down their favorite smoothies, packed with powders, Greek yogurt, and fiberous fruits and veggies. For lunch, they’ll opt for grilled chicken, ground turkey bowls, maybe some eggs for good measure. Vegetarians and vegans chime in with their versions, swapping the carnivorous assortment for beans, tofu, and chickpeas. For dessert? Maybe they’ll indulge in a protein bar.

Then, there was Patrick Schwarzenegger’s infamous “White Lotus” character obsessing over his protein intake and his brother’s near-fatal episode with his beloved blender. Protein, in a sense, has become a bonding ritual for health-conscious people, the spotlight being on young men looking to “make gains” and Gen Z women concerned about their iron levels.

But, experts also suggest that there’s some real weight behind the push for more protein. The key is finding out how much protein you actually need.

According to Katelyn Bedford, Holistic Nutritionist and founder of Wellness the Right Way, some social media theories on protein intake are backed by science, but others find themselves at the center of debate. She cites discussions on clean protein, protein supplements, the whey versus plant protein debate, and collagen, of course.

“Social media has evolved to more science-backed tips,” Bedford explained. “There’s an increased focus on longevity and aging well, and protein plays a central role in preserving lean mass.”

Bedford noted that the Recommended Dietary Allowance (RDA) for protein is 46 grams per day for women and 56 for men. However, these are only minimums to avoid deficiency, and not an optimal target for people who are working out frequently. For those looking to build muscle mass, Bedford suggests an optimal target of 0.8 to 1 gram of protein per pound of body weight.

Research seems to support what Bedford and other health influencers have recommended. A health study published in the National Library of Medicine in 2023 demonstrated how individuals who consumed 100 grams of protein achieved a greater anabolic response and better protein synthesis.

If building muscle is the ultimate goal, Bedford suggests supplementing a protein-packed whole food diet with some high-quality protein snacks, powders, or drinks, which can make it easier to up your intake.

The protein market is flooded with all sorts of products, from plant-based creamers to celebrity-backed powders and bars that claim to provide the most effective portable protein on this planet. The challenge is determining which ones are safe, healthy, and effective.

Bedford has a few recommendations for her clients focused on building muscle. She tells them to look for products that are third-party tested, use minimally processed sources of protein, and are made without additives or artificial ingredients like high fructose corn syrup.

“It’s best to avoid protein powders packed with ingredients you can’t pronounce,” she suggested. “At the end of the day, protein is essential-but it’s not a magic bullet. It’s one piece of the nutrition puzzle, and quality, balance, and personalization matter most.”

Best Protein products to achieve your daily protein goals

Best Clean Protein: Laird Superdood Protein Creamer

For a quick, convenient, clean protein solution, Laird offers a decadent creamer that delivers over 12 grams of protein per serving and mixes into coffees or smoothies without any artificial additives. The recipe is also packed with fiber, iron, and superfood mushrooms — including Lion’s Mane, Chaga, and Cordyceps, which are known for their brain-boosting benefits. It’s a clean choice for those seeking minimal, high-quality ingredients that target whole-body wellness in addition to macro support.

Plus, enjoy an exclusive 20% off using the promo code NYPOST20.

Grams of protein per serving: 12 grams

Best Protein Powder: Clean Simple Eats Whey Protein Powder

Clean Simple Eats is a great choice for those seeking a protein powder that cuts out the unnecessary ingredients. This formula is whey-based, delivering a whopping 20 grams per serving, which is ideal for people looking to recover from workouts and make visible muscle gains. It’s available in a number of delicious flavors, and easy to use in different drinks and smoothies.

Grams of protein per serving: 20 grams

Best Collagen Powder: Vital Proteins Collagen Peptides

Backed by over 200,000 reviews on Amazon, Vital Protein’s new advanced Collagen Peptides powder does offer a solid dose of protein, sourced from grass-fed, pasture-raised bovine, making it a wonderful paleo-friendly option for those seeking benefits for skin, hair, nails, and muscle strength. The one downside to this brand is that you’re going to have to carefully measure it out yourself. The new packaging does not contain a scoop.

Grams of protein per serving: 18 grams

Best Protein Shake: Core Power Elite High Protein Shake

Repair and rebuild with the Core Power Elite High Protein Shake. Over 80,000 shoppers purchased this shake on Amazon in the last month alone, and we’re not shocked. With 42 grams of protein per bottle, you’re getting an extra high dose, and it’s all sourced from quality ingredients. Core Power uses ultra-filtered milk, with calcium, vitamin D, and electrolytes your body needs to build muscle and sustain energy through your workouts.

Grams of protein per serving: 42 grams

Best Protein Bars: Barebells Protein Bars

Barebells quickly took off after hitting the shelves at Trader Joe’s, and their popularity continues to soar on TikTok. The creamy nougat top layer gives this bar a candy-like texture, and the chocolate is creamy without any semblance of some of the waxier coatings associated with protein bars. With 20 grams of protein, these bars are ideal for anyone who wants to up their intake while on the go.

Grams of protein per serving: 20 grams

Best Protein for Weight Loss: Kettle & Fire Bone Broth

Bone broth may be less filling than some of the other protein snacks on this list, but it’s a very health-conscious option for those looking to build muscle while also losing weight. Kettle & Fire sources from marrow and knuckle bones, which offer collagen, amino acids, and other nutrients ideal for digestion. It’s compatible with keto and low-carb diets, and the gelatinous texture is said to bolster metabolism.

Grams of protein per serving: 10 grams

Best Protein Breakfast: Catalina Crunch Protein Cereal

Fuel up in the morning with a tasty cereal that packs in the protein. Catalina Crunch is loaded with 11 grams of protein, plenty of fiber, and wholesome ingredients like cinnamon, sea salt, and sunflower oil, which makes it a great option for people who need to kick their cravings while upping their intake. It’s also worth noting that the brand was founded by a diabetic, so the recipe is a great option for those following a lower-sugar diet.

Grams of protein per serving: 11 grams

Best Plant-Based Protein: Ka’Chava Superfood

Ka’Chava offers 25 grams of protein per two-scoop serving, all coming from a blend of pea protein, brown rice, sacha inchi, quinoa, and amaranth. This plant-based protein combination not only gives the necessary amino acids for muscle gains but is also filled with fiber, a host of B vitamins, veggies, and adaptogens like organic maca root and cordyceps mushroom mycelia. If that wasn’t enough, it also has pre- and probiotics to aid gut health. Best of all, it’s delicious and backed by thousands of reviews.

Grams of protein per serving: 25 grams

Best High-Protein Snacks: David Protein Bar

David bars have been all over TikTok, and the ingredients seem to stack up — with such a high amount of protein (28 grams), all your daily amino acids, and a decadent flavor profile, they’re a fantastic choice for anyone looking to meet their protein goals efficiently. The bars are also formulated to provide a high protein-to-calorie ratio, and at just 150 calories per bar, you won’t bite much into your daily allowance.

Grams of protein per serving: 28 grams

Best Food for Protein: The Only Bean Crunchy Roasted Edamame Beans

Dubbed a plant-based protein powerhouse, these dry-roasted edanamae beans are a delicious, high-fiber, keto-friendly, protein-packed snack, without all the additives you find in processed powders or bars. They’re also incredibly convenient and come in a re-sealable bag, so you can throw them in the car or your bag in case you need a little afternoon pick-me-up.

Grams of protein per serving: 14 grams

Best Protein Snacks for Kids: Kindling Protein Pretzels

The kids need protein too, and Kindling Protein Pretzels happen to be the perfect way to get it. These crunchy pretzels are made with whole grain flour, wheat protein isolate, chickpea protein, plus sunflower oil, and sea salt to taste. They’re served in perfectly portioned punches and offered in a number of bold flavors suited for tiny tastebuds. Baked, not fried, and low in sugar, they’re a solid protein snack and still picky-easter approved.

Grams of protein per serving: 8-9 grams

Best Lean Protein: Jack Link’s Beef Jerky

Lean meat is a wonderful source of protein, and Jack Links 100% beef jerky strives to deliver just that. These portable packs offer 13 grams per serving and are bursting with flavor, according to some of the thousands of reviews. It’s worth noting that they’re a bit high on the sodium side, but don’t let that deter you from trying them out — they’re delicious and nutritious.

Grams of protein per serving: 13 grams

Protein FAQS

The Post consulted Katelyn Bedford, a Holistic Nutritionist and founder of Wellness the Right Way, for insight on protein consumption and best practices.

Why do you need high-quality protein?

“Consuming an adequate amount of protein is essential for many reasons, as it supports virtually every system in the body,” Bedford suggested.

“Protein supports muscle maintenance and growth, is essential for enzyme and hormonal production, supports immune function, is needed for tissue repair and wound healing, regulates Fluid and pH balance, is a secondary energy source, and prevents malnutrition and muscle wasting.”

What should you look for in protein snacks?

Bedford has outlined a few things to look for in protein snacks, powders, and shakes:

• Look for Ingredients you recognize (whey, pea protein, cocoa, dates, etc.).
• Avoid artificial sweeteners like sucralose or aspartame, hydrogenated oils, or high-fructose corn syrup.
• Aim for at least 10 to 20 grams of protein per serving.
• Check to ensure the product has been third-party tested for quality and purity (NSF, Informed Sport, etc.).
• Avoid long lists of unpronounceable additives, artificial dyes, or “proprietary blends.”

How does age impact our protein needs?

“As we age, we naturally lose muscle mass,” Bedfrod explained. “Starting around age 40, our bodies become less efficient at using protein to rebuild tissue.”

Bedford added that older adults may benefit from increasing their protein intake to around 1-1.2 grams per pound of ideal bodyweight, which should help them maintain their strength and mobility.

Should you eat protein before or after a workout to maximize the benefits?

Bedford believes that protein is beneficial when consumed before or after a workout. But, for most people, post-workout protein matters more.

“After strength training, your muscles are primed to absorb amino acids for repair and growth,” she explained.

She suggests aiming to get 15 to 30 grams of protein within an hour post-workout, ideally with some carbohydrates to replenish glycogen levels.

Can you eat too much protein?

According to Bedford, more isn’t always better.

“While high-protein diets are generally safe for healthy individuals, excessive protein intake-especially when paired with low hydration-can strain kidneys, cause digestive discomfort, and lead to nutrient imbalances if you’re neglecting carbs or fats.”

If you are over-eating protein and not balancing it out, you may experience dehydration, constipation, bad breath, and potential kidney stress.

This article was written by Miska Salemann, New York Post Commerce Writer/Reporter. As a health-forward member of Gen Z, Miska seeks out experts to weigh in on the benefits, safety and designs of both trending and tried-and-true fitness equipment, workout clothing, dietary supplements and more. Taking matters into her own hands, Miska intrepidly tests wellness products, ranging from Bryan Johnson’s Blueprint Longevity Mix to home gym elliptical machines to Jennifer Aniston’s favorite workout platform – often with her adorable one-year old daughter by her side. Before joining The Post, Miska covered lifestyle and consumer topics for the U.S. Sun and The Cannon Beach Gazette.