What is the role of protein in women's health during menopause?

Protein is especially important for women during menopause, as declining estrogen levels can lead to a loss of muscle and bone mass. Adequate protein intake, paired with strength training, can help maintain muscle and bone health.

How have wellness influencers and brands contributed to the protein push?

Wellness influencers like Gwyneth Paltrow and Khloé Kardashian have been promoting high-protein products and diets, while brands have launched protein-packed versions of foods like popcorn and baked goods.

What are the concerns around the protein craze for women?

Some women have found the constant messaging around protein to be overwhelming, feeling pressure to constantly monitor their intake. Experts advise finding a balanced approach and focusing on whole food sources of protein.

Home / Health / Protein Craze Sweeps Women's Health: Experts Weigh In on the Surge

Protein Craze Sweeps Women's Health: Experts Weigh In on the Surge

31 Jul

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Summary

Protein supplements and high-protein diets gaining popularity among women
Experts cite recent research on protein's benefits for menopausal and post-menopausal women
Influencers and brands pushing protein-rich products as essential for women's health

Protein Craze Sweeps Women's Health: Experts Weigh In on the Surge

As of July 2025, the protein craze has swept the women's health landscape, with experts and influencers aggressively promoting the benefits of prioritizing protein intake. This shift began around 2020, when researchers like Dr. Gabrielle Lyon and Dr. Stacy Sims started gaining traction on social media for their insights on how protein can support women's health, particularly during perimenopause and menopause.

The protein push has extended beyond social media, with wellness brands and food companies capitalizing on the trend. Gwyneth Paltrow has been cooking up high-protein breakfasts, while Khloé Kardashian has launched her own protein popcorn. Protein-packed versions of baked goods and shakes have also become increasingly common in the health food market.

Experts cite protein's role in maintaining muscle mass, supporting bone health, and promoting satiety as key reasons for the surge in popularity. As estrogen levels decline during menopause, many women experience a loss of muscle and bone density, making adequate protein intake crucial. Strength training and a diet rich in protein can help mitigate these effects.

However, some women have found the constant messaging around protein to be overwhelming, feeling pressure to constantly monitor their intake. Nutrition coaches advise finding a balanced approach, focusing on whole food sources of protein and not getting too caught up in the numbers game.

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