Elza Conn Warns $10.88 Billion Protein Boom Masks Health and Cost Risks

1 articles · Updated · The Daily Texan · Jun 28

$10.88 billion in U.S. protein supplement sales in 2025 has fueled marketing that can push consumers toward overpriced, heavily processed shakes and bars, Conn said.
4.8% growth in U.S. sales of protein-labeled products from 2024 to 2025 reflects demand, but Conn said protein alone does not build muscle and many products overpromise benefits.
Protein powders in shakes may include added sugars, chemicals and heavy metals, while the FDA does not review these supplements and some products are not third-party tested.
180 to 190 grams a day was one student's target, and he said buying shakes, 38-gram smoothies and extra eggs forced him to tighten his budget.
Whole foods such as eggs, dairy and cottage cheese often offer better value and broader nutrition, reinforcing Conn's advice to treat protein-fortified foods cautiously.