Push your cart through the grocery store and one word seems to follow you down every aisle:

Protein. 

It’s in pretzels. Pastries. Chips. Pop. Cold foam. Ramen.

Protein has met no foe.

Then, scrolling Instagram later that night, your feed is full of tips on how to increase your protein intake:

  • Eat 30 grams of protein within 30 minutes of waking up.
  • Follow the ratio: 1 gram of protein per 10 calories.
  • Chicken and rice, chicken and rice, repeat.
  • The best protein products start with the letter Z. (OK, I made that one up.)

The advice can feel overwhelming.

To cut through the hype, I asked an expert what’s actually worth paying attention to.

What are the best sources of protein?

Jessica Schroeder is a registered dietitian, president of the Iowa Academies of Nutrition and Dietetics and owner of Expedition Wellness.

She advises her clients to prioritize real meat from animals, especially lean options like pork chops, sirloin and turkey.

While other products are “fun” and can be fortified with additional nutrition, Jessica explained they may contain other artificial ingredients some people may personally choose to avoid.   

“I would still rather people choose the ‘whole’ product first,” she recommended.  

“Whole” animal proteins are minimally processed and remain close to their natural form (like cuts of meat). These options naturally provide high-quality protein, vitamins and minerals that support muscle growth, brain health and overall body function.  

Are protein powders or bars good for you?

Protein powders and bars are popular for a reason: they’re convenient and portable with no cooking required. As a working mom of two who enjoys weightlifting, I get the appeal.

Many of these products contain whey protein isolate, a dairy byproduct that offers a quick, efficient source of protein.

Jessica says these products can be useful tools but shouldn’t replace balanced meals. A protein shake may hold you over for a bit, but it won’t satisfy you the same way a meal built around lean protein and vegetables will.

Many plant-based proteins sources are often considered “incomplete,” meaning they may lack one or more essential amino acids the body needs for repair, energy and immune function. These proteins are also typically less bioavailable, so the body may not absorb them as efficiently as animal-based sources.

However, plant foods offer important nutrients like vitamin C and fiber that animal products do not. For this reason, many dietitians recommend eating a variety of foods to ensure you’re getting a full range of nutrients.

OK, but how much protein do you need?

When it comes to how much protein we need, Jessica notes it varies depending on lifestyle, age and health goals.

Someone trying to build muscle, for example, may need more protein than someone focused on maintenance. That’s why she recommends talking with a dietitian to better understand your individual needs.

And despite all the noise around protein, Jessica says many of her clients still aren’t getting enough—much to the chagrin of my algorithm.

“The truth is, the average female who walks in my door is only consuming about 50 grams of protein,” she said, adding research from internationally recognized protein expert Dr. Donald Layman suggests that may be about half of what many people need daily.

So, what if you don’t hit that *magic* 30 grams of protein at breakfast? 

“If you only get 27 grams of protein at breakfast, that’s OK,” Jessica said. “You just may need to find other opportunities throughout the day to add more protein.”

Instead of chasing protein trends, Jessica encourages people to think ahead about meals and snacks so getting enough protein feels manageable and not like another wellness rule to fail. Because in the end, eating is about building habits that fit your life and nourish you for the long haul.