Social media made protein a personality trait. Now people are exhausted

At 12, I had the same after-school ritual every day: come home, spend an hour or two reading the newspaper, mix rice and bhindi (okra) in a bowl, and head up to the terrace. There, tucked under the shed, I would devour my favourite lunch.A few years later, I ditched the school autorickshaw and started cycling to school instead—a ride that took nearly an hour each way. Like every other desi mom, my mother would never let me step out of the house on an empty stomach. But with the morning rush of getting ready for school (and spending far too much time perfecting my puff hairstyle), breakfast was usually simple: a glass of milk sweetened with jaggery and a banana before I hopped on my bicycle and set off.It may sound silly, but most days we had simple, carb-heavy meals like every other Indian household, and only on weekends did we get a proper protein-packed, balanced lunch when my mum worked her magic in the kitchen and made chicken curry. Sunday lunches were usually either chicken or fish, since everyone was home together. Life felt happy because it was rich in carbohydrates. Despite a balanced diet being one of the most discussed topics in school, given my obsession with having a body like Jennifer Lopez, I never quite understood the importance of proper nutrition, and just having a protein-packed meal on weekends is not enough. It took the social media generation for me to realise the importance of protein and the wonders it does for the body. However, from protein cake and protein spaghetti to protein chips and more, everyday foods are now being rebranded through a protein lens. Digitally active users are increasingly bombarded with content that fixates on protein, with fitness creators and health experts frequently emphasising its importance. So much so that a simple “let’s have lunch” can quickly turn into a breakdown of protein counts on the plate. While these complex molecules are essential as the body’s fundamental building blocks, many millennials, Gen Z, and zillennials are reporting growing anxiety around not meeting their daily protein targets. This phenomenon, often referred to as “protein fatigue”, reflects a sense of exhaustion from the constant pressure to ensure every meal is heavily protein-focused, three times a day. Last month, Alia Bhatt resonated with the same sentiment. She reshared her sister Shaheen Bhatt’s Instagram story that read, “My favourite childhood memory is not ever having to think about protein.” Deepika Pranav, 29, talked about how the modern wellness environment has changed the way she thinks about food. Speaking to indianexpress.com, Deepika explained that the shift has created confusion rather than clarity as people find themselves overwhelmed by contradictory messages. “Some promote protein powders; others discourage them. Some say natural food is enough, while others suggest consuming a certain amount of protein in every meal,” she said.Story continues below this ad “Another challenge is that not everyone eats non-vegetarian food regularly, and although vegetarian foods also contain protein, people often hear that those foods come with more carbohydrates, which creates even more uncertainty,” Deepika added. This confusion is especially visible in everyday households. Even simple, traditional meals begin to feel inadequate when filtered through modern nutritional expectations. When nourishment turns into constant calculation Kajol Awon, 27, described modern nutrition content as mentally exhausting. Protein shakes, bars, coffees, and high-protein snacks dominate wellness media to the point where the word “healthy” feels increasingly like marketing rather than meaning. She explained that while protein is important, wellness is highly individual, something the internet often ignores. “I think social media has made wellness very DIY, with everyone trying trends without fully understanding their own body. I don’t completely discredit these sources of information, but I do think moderation an