Fitness enthusiasts are well aware of the prevailing trend in the modern fitness community—supplements, particularly protein supplements. Among them, "whey protein" stands as the most popular and widely used supplement. In fact, if you're involved in fitness and not consuming whey protein, you might be told that all your efforts are going to waste by trainers, coaches, and companies advocating ‘scientific training methods’. The world of supplements and “science-based training” has diligently protected its reputation, dismissing anyone who questions the products or methods as unscientific or closed-minded.
Unfortunately, this has led to a situation where many people, eager to appear knowledgeable, not only consume but also promote such supplements without truly understanding how they work or their potential drawbacks. This shallow knowledge based on hearsay can be perilous. While I am neither a doctor nor a medical student, I have consumed whey protein for an extended period, and I intend to rely on common sense and rationality to raise questions that more people need to ask.
In this context, a commerce student may prove more valuable in deciphering the inner workings of the fitness community than a medical professional, considering that profit, not health, seems to be the driving force behind this new norm. As a commerce and economics student, I present some straightforward yet challenging questions to these modern fitness "gurus."
In the last decade or so, whey protein has transformed into a widespread phenomenon, serving as the vital link between your gym efforts and your muscle-building aspirations. Billions of dollars are being poured into advertising and promoting a simple box of flavoured powder, boasting a supposed protein concentration of 75-80%. For gym-goers, protein has become as essential as oxygen is to the average person. These supplement companies have recruited renowned bodybuilders, transforming them into fitness influencers who now endorse whichever brand pays them the most. The success of these supplement companies is evident to anyone with basic marketing understanding. YouTube ads, sponsorships, partnerships, physical stores—every avenue is exploited.
Previously, these products were primarily targeted at bodybuilding professionals, but today, whey protein is marketed as just another byproduct of milk(therefore safe), which could be true, and marketed as suitable for anyone, which may not be true. Before signing up for a gym membership, a gym-goer is instructed to purchase whey protein. They witness others consuming it at the gym, encounter it in pharmacies displayed next to medicines, and witness famous and trustworthy individuals endorsing whey protein. Consequently, beginners are led to believe that not only is it safe, but it is a prerequisite for good health. As a result, they end up spending 5000 rupees on a product they know nothing about and begin incorporating it into their system. The problem here is not necessarily consumption of whey, but the blind trust on the industry which will later induce the person to buy several other products, consuming which could pose serious health issues.
The supplement industry, including protein supplements like whey protein, is highly lucrative with soaring profit margins. Gross margins in the protein supplement market can range from 50% to 70% and companies heavily invest in marketing to drive sales. When you purchase whey protein, the company benefits, as your purchase contributes to their profitability. It's essential to be aware of the profit-driven nature of the industry and make informed decisions as a consumer. I must reiterate that in the case of whey protein, the promotion is more of a concern than consumption.
The primary concerns regarding whey protein is its safety. However, this concern is often seen as a misconception due to a lack of knowledge. Whey is a natural byproduct of milk, often compared to paneer and curd. It is believed that after making paneer from milk, the remaining liquid, known as whey water, contains a higher concentration of protein with minimal carbs and fat. This liquid is processed and solidified to be sold as whey protein.
Considering that whey is essentially what is left after paneer production, it might raise the question of why we can't simply consume the whey at home. If the concept is the same, then why spend 80 rupees for a single scoop or 5000 rupees for an entire box? The fact that we cannot consume whey directly at home suggests that there are differences between homemade whey and commercial whey protein products. Not to mention the preservatives and added flavours to justify the price.
The concern over safety is not entirely unfounded. There have been instances where individuals unknowingly purchased adulterated whey protein, leading to adverse effects on their liver and kidneys. Many doctors acknowledge this risk. However, companies and influencers have recognised an opportunity to leverage their personal brand as an assurance of authenticity.
The question that arises is: Who should be held responsible if anything goes wrong? In the past, when a misconception that cabbage can cause deadly tapeworm infection in the brain was spread, people stopped consuming it. The public even shifted from veg momos to paneer momos to avoid cabbage. Interestingly, when a similar situation arises in the supplement industry, and potential correlation between whey and liver and kidney issues is observed (even if not fully confirmed), influencers often claim that only duplicate whey is unsafe, as if it would be explicitly stated on the box. This shows that marketing strategy is successfully making the demand for supplements more and more inelastic to price as well as potential risks.
After a few weeks of training, you are expected to increase your protein intake to take benefit of improved training and more stress on muscles. One scoop turns into two, depleting the box in half the time and ensuring double sales for the company in the same amount of time. Trainers advocate for consuming 2 grams of protein per kilogram of body weight to meet daily protein goals. But is your body truly demanding this much protein? Try it yourself and you will know.You might experience constipation, difficulty concentrating, and require constant eating to hit your daily protein goal. But is this sustainable? Trainers say that you will get used to it in a few weeks. But do you really need to? What is it that you’re suffering for? The convenient option is to gulp down a scoop of whey protein, checking off 30 grams of protein in a single shot. But is it necessary? Were you losing any muscle mass before? It's clear that this is nothing but savvy sales and marketing tactics at play. Think for yourself, what made you think about consuming whey for the first time. Was it an observed decrease in muscle mass one day, or someone’s advice in general?
The cycle begins with one scoop of whey protein, then doubles, triples, and expands to include creatine, BCAAs, and liver protectants like LIV 52 and joint wellness tablets along with multivitamins. This never-ending tale is nothing but clever cross-selling. Once you start taking whey, you will now be a loyal customer to the industry, and it just boils down to which brand gains your trust. Get ready to dedicate a monthly shopping day to supplements, or else your progress will suffer. It's a relentless cycle fuelled by the industry's agenda to extract as much money as possible, leaving you trapped in the world of constant supplementation dependance, even if it is merely a psychological pacifier.
If whey protein and other supplements were all it took to achieve a big and impressive physique, then why do bodybuilders, even at the district level competitions, resort to steroid abuse, risking severe health complications? Or does the industry negate those risks as well?The answer is simple: It doesn't work that way.
Bodybuilding is often driven by genetics and the use of steroids, and it should not be equated with true health and fitness. Supplement companies target young individuals, positioning their whey protein products as general well-being solutions at premium prices and market them as often confused with steroids, which they are not, leveraging scientific research full of jargon that consumers may not fully understand. They rely on content marketing accompanied by promotion through bodybuilders who appear logical and impressive, creating a convincing narrative. It is true that whey and other supplements are not steroids, and may not even be harmful, but it doesn’t prove their usefulness either.
Becoming a certified trainer is relatively easy and low-effort, leading to a sense of authority where suggesting is mistaken for prescribing. Trainers often transition to coaches, collectively disregarding the warnings of doctors who caution against excessive reliance on supplements. Trainers may feel superior to genuine medical professionals, despite lacking the comprehensive knowledge and expertise of doctors. We must acknowledge that a certification is not a degree and a trainer should never assume the role of a doctor.
It's important to note that questioning the marketing tactics and representation of whey protein does not imply that it is ineffective for muscle building. The concern lies in how the ability of whey protein to assist in muscle building is misrepresented to benefit influencers and supplement companies. Fitness icons may encourage you to join a gym today, and suggest whey protein tomorrow, then creatine the next day, then BCAAs etc etc and you have entered the vicious cycle leading to impulsive spending and potential harm to your body. Most people will make the purchases to make that first 5000 rupees count and to look like the icon, which they never will if only relied on supplements and training. Understanding the concept of "sunk cost" can help individuals make informed decisions about continuing or discontinuing whey protein consumption.
It is important to be aware, realistic, and most importantly to redefine what fitness means to you, without the influence of another person. Whey protein may not be inherently bad for everyone, but it may also not be necessary or suitable for everyone. Ultimately, the choice is yours to make.
Vivan Pande
Disclaimer: The opinions expressed in this article are solely those of the author and are not intended to spread misinformation or manipulate anyone. The information provided is based on the author's knowledge to the best of their ability. Readers are advised to conduct their own research and seek professional advice as needed. The author takes no responsibility for any actions taken based on this article.