Gymtok
To understand the protein craze, it’s essential to understand where the fixation originated from: Gym culture, or more specifically known on TikTok as the viral “Gymtok.”
It’s no secret that protein is integral to our physical survival. As children, we memorized that diagram of the plate with all the major food groups in bright colors like we were studying for a big exam.
But many consumers’ fixation on the macronutrient originates from a place of control, hope for physical transformation, and eating disorders. Opting for a protein shake rather than a grilled chicken breast with some brown rice repeatedly might be cause for concern. Especially since many consumers use processed protein products as meal replacements and drastically cut their whole food intake. This means that fresh fruit, vegetables, dairy, and meat products are replaced by a birthday cake-flavored protein bar that kind of tastes like sand.
“Gymtok” urges you to exercise control over your life, take back your health, and, in extreme cases, dip your toes in the “looksmaxxing” thought school. If you squint, the foundational beliefs of “Gymtok” are innocent. However, you have to wonder if the pure intentions are enough to turn a blind eye to what’s really happening online.
Food is fuel and eating should be enjoyable. These two things can be true at the same time. Eating a “dog bowl” every day to meet your macro requirements might be a fitting routine for some, but for the average Joe living a sedentary lifestyle, it does not apply.
TikTok Shop Protein Craze Crowns Commission Over Health
All roads lead back to capitalism, baby. The push for protein on TikTok is something no user could avoid unless they chose to delete the app entirely, all thanks to the online store that’s now been added to TikTok’s user interface.
The TikTok Shop has allowed many users to earn commission through selling products to their viewers. This is helpful for those who are unable to earn money in more conventional ways. A lengthy observation from any avid TikToker will reveal that the users who try to sell products in their videos will hop on whatever is trending and being pushed on “For You” pages. In turn, they receive more viewers, validation, and most importantly, commission.
So, why protein? It all feels very random, as most of the TikTok Shop sellers are in the clothing and beauty industries. It’s most likely that protein is the star of the show because it is a direct result of other underlying consumer insecurities. Protein-obsessed diets like keto and paleo are often linked to eating disorders, especially when the diets are followed en masse by folks trying to lose weight rapidly and at whatever cost. This food hysteria is infectious and convinces sedentary, inactive consumers that if they eat a protein brownie and drink a protein shake instead of consuming whole foods, they’ll look like the bodybuilders they see on “Gymtok.” Spoiler alert: You won’t.
Processed Foods, Whole Foods, and Other Nutrients
Serious colon ailments are on the rise in young, otherwise healthy people. We are simply not eating enough fiber and eating way too much protein. The fixation on protein is why so many consumers are steering clear of other nutrients our bodies require to function properly. A “Carbs bad! Fiber bad!” sentiment is in the subtext of many protein crusaders, and it seems like people are afraid to gain weight. Without fiber, though, the risk of colon issues increases, and a high-fiber diet might in part help ward off certain cancers.
Professional dietitians (not influencers) will always suggest eating whole foods over processed foods. That’s because they aren’t riddled with chemicals, synthetic dyes, sugars, and the like. Can you pronounce half of the ingredients in that protein bar off the TikTok Shop? Just something to consider…
Commercialization of a Macronutrient
No, Starbucks, we don’t need protein coffee.
I might be drinking some protein-free hater-ade by saying this, but if you’re having caffeine, you might as well have it without all the extra stuff that’s in protein powders. Aside from the fact that the protein coffee looks like curdled mystery milk, a protein-less iced latte isn’t hurting you.
The commercialization of health and nutrition isn’t new. Companies like Weight Watchers and Jenny Craig, along with miscellaneous protein snack corporations, aim to hit us where most of our concerns lie: How we look, rather than how we feel. Starbucks is just one of the major corporations this year to profit from the current protein craze. Who knows, maybe next year, we’ll have Metamucil coffee… Help us all.
