This piece examines whether men’s fixation on protein-rich diets signals deeper issues like orthorexia or muscle dysmorphia. Psychologists explain how social media, celebrity physiques and ‘Marvel body’ ideals push men toward rigid eating and exercise routines. Though protein itself isn’t harmful, an anxious, all-consuming pursuit of muscularity can slide into disordered eating.
Back in the 90s, a boyish smile and a lean build were the epitome of a desirable man, but by the time 2026 rolled in, the ideal body type belonged to the those who had every centimetre of their body toned. Think Jacob Elordi, Hudson Williams, Ahaan Pandey and more. The definition of a desirable male body has changed dramatically in the past 3 decades. And so have their diets.
“Media today and the information overlaid from social media has created a positive bias towards protein and protein products,” as per Dr Arti Shroff, a Mumbai-based clinical psychologist. No man who is trying to bulk up and has a regular gym membership is skimping on protein in their diet. Every meal is measured by how much protein it contains and whether or not it would help them hit their macros.
Is there something wrong with this? No, not at all. “Protein itself is an important and healthy part of nutrition, just like carbohydrates and fats. The issue is that this pursuit of muscle-building (often) becomes obsessive or fear-driven,” according to Dr Zoe Ross-Nash, a Virginia-based licensed clinical psychologist and certified eating disorder specialist. “Protein is heavily associated with muscle growth and fitness culture, and muscularity is often tied to ideals of masculinity and attractiveness,” she adds.
There are barely any snacks left on your local store rack where protein hasn't infiltrated itself. Add to it a variety of over-the-counter supplements that people take to chase away their self-diagnosed protein deficiency, and protein consumption is at an all-time high under the guise of ‘clean’ or ‘healthy’ eating.
“When someone consumes far more protein than their body needs, especially through powders, bars, processed products, or very meat-heavy meals, it can crowd out fibre, vegetables, healthy fats, and complex carbohydrates,” explains Luke Coutinho, an integrative lifestyle expert. These protein products also conceal other ingredients that are high in fats and sugar, and more that in the end would cause more harm than good.
While the physical effects are concerning enough, the mental ones could be even more damaging. According to Dr Zoe Ross-Nash, “preoccupation with 'healthy eating,'” (sometimes referred to as orthorexia), could potentially lead to disordered eating. “Healthy eating includes nourishing the body with foods that contain protein, fibre, etc., but it also includes flexibility, enjoyment, spontaneity, and balance,” she explains. “When eating becomes increasingly rigid, whether through restricting quantity or obsessing over food quality, and anxiety becomes attached to those behaviours, it can move into disordered territory!"
Generally, disordered eating patterns are commonly associated with women, men can also experience them. “Approximately one-third of individuals with an eating disorder are male,” says Dr Ross Nash. A thin body is deemed an ideal for women, while men are pressured into thinking that a Marvel superhero-like physique is one they must strive to achieve. “These cultural ideals can shape how disordered eating presents as behaviours that lean toward achieving the ‘ideal body' shape. In many ways, muscularity can function similarly to thinness as a form of social currency, something people may go to great lengths to achieve.”
“In men, we more commonly see excessive exercise, rigid fitness routines, and obsessive thinking around the ‘quality’ of food, for example, hyper-focusing on protein intake or 'clean eating.’” However, eating disorders are often read as ‘women’s issues', making it somewhat controversial and stigmatised for men to speak about their struggle with food and excessive exercise.
For some people, a fixation on a protein-heavy diet can also be connected to their feelings of low self-esteem and low self-worth, as per Dr. Shroff. Fitness influencers and celebrities tend to attribute their physiques to a high-protein diet without disclosing other supplements they take in order to achieve their ‘ideal body’ Men who are struggling with low self-esteem or self-worth tend to follow such trends and fads mindlessly. For others, the protein intake fixation could be due to body image concerns caused by a “phenomenon sometimes referred to as 'bigorexia,’ clinically known as muscle dysmorphia, where individuals believe they are too small or not muscular enough despite evidence to the contrary,” according to Dr Ross Nash.
There aren’t any direct links between protein intake and eating disorders yet, but again, very few are researching them. All in all, there are signs and symptoms of men struggling with food and disordered eating everywhere. Unfortunately, we aren’t seeing many conversations around this topic on the internet because these behaviours are often normalised within the fitness culture and society at large, which can make it harder to recognise when they’ve crossed into something harmful.