Why People Give Up on Protein Powder, and How to Come Back

I know this one personally, because the way regular whey made me feel is a big part of the reason Kultra exists at all. I wrote the whole story in why I created Kultra, but the short version is that I wanted the protein, I just didn't want the way it made me feel. So when people tell us in our website quiz that they used protein powder before and then stopped, I completely understand, and I think the reasons are usually far more ordinary, and far more fixable, than people expect. If that's you, you're definitely not alone, and stopping isn't a personal failing.

So I did what I always do. I went to the research, and I also listened to what people genuinely tell us about why they gave up. Almost every answer falls into one of five reasons, and each one has something you can look for if you decide to try again.

The five reasons people stop

1. The taste. This is the big one. Many powders are very sweet, with a blend of high-intensity sweeteners and flavourings, and some people find the aftertaste becomes harder to live with every day. What tastes fun in the first week can feel like a chore by the fourth, and once you start dreading it, it's only a matter of time before the tub sits at the back of the cupboard.
2. The texture. Chalky, gritty, slimy or so thick it's almost a pudding... texture is very personal, and it often comes down to gums, thickeners and how finely the powder is processed. Some people love a thick shake, while others simply want something light that goes down easily.
3. The habit never stuck. This one is so common, and it's rarely talked about. A lot of us start with good intentions, but if protein powder isn't attached to a moment we already have every day, it's the first thing to drop when life gets busy.
4. The price. Protein powder can be expensive, and if you aren't sure it's doing anything for you, it's hard to justify buying another bag. That's a completely sensible decision.
5. How it made you feel. Some people stop because they just didn't feel right on it, whether that was feeling heavy, uncomfortable or bloated. I've written about why protein powder can make you bloated, because I think people deserve to understand the possible reasons rather than simply putting up with it.

What to look for second time round

The good news is that every one of those reasons gives you a clue about what to choose next time, so rather than trying the same thing again and hoping for a different result, it's worth going back in with a slightly different set of questions.

For taste, look for a short ingredients list and gentle sweetness rather than an intensely sweet one. If the label shows two or three different sweeteners, that's often a sign the brand is working hard to hide the taste of the protein itself. I explain more about this in my post on how to read a protein label.

For texture, think about what you actually enjoyed, and check for gums like xanthan, guar or carrageenan if you'd prefer something lighter. A powder without them will be thinner, so it's worth shaking it well with cold liquid, and trying it in oats or a smoothie if you prefer more body.

For habit, attach it to something you already do. Research on how habits form found that, for a simple daily behaviour, it took a median of 66 days to become automatic, with a huge range from 18 days to 254 days depending on the person and the behaviour [1]. The same study found that missing a single day didn't undo the progress [1], which I find genuinely reassuring, because it means you don't need to be perfect, you just need to keep coming back.

How long a new daily habit took to become automatic

Days, for a simple health behaviour repeated once a day

Quickest18 days

Median66 days

Slowest (estimated)254 days

For price, work out the cost per serving rather than the cost of the bag, and look for a way to try before you commit. A small sample tells you far more than any review can, because the only opinion that really matters is yours. It also helps to remember that what matters most for your body is your total protein across the day [2], so a powder only needs to fill the gap your meals leave, not do all the work.

For how you feel, pay attention to what was in the powder you stopped using. Was it a long list with gums, sweetener blends and sugar alcohols, or was it a simple one? It's worth knowing that sugar alcohols can cause digestive discomfort in larger amounts, which is why UK law requires foods with more than 10% added polyols to carry a laxative warning [3]. If you have ongoing symptoms, though, please speak to your GP rather than just trying powder after powder, because there may be something else going on.

What I did differently with Kultra

When I made Kultra, I built it around the reasons I'd struggled myself. It has three ingredients, goat whey protein concentrate, natural vanilla bean and stevia leaf, so there are no gums, no sweetener blends, no fillers and no flavourings. It's lightly sweet rather than intensely sweet, and you can see the flecks of real vanilla bean in the powder. It's lighter than a gum-thickened shake, which I know won't be for everyone, so if you love a thick shake, try it blended with milk, a banana or oats.

I won't pretend it's perfect for every person. It isn't lactose free, because there's about 1.5g of naturally occurring lactose per serving, so if you've been diagnosed with lactose intolerance, speak to your GP first, and it contains milk, so it isn't suitable for anyone with a milk allergy.

On price, I've tried to make coming back as low-risk as I can. A full 1kg pouch is £69.99 for 30 servings, and on subscription it's 15% off every order, applied automatically. The subscription has a minimum term of two orders after your first, and after that you can cancel. If you'd rather try it first, there's a £10 sample of three servings, and that £10 comes back to you as store credit towards a full pouch.

Kultra, cost per serving

1kg pouch, 30 servings of 26g protein

One-off pouch (£69.99)about £2.33

Subscription, 15% off (£59.49)about £1.98

If you stopped using protein powder and you've been wondering whether to try again, I hope this helps you go back in with a little more clarity, and a lot less guilt. It wasn't you who failed, it may simply have been the wrong powder, or the wrong moment, or no moment at all. You can find Kultra here if you'd like to give it a go.

-N 🤍

FAQ

Why do people stop using protein powder?

The most common reasons are taste, texture, not building a habit, price and how it made them feel.

How long does it take for a protein shake to become a habit?

In one study, simple daily habits took a median of 66 days to become automatic, ranging from 18 to 254 days. Missing one day didn't reset progress.

How much does Kultra cost per serving?

About £2.33 per serving at £69.99 for 30 servings, or about £1.98 on subscription at 15% off. The subscription has a minimum term of two orders after the first.

Can I try Kultra before buying a full pouch?

Yes. The £10 sample has three servings, and the £10 comes back as store credit towards a full pouch.

References

1. Lally P, van Jaarsveld CHM, Potts HWW, Wardle J (2010). How are habits formed: Modelling habit formation in the real world. Eur J Soc Psychol 40(6):998 to 1009. https://doi.org/10.1002/ejsp.674
2. Schoenfeld BJ, Aragon AA, Krieger JW (2013). The effect of protein timing on muscle strength and hypertrophy: a meta-analysis. J Int Soc Sports Nutr 10:53. https://pmc.ncbi.nlm.nih.gov/articles/PMC3879660/
3. Regulation (EU) No 1169/2011 on food information to consumers, Annex III, as retained in UK law. https://www.legislation.gov.uk/eur/2011/1169/contents