Why are we so obsessed with protein?
On nearly every supermarket aisle these days, you’ll see ‘added protein’ or ‘high protein’ labels left, right and centre, whether it’s on yoghurts, baked goods or beverages. Fueling the current obsession, particularly on social media, with maximising protein, it would seem on the surface as though we’re sorely deficient.
Khloe Kardashian is even adding protein to popcorn with her new brand, Khloud, which incorporates a milk protein isolate called "Khloud Dust" to add 7 grams of protein per serving. But are we really so lacking in this food group that we need to dust extra on our meals? Short answer: no.
‘Most people, most of the time, do not need extra protein,’ says Dr Deborah Lee from Dr Fox Online Pharmacy. ‘It should be remembered that extra protein is converted in the body and stored as fat. What we see these days is a marketing hype about protein. We've lived through the hype about fats and carbs – now the focus has shifted to get us to buy more protein. Everything is labelled in the shops as 'high protein' to get us to think this is healthy – it isn't! In fact, many of these 'high protein' foods and drinks are high-sugar, high-fat, high-salt and full of additives. Many are processed and ultra-processed foods, which current evidence suggests we should be eating less of – not more!
‘Yet the public seems convinced. 'High protein' is commonly searched on Google. Interest in high protein has increased by 32% year on year in the recent past. Ocado reports searches for high-protein foods have increased by 105% between 2024 and 2025.’
Jess Hillard, Nutritionist at leading sports nutrition brand Warrior® has a more affirmative response to the increased interest in protein: ‘Protein has quickly become the nutrient of choice for many health-conscious individuals. It helps keep you feeling fuller for longer, supports muscle maintenance, and fits in well with popular lifestyles like high-protein, low-carb, and fitness-focused diets. As more people have started paying attention to their protein intake, it’s no surprise that brands are adding protein to everything from cereals and snacks to drinks.’
We do need to be aware though: ‘Food brands add protein to everything from cereal bars to yoghurts to appeal to these trends,’ says Daniel Herman, NASM nutritionist and founder of innovative sports nutrition company, bio-synergy.uk. ‘It creates a health halo effect – even when the product may still be intrinsically un-healthy.’
Co-founder of health and wellness brand Supernova Living, Laura Beckford says, ‘There’s a lot of talk about getting enough protein in our diets and I feel it’s becoming obsessive. I believe we should focus on eating less ultra-processed foods and more of a balanced wholefood diet, high in protein, fibre and good fats.’
She believes wholefood protein intake for the majority of the population is probably lower than it should be though, as eating processed carbs is usually easier and more convenient in the fast-paced lifestyles we lead. ‘For example, highly processed cereal for breakfast, grabbing a sandwich on the go for lunch and pasta for dinner,’ she says.
‘Plus, so many protein powders are so heavily processed that you think you’re having a great intake of protein, but it also means having gut disrupting gums, fillers, stabilisers and emulsifiers not to mention insulin disrupting artificial sweeteners. The amount of protein we need very much varies individually too, depending on our activity level, age and body composition.’
Dr Lee agrees that there are circumstances in which you may need to increase your protein intake, and it always helps to vary the types of protein in your diet. It turns out it’s quite a nuanced subject – and still a bit of a mystery – especially when it comes to age and physical circumstances.
Daily recommendations
Let’s start with what our recommended daily amounts of protein are from the organisations in the know. ‘The Department of Health recommends that UK adults should have 0.75 g of protein per kilogram of body weight per day, says Dr Lee. ‘This works out at about 55g of protein per day for men and 45g per day for women.
‘In general, we eat plenty of protein in the UK, usually exceeding the recommended amount. According to the British Nutrition Foundation (BNF), the average UK male currently has 85g per day and women 56 g per day – so British adults are not likely to be protein-deficient.’
Bailyn Fields is a registered nurse and health educator at Boomer Benefits. She says, ‘Most people get enough protein in their diets through everyday meals, so extra protein is not usually necessary for the average person. We need protein because it helps build and repair muscles, supports the immune system, and keeps skin and hair healthy. Some people might need more protein, like older adults or those recovering from illness, but for most, the recommended daily amount is enough.’
Some health experts see a different story in their line of work. Raquel Britzke, a Doctify-rated Registered Dietitian & Sports Nutritionist says, ‘I can tell you from 15 years of experience as a dietitian that not eating enough protein is one of the biggest problems our patients have. Protein is in every tissue of the body and is necessary for the body to properly function. We see patients from 80 countries and this problem is generalised. The problem is that most people believe they are consuming the ideal amount of protein daily. Some specific groups, such as the elderly, women, vegans and vegetarians, tend to eat less protein due to restrictive diets and possible gastrointestinal disorders.’
Building blocks
Getting enough protein can also be a cost issue as well as one of convenience. Herman says, ‘In the West, generally speaking, there is a wide choice of protein from food, however, it is becoming more expensive to buy eggs, poultry, meat and fish and so many people are opting for other types of foods. In addition to this more people are choosing pre-prepared foods which generally are not as nutrient dense. If we take a 1g per kilo of bodyweight as an average, a 70kg person would need 70g of protein, which is the equivalent of 12 eggs! For this reason, a good quality protein powder can help fill a gap.’
Dr Lee says it’s about aiming to balance the types of protein in our diet, from meat and fish, pulses, eggs and dairy. What if you’re vegetarian or vegan? ‘The BNF are keen to stress that we need to focus on getting protein from a wide range of sources – not just meat – including beans, lentils and chickpeas, which are low in saturated fat and high in health-giving fibre. Plus, eating a large variety of protein ensures we get a full complement of amino acids. It also means we obtain specific health benefits from different foods. For example, oily fish are not only high in protein but also high in omega-3 fats, and dairy products are a great source of calcium.’
‘Amino acids in proteins are the building blocks to so many processes in our bodies, not just to replenish muscles,’ adds Beckford. ‘They’re essential for hormone production, synthesis of neurotransmitters and healthy hair, skin and nails, to name just a few. A wholefood organic protein source is also a great option to keep you fuller for longer. You may eat enough protein in your diet already and may not need to increase it, but I think most people could switch a few processed carbs for a clean organic protein source to create a more nutritious food source.’
Restrictive diets
There are many reasons why we may find protein tricky in our diets. Dr Lee lists vegetarians, vegans, dairy-free, lactose-free, anyone trying to lose weight by skipping meals or only eating low-calorie meals or small portions, or using weight loss medications ‘all more at risk of protein deficiency.’
The increase in use of weight-loss drugs certainly seems to be one of the reasons we’re seeing a trend for brands bumping the protein content of their products. When your appetite switch is effectively turned off as it is through GLP-1 receptor agonists used in drugs like Ozempic, it’s more likely you won’t be getting all the nutrients you’re used to, simply because you’re eating less. Reaching for protein-rich foods is a good way to address that.
Plus, ‘Protein is more satiating than carbohydrates or fats, helping people feel full for longer,’ says Herman. ‘This aligns with current public health messages around managing obesity and curbing snacking.’
There are other groups that may be prone to protein-deficiency. ‘Those with medical conditions such as kidney and liver disease, cancer and cancer treatments, peritonitis and surgery can all affect the metabolism of protein,’ says Dr Lee.
‘Those with kidney or liver disease may be advised to restrict the amount of protein in their diet, whilst those in the other categories will need to increase it. If you’re pregnant or breastfeeding, the metabolic demands on you require additional dietary protein. Meanwhile, most UK children under 5 are getting adequate protein in their diet, but the NHS does recognise them as a potential at-risk group.’
It’s a complex issue in children, as Dr Lee explains: ‘Having too much protein in early childhood appears to increase the risk of childhood obesity.’
Further studies may also shed more light on protein and aging. ‘In a 2020 study from North Yorkshire of the dietary intake of a group of people aged 65-89, only 35% were meeting the current national recommendations for daily protein intake,’ says Dr Lee.
‘In fact, specialists in elderly care believe older people need a higher protein intake of 1.20g/kg/day to maintain their health. This should be spread throughout the day as 3 meals a day to stimulate protein synthesis across the 12-hour day. Obesity coupled with a low protein intake leads to sarcopenia – loss of muscle/body tissues – which increases the risk of cardiovascular disease, frailty and falls.’
Muscle-building
Indeed, aging seems to be one of the main reasons behind the popularity to prioritise protein in our diets. Fields says, ‘The current interest in protein partly comes from trends around fitness and anti-ageing, as protein supports muscle maintenance and repair. Brands add protein to products to appeal to consumers looking for convenient ways to boost intake.’
Hillard says, ‘There are groups that can benefit from more protein. Older adults, those following restrictive diets like veganism, or people recovering from illness may not be getting quite enough for what their body truly needs — especially when it comes to maintaining muscle or supporting recovery.’
‘There are times when your body needs a little more protein than usual,’ she continues, ‘especially during periods of increased activity, illness recovery, muscle building, or even weight loss. Protein plays a key role in everything from keeping you feeling full between meals to helping your muscles recover after a workout. If you’re upping your training or trying to tone up, including more protein in your routine is essential — and something like the Warrior Creatine Protein Bar (Available to buy from teamwarrior.com, RRP £11.99) is a great option, combining high-quality protein with added creatine to support both recovery and performance in one easy snack.’
‘There's growing evidence that a higher protein intake can help preserve lean muscle in older adults, which may contribute to longevity and physical independence,’ adds Herman. ‘The rise of gym culture, social media fitness influencers, and wearable trackers has promoted the belief that more protein equals more muscle, regardless of actual training load.’
Myths busted
Dr Lee agrees that athletes or those doing rigorous sports training can need increased protein to enable frequent muscle growth and repair. Yet, ‘Myths about protein abound,’ she says. ‘Things like: "Plant protein is inferior to meat protein," "You need to eat protein after a workout", and "Eating protein automatically increases muscle mass" are very common online. Yet none of these statements are true – they are designed to make people part with their money!
‘It’s all too common for people to get poor advice,’ she continues. ‘Take the case of Pramod Kumar, who started having protein shakes at the gym on the advice of his personal trainer. He developed abdominal pain and was found to have liver and kidney disease. In fact, these protein supplements were fake products; the code and expiry date on the pack had been scratched off, and they were from an unregulated source. He felt he had been poisoned.
‘In fact, a study of 36 brands of protein powders found that 70% were incorrectly labelled and 14% contained toxins. Food supplements are not regulated in the same way as medicines. Some have been found to contain fungal toxins, pesticides and heavy metals.
‘But even those taking ‘correct’ protein supplements can have health issues if they persistently ingest excess protein. The human body can only process a certain amount of protein before it starts to feel the strain.’
Dr Lee says consuming too much protein leads to adverse outcomes. Data from a 2013 medical review of 32 studies of those consuming more than 0.8 mg of protein/kg/day concluded that an excess of protein in the diet resulted problems including kidney stones, increased risk of bowel cancer (through red meat intake specifically) and liver damage amongst other issues.
However, Herman says new research suggests that there is no upper limit on protein consumption, although ‘other research also highlights that those with pre-existing kidney conditions should monitor protein consumption and poor quality protein can cause GI issues and bloating.’
Clearly there is still debate amongst the health community about protein, its pros and cons, especially when it comes to supplementation.
Anti-ageing
So what’s the deal when it comes to anti-ageing? ‘Collagen is a huge topic at the moment, along with a protein obsession, and obviously this society is petrified of wrinkles and aging naturally, so we’re looking to every option possible!’ says Beckford.
‘Studies do show that as we age, protein synthesis decreases, collagen production decreases and metabolism decreases so increasing muscle percentage in the body and taking sufficient food quality protein can help support these issues.’
Dr Lee begs to differ. ‘There's no suggestion that eating more protein will help stop ageing. However, having too little protein in the diet of older people does contribute to sarcopenia.’
Britzke says focusing on protein is a good approach to slowing aging. ‘The body needs proteins for hormone production as well as for skin health, gut health, and immune function. All of these systems are connected, and they can influence how we age from the inside and outside.’
Hillard agrees: ‘Protein is key in supporting healthy aging. As we get older, we naturally lose muscle – which can lead to reduced strength, slower recovery, and increased risk of injury. Getting enough protein helps slow down that muscle loss and supports overall mobility and energy. Including protein in every meal and snack is a simple trick for staying strong and active later in life.’
What about when it comes to mortality rather than specifically trying to slow the effects of aging? ‘Research studies have examined the link between protein intake and mortality,’ says Dr Lee.
‘In a 2014 study of diabetic patients aged over 50, those with the lowest protein intake (<10% of their calories from protein) had the lowest risk of cancer and diabetes-related mortality. When the authors looked at the youngest and oldest participants, the 50-65-year-olds with the highest protein intake had the highest cancer and diabetes-related mortality. But in those aged 66 and older, the higher protein intake had the lowest cancer and diabetes related mortality. It seems that a low protein intake is needed in the younger age group to help prevent the development of cancer, and the older age group need a higher protein intake than younger people to stay healthy.’
Then there’s the fascinating case of the inhabitants of Japanese island Okinawa, studied because it has one of the highest numbers of centenarians in the world. ‘The Okinawan diet results in 9% of energy from protein and 85% from carbohydrates,’ explains Dr Lee.
‘In addition, their calorie intake is low – only 83% of the average Japanese intake – which supports the current findings in animal studies, that calorie restriction is linked to longevity. In Okinawa, the diet is root vegetables and green leafy vegetables, soy, and only small amounts of fish and meat.’
So, the type of protein you eat seems to have in important effect. ‘Other studies have shown that animal proteins increase mortality risk, whereas plant proteins lower it,’ says Dr Lee. ‘A high consumption of red meat increases the risk of cardiovascular and other chronic diseases, including diabetes.
Keeping it in check
It seems it’s all about balance after all! ‘Portion size is vital – your protein source should fit into the palm of your hand! We should not be eating any more than 70g of red meat per day,’ says Dr Lee.
‘Just swapping one meat meal per week for a plant-based alternative has significant health benefits. In one 2023 study of over 500,000 participants followed up for 19 years, replacing one serving of meat with a serving of wholegrains reduced the risk of heart disease by 36%!’
‘So, too much protein in the diet is not a good thing,’ continues Dr Lee. ‘Many weight loss specialists advocate high protein intake as an adjunct to weight loss. However, some long-term observational studies and various randomised controlled trials (the gold standard) have shown that a high-protein diet may result in weight gain, obesity, and an increased risk of cardiovascular disease. To stay in good health, what we need after all – is a conventional balanced diet.’
Hillard says, ‘Yes, it is possible to have too much protein. For most people, adding a bit more to your day isn’t a problem especially for active people, it’s often a good idea. But if you’re doubling up on shakes, bars, protein-packed meals, and not balancing it with other nutrients like fibre, water, and healthy fats, you might start to feel a bit off. Bloating, and sluggish digestion can be signs you’re overdoing it. The key to staying healthy is to maintain balance throughout your diet, knowing your needs and choosing trusted, well-formulated products that support your goals without going overboard.’
Beckford adds, ‘I think a protein supplement, organic and wholefood is an incredibly easy way to add a nourishment to your diet. We all live demanding, fast-paced lifestyles and it’s so difficult to make the time to eat, balanced, nutritious, organic, wholefood food for every meal – and often expensive. We have so many demands on us, and most don’t have the luxury of time or money to focus on it. This is where high quality supplements and ‘protein’ powders can be very useful, but please do read the ingredients as so many are full of such negative nutrition.’
Fields agrees: ‘It is best to focus on a balanced diet that includes protein from a variety of sources rather than relying on high-protein products alone. Moderation is key, and if someone is considering increasing protein significantly, it’s wise to speak with a healthcare professional.’
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