The "high protein" craze: helpful or overhyped?

Protein has become one of the most talked-about nutrients in recent years. Walk into any supermarket and you’ll see foods and drinks labelled “high in protein”, including products you wouldn’t typically expect to contain protein, from chocolate bars and breakfast cereals to bread rolls (!).

But is there genuine value behind this high-protein trend, or is it simply a marketing tactic?

Why is protein important?

Protein plays an important role in almost every system in the body. It provides the building blocks, known as amino acids, needed to:

• Build and repair muscle tissue

• Support hormones

• Maintain immune function

• Support bone health

For active individuals, protein is especially important as training increases muscle breakdown. Consuming enough protein supports recovery, adaptation, and strength gains.

Protein is the most satiating out of the three macronutrients (carbohydrates, protein, fat), meaning it helps keep you fuller for longer. This can be particularly useful for body fat loss, where maintaining muscle mass while managing appetite is key.

How much protein do you need?

Protein needs vary depending on activity level, training volume, and goals. Rather than calculating protein as a percentage of total calories, it’s more effective to base intake on bodyweight. The recommended protein ranges are:

• Inactive or lightly active: 1.2–1.4 g/kg/day

• Moderately active: 1.4–1.8 g/kg/day

• Active / resistance training: 1.6–2.0 g/kg/day

• High training load or fat-loss phase: up to 2.0–2.2 g/kg/day

As an example, a moderately active female weighing 60kg should look to have between 84-108g of protein per day (1.4-1.8 x 60).

In the UK, most adults eat more protein than the minimum recommended amount. Groups that should worry most about eating enough protein are older adults, athletes, those trying to lose weight and vegans/vegetarians.

Protein distribution also matters. Spreading protein evenly across the day (such as every 3-5 hours), rather than consuming most of it in one meal, helps to maximise muscle protein synthesis (MPS, i.e., muscle gan). For most people, studies show that a serving of 20–25g of high-quality protein maximises MPS at rest, and 30–40g may be best after resistance training. After MPS reaches maximal stimulation, eating additional protein will not increase MPS any further.

Protein sources: animal vs plant

Protein is made up of amino acids. Of the 20 amino acids used by the body, 9 are essential, meaning we must obtain them from food.

• Animal-based proteins (meat, fish, eggs, dairy) are considered complete proteins, as they contain all essential amino acids.

• Plant-based proteins can be incomplete, but this doesn’t make them inferior. By combining different plant sources across the day, it’s possible to meet protein requirements. Notably, soy and pea protein are complete plant proteins.

High-quality protein sources include:

• Lean meats, poultry, fish

• Eggs and dairy (especially Greek yoghurt)

• Tofu, tempeh, legumes

• Quinoa, wholegrains

• Protein powder (whey or plant-based)

Whole foods should ideally form the foundation of your diet, but supplements such as protein powders can be useful when time, appetite, or access to protein-rich foods is limited.

Are high-protein products worth the hype?

Many products labelled “high protein” are simply ordinary foods with protein added, often at a higher cost. In some cases, they offer little nutritional advantage over whole-food alternatives.

While high-protein products can be convenient and helpful for people struggling to meet protein needs, they are not essential and do not automatically make a diet healthier.

Before buying products labelled as high protein, ask:

• How much protein does it actually provide per serving?

• Is it high in added sugars or ultra-processed ingredients?

• Could I get this protein from a food that naturally contains protein?

For many people, simple swaps are more effective and economical to meet protein needs. For example, choosing Greek yoghurt instead of natural yoghurt, or adding eggs, tofu or lean meat to meals.

Summary

Protein is an essential nutrient, but the source of protein in your diet doesn’t need to be extreme or expensive. If your diet already includes regular meals with quality protein sources, you’re likely doing just fine without buying into the high-protein marketing.

What matters most is that you are:

• Meeting your daily protein requirements consistently

• Spreading protein intake across the day - aim for 20-40g of protein per meal (3-5 meals per day).

• Prioritising whole-food, natural protein sources (lean meat, poultry, fish, tofu, dairy, eggs)