The hunger for protein is insatiable. Up to half of adults increased their protein intake last year, according to a national poll, while searches for high-protein foods on Ocado’s website have doubled since 2023.
If you’re looking for the ultimate protein-rich, muscle-building food – eggs are the ultimate option but recently cottage cheese, once associated with bland diets, has enjoyed a 97 per cent increase in demand thanks to its high protein, low fat content. Increasingly dominant is the protein label creep smattered all over the packaging of everything from yogurts to ice creams and even some confectionary, such as high-protein versions of Snickers and Mars.
The global protein bar market is projected to grow from £3.71 billion in 2022 to £5.6 billion by 2029, according to Fortune Business Insights.
As consumers wise up to the additives and fat content of many popular processed bars such as the tough-sounding Grenade Oreo bar which contains more fat than a Mars Bar, the next generation of “cleaner” protein snack products are gaining popularity. Roam, for example, produces a range of additive and preservative-free meat bars using grass-fed beef, free-range turkey and pork.
According to polling company Savanta, people are increasingly consuming protein in the belief it helps them stay healthy, increases their energy levels and keeps them fuller for longer, rather than purely for muscle building purposes.
What’s clear is that we’re in the grips of protein mania and many of us, men especially, are eating it at the exclusion of all else, egged on by macho celebrities like Joe Rogan and even former vegan Bear Grylls, who now eats mostly meat. It’s not unusual for protein fans to eat as many as many as 56 egg whites a day. But while the benefits of protein are well-reported, is it possible to have too much of a good thing?
How much protein do we really need?
Clare Thornton-Wood is a registered dietitian and spokesperson for the British Dietetic Association. She says that most average sized adults get enough protein from their normal diet.
“The recommendation is that most people need 0.75g of protein per kilogram of body weight,” she says. “Anyone over 50, however, should aim to consume around 1g per kilogram of body weight because absorption decreases with age. Anyone doing muscle strength building exercise should aim for between 1.2g and 2g per kg of bodyweight.”