Our growing fascination with protein has transformed it from a niche topic within fitness circles to a fully-fledged mainstream phenomenon. It seems that, everywhere you turn, you’re bombarded with people praising the benefits of protein – whether for muscle building or weight loss – as well as a multitude of high-protein products promising to overhaul your diet. Protein has permeated multiple aspects of our daily lives and the global protein market is currently valued at $27.5 billion and is expected to grow to almost double that by 2030.

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Social media has had a big part to play in the protein trend’s ascent, with hashtags like #protein and #proteinshake boasting millions of posts as influencers clamber to share their recipes, routines and meal prep ideas. Google searches for “high-protein diet” and “best protein supplements” have seen a substantial increase year over year, and views to protein content on the Good Food website are up 34% on 2023.

From gym culture to everyday snacking, the demand for protein has shifted from a specialised focus to an overall health-orientated movement, with consumers of all types embracing protein’s benefits.

Protein

When and why did the protein trend start?

It’s difficult to pin down exactly when we all became obsessed with protein. Some might say it all began in the 60s when we began demonising carbs and fat, or in the 1980s where body building culture, with figures like Arnold Schwarzenegger, bought attention to protein as a nutrient for muscle growth and performance. Then there was the Atkins diet of the late 90s, and paleo and keto diets in the 2010s that all promoted higher protein intake.

As the years went on, and we all became more focused on our general health, protein was seen as the vital macronutrient that would make or break our workouts and weight loss. And with that, food manufacturers responded with an influx of products with extra protein, such as snack bars, shakes, yoghurts and cereals. These have served as the perfect storm to fuel our growing obsession.

What is protein?

Protein is extremely important. It’s one of the three essential macronutrients that the body needs to function properly – alongside fat and carbohydrates. It is made from amino acids (there are nine essential ones that the body needs), but must be obtained through diet. Your body breaks down protein-rich foods, and they’re then used in various critical functions from muscle repair to immune support.

“Protein is slow digesting, so it provides us with energy and keeps us feeling fuller for longer, but also plays a key role in building and maintaining muscle, keeping our bones healthy and helping with weight management. If we’re getting a good source of protein in each of our meals and snacks, that’s a good thing,” says registered nutritionist Jemma Joel.

Protein is also vital for repairing and building muscle tissue, especially after exercise and injury, hence why it’s so popular with athletes. It helps with enzyme production, which play an essential role in digestion, metabolism and other bodily processes. Protein can also help with hormonal balance, including insulin, which helps to regulate blood sugar, form antibodies that fight off infections, and provide cellular structure and support.

Protein-rich foods include:

  • Lean meats – chicken breast, pork chop, beef steak, lamb chop
  • Fish – tuna, salmon, cod, mackerel
  • Seafood – crab, mussels, prawns
  • Eggs
  • Dairy – milk, cheese, yoghurt, cottage cheese
  • Pulses – lentils, chickpeas
  • Beans – tofu, kidney beans, baked beans
  • Nuts – almonds, walnuts, hazelnuts
Steak with asparagus and tomatoes

How much protein do we need, and are we consuming too much?

According to the British Nutrition Foundation (BNF), most adults need around 0.75g of protein per kilo of body weight per day. However, as you get older, have an illness, or if you have fitness goals such as muscle building, it’s more than likely you’ll need to up this amount.

However, globally we’re consuming more protein than ever before – and maybe a little too much. Survey data found that American men are consuming 31% more than the recommended allowance, while in the UK on average men are eating around 51% more and women 49% more protein than they should be.

But like any nutrient, you can have too much of a good thing, according to Joel, and consuming too much protein, especially at the expense of other nutrients can be damaging to your health.

“Excess protein will be used for energy or may end up being excreted in urine as excess amino acids can’t be stored in the body,” explains Joel. While this might sound relatively harmless, it runs the risk of damaging your kidneys, as they have to work harder to try and filter and remove the protein waste from your body.

A Harvard health study also found that high protein diets cause a higher risk of kidney stones, while excess red meat and higher amounts of saturated fat might lead to an increased risk of heart disease and colon cancer.

And if you’re eating protein to aid with weight loss, eating too much can cause the opposite effect as, when your body doesn’t need protein for tissue repair, it’ll use it for energy or store it as fat.

“This is why energy balance is so important when creating our meals and snacks throughout the day, ensuring we’re getting a variety of nutrients without overdoing it,” stresses Joel.

What’s the future for protein?

So where could the protein trend go next? It certainly shows no signs of slowing down, but with a growing focus on sustainability, and more and more innovation in food technology, the protein we eat could look a lot different in the not-so-distant future.

Lab-grown meat is already a reality, and precision fermentation could create things like animal-free dairy products. Alternative protein sources like insects, algae and seaweed could become even more mainstream.

We’ll also no doubt continue to see the growth of protein cropping up in more mainstream food categories. Could we also see a protein-infused water? But we need to be careful: while ensuring you’re eating enough protein is a good thing, we run the risk of demonising other food groups, with macronutrients like carbohydrates receiving a bad rep more than ever before.

“Our love for protein can demonise things like carbs, which are still a macronutrient, so we need these in large amounts for good health,” says Joel. “Especially as they are a main source of fuel for our brain. Fibre is also king and doesn’t get the attention it deserves.”

As usual in life, moderation is the key so be sure to get the balance right.

Further reading:

How much protein to build muscle?
Protein and carbs – get the balance right
What are high-protein diets?
High-protein vegan meals


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All health content on goodfood.com is provided for general information only, and should not be treated as a substitute for the medical advice of your own doctor or any other healthcare professional. If you have any concerns about your general health, you should contact your local healthcare provider. See our website terms and conditions for more information.

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