Has our protein obsession gone too far?

Walk into any supermarket today and it feels like the entire food aisle has enrolled in CrossFit. Protein is everywhere. You can now buy high-protein bagels, protein-fortified yogurts, protein cereals, even protein chocolate bars.

Over on TikTok, people are making 'protein bread' out of tuna and eggs. There’s probably a protein version of your favourite snack lurking just one aisle over. It’s no longer just for gym bunnies either, the word 'protein' has become a halo health claim.

But how much of this is hype? And could we be doing more harm than good by chasing higher and higher grams?

Who’s already hitting the mark

UK guidelines put protein needs at roughly 0.75g per kilogram body weight for sedentary adults – about 56g for men and 45g for women daily. However, the most recent National Diet and Nutrition Survey shows that we’re generally overshooting that: the average man consumes 87.4g, and the average woman 66.6g.

Rob Hobson, registered nutritionist and author of Unprocess Your Life, insists that this is partly down to the fact that many of us are falling into the trap of misunderstanding what protein can (and cannot) deliver.

“Protein has almost become shorthand for ‘good health’,” says Hobson. “It’s added to everything from breakfast cereals and yogurts to snack bars and bottled drinks – but not all these foods are inherently good for us.”

Many of these products are ultra-processed and deliver very little beyond the protein itself, often with added sugars, sweeteners or other additives. Both the protein overload and the additives can lead to notable side-effects.

These concerns have become a key element in fitness guru Joe Wicks’ latest health campaign. In a recent TV show, Joe Wicks: Licensed to Kill, he and Dr Chris van Tulleken created a deliberately hyper-processed protein bar – dubbed the 'Killer Bar' – to expose how easily ultra-processed foods (UPFs) can be marketed as 'healthy.'

Wicks’s message is blunt: “Protein has become this thing that’s in everything – yogurts, crisps, chocolate bars. But so many of them have additives, chemicals, sweeteners, gums, emulsifiers … It’s basically all chemicals, just powders. There’s no food in it.” he told The Standard.

The Killer Bar is made from 96 ingredients – many of which have been controversially linked to gut or metabolic risks though within legal limits. Wicks argues that the fact it can be marketed as a 'health bar' is proof that regulatory loopholes persist. While some nutritionists caution that Wicks’ presentation oversimplifies a nuanced issue, his stunt has reignited conversation about ingredient transparency, food marketing and how 'healthier' claims can mislead.

The risks of protein overload

As a fitness writer for more than 30 years I’ve seen first-hand how so many have bought into the belief that protein is the magic bullet for muscle growth or fat loss. But when you’re admiring athletes or aspiring to that cover model physique, you need to remember that these outcomes are mainly down to a combination of factors like structured training, calorie balance, sleep and recovery – not just drinking protein shakes.

“Protein is important, but it shouldn’t crowd out other aspects of the diet or lifestyle,” says Rob Hobson. “Balance and variety are key to getting it right.” Overconsuming protein is not without a downside. Health conditions linked to overdoing your protein fix can include:

• Strain on kidneys – if you already have impaired renal function, the extra load may exacerbate problems.
• Reduced intake of other nutrients – if you crowd your diet with protein-enhanced bars, shakes or meat, you may push out fibre, antioxidants, good fats and micronutrients found in vegetables, wholegrains, fruits and legumes.
• Link to processed-meat risks – Red and processed meats in high amounts are associated with higher risks of colorectal cancer and heart disease. Rob Hobson warns against over-reliance on sausages, bacon, burgers and similar processed protein sources.
• Digestive stress – ultra-processed protein foods often include additives, emulsifiers, sweeteners, gums and thickeners, which may disrupt the gut environment and promote inflammation.

When extra protein is useful

That said, there are times when upping protein makes sense. In these cases, the extra protein helps maintain lean mass, supports recovery and can bolster immune and metabolic health. Still, 'extra' doesn’t always need to mean massive. Protein intake can help with:

• Muscle-building or strength training – to provide the amino acids needed for repair and growth.
• Recovery from illness, surgery or injury – to help rebuild tissue.
• Pregnancy, lactation or older age – when requirements rise or dieticians advise it.
• Plant-based diets – where some sources may have lower digestibility or incomplete amino acid profiles.

Certain populations are more vulnerable to protein shortfalls, such as post-menopausal women, people over 50, breastfeeding mothers and those on GLP-1 medications (widely used for weight-loss). “If your appetite drops, you’re less likely to hit your protein needs. That’s when muscle mass declines,” says Dr Rupy Aujla, author of Healthy High Protein.

How to create protein-balanced meals

Striking a balance is key. Studies suggest that around 1.2-1.6g per kg of bodyweight is adequate for many who are resistance training or otherwise active. Going well above that puts you at risk of diminishing returns. One practical rule-of-thumb: aim for 25g per meal for most people, though very active individuals might push closer to 35-40g. That’s exactly the system Dr Rupy uses.

“I follow a really simple formula when I think about meals,” Dr Rupy explains. “What’s the core protein source? What’s the plant-based partner? And what’s the topper? That way, it becomes easier to hit your daily target. Most people should aim for around 25g of protein per meal. I personally need closer to 35-40 g, and this method helps me get there.”

And for those of us exercising in the gym, running, swimming, cycling or taking part in team sports and then reaching for a protein shake post-workout, Dr Rupy’s advice is straightforward. “If you use a protein powder, pick a clean, unflavoured, third-party-tested blend with minimal ingredients (pea plus rice is one he favours). And always use it as a top-up, not your foundation.”

Dr Rupy is wary that a purge of protein comes with its own health risks. It’s still critical we get this message out – protein is the foundation. Get it right, and everything else – from your gut to your brain – works better.” That, according to Dr Rupy, means a meal structure that encourages balance (protein + plants + healthy fats) and prevents protein from hijacking the plate.

1. Start with whole foods. Eggs, fish, lean meat, dairy, tofu, pulses, tempeh, legumes, dairy alternatives – these offer protein woven in with fibre, vitamins, minerals and phytonutrients.
2. Distribute intelligently. Use Dr Rupy’s “core + plant partner + topper” model to aim for 25-40g per meal depending on your activity level.
3. Use powders or bars sparingly. Reserve them for convenience moments, post-exercise boosts or occasional gaps – but don’t let them be your default.
4. Vary your sources. Rotate animal, plant, dairy and legume proteins to get a complementary amino acid spectrum and reduce exposure to any one risk.
5. Watch the rest of your diet. If you load up on protein powders, but skimp on vegetables, fibre, healthy fats and moderation of sugars/salts, your diet becomes unbalanced.
6. Mind recovery and training. Without good sleep, rest, progressive resistance exercise and proper calorie balance, extra protein won’t translate into extra muscle or body recomposition.

Rob Hobson’s reminder bears repeating: “Protein is important, but it shouldn’t crowd out other aspects of the diet or lifestyle. Balance and variety are the key to getting it right.”

So next time you see a 'protein-fortified' snack, ask: is it real food or just a powdered promise? If you use it, fine – just don’t let it eclipse the fundamentals. The secret to protein is not more – it’s better.