Protein is having its moment: From grocery store shelves to Instagram feeds, high-protein foods are everywhere. Food labels shout their protein content in bold, oversized fonts, while social media overflows with recipes promising to pack more protein into your favourite dishes.
And according to the International Food Information Council’s Food and Health Survey, “high protein” topped the list of popular eating patterns in 2024. But does the hype match the science?
Yes and no.
Protein is essential to good health and boosting protein intake can support healthy aging and fitness goals, but the rush to pile on grams — often driven by marketing more than medical need — raises questions. How much do you really need? Can you overdo it? What’s the best source of protein?
This article breaks down the facts, debunks common myths and answers the most pressing questions about protein today.
What is dietary protein and why do we need it?
Protein is one of the three essential macronutrients your body needs in large amounts, alongside carbohydrates and fats. While carbs and fats are primarily used for energy, protein plays a more structural and functional role. It helps build and repair tissues, supports immune health and produces enzymes, hormones and other vital molecules.
Proteins are made of amino acids. Your body can make some amino acids, but nine must come from food. These are called essential amino acids. That’s why protein is a daily dietary requirement, not just a delicious post-workout bonus.
Unlike fat and carbohydrates, which the body can store for later use, protein doesn’t have a dedicated storage system. That means you need to replenish it regularly. In extreme situations — like prolonged fasting or severe illness — your body will break down its own muscle to release amino acids for energy and repair. It’s a last-resort mechanism that underscores just how essential protein is for survival.
How much protein do people need?
The amount of protein an individual needs to consume each day may vary based on age, physical activity levels and the presence of health conditions. However, the recommended dietary allowance (RDA) for daily protein intake is the same for almost everyone: 0.8 grams of protein per kilogram of body weight per day (g/kg/d).
For example, a woman weighing 65 kilograms should aim to consume approximately 52 grams of protein daily.
An important caveat is that the RDA is set to prevent protein deficiency, not to promote optimal health. Older adults who have a reduced ability to utilize the nutrients they consume, athletes whose bodies need more substrate for tissue growth and repair, and pregnant or breastfeeding individuals whose protein intake is shared with another being, often need more protein. Sometimes as much as 1.2 to 2 grams per kilogram of body weight. Therefore, an older person of the same body mass (65 kilograms) might need between 78 g and 130 g of protein daily, far exceeding the RDA.
Is there such a thing as too much protein?
While several expert groups agree that consuming more protein can be beneficial in certain situations — particularly for older adults — there is probably little to no advantage in consuming protein amounts exceeding two grams per kilogram per day.
The good news is that if you are generally healthy, increasing your protein intake will not shorten your lifespan, cause your kidneys to fail, give you cancer or lead to bone loss.
When should I consume my protein?
A prominent social media influencer recently claimed that post-menopausal women must consume protein within a very short window (~45 minutes) after exercise, or any benefits from exercise will quickly dissipate and they will lose all their muscle. This is absolutely not the case.
The idea of an “anabolic window” — a brief period after exercise when recovering muscles make the best use of protein — has long been debunked. Perhaps more accurately described as a garage door rather than an anabolic window, there is a generous period of at least 24 hours to consume protein after exercise.
This means your muscles remain sensitive to the muscle-building effects of protein for a long time after exercise. So, focusing your efforts on consuming enough protein each day is much more important than stressing about guzzling your protein shake in the changing room immediately following your workout.
As long as you’re eating enough protein each day, feel free to consume it on a schedule that fits your daily routine.
But if increasing the amount of protein that you eat at each meal helps you feel fuller and curb your appetite, you may be a little less likely to overeat or indulge in sweet treats.
And with the increasing off-label use of Type 2 diabetes medications such as GLP-1 agonists, which significantly reduce appetite, putting protein on your plate first might — and it’s a considerable might — help slow muscle loss that accompanies this drastic weight loss. However, this is rather speculative, and resistance exercise will probably be your best option for slowing muscle loss while on these medications.
Read more: Preserving muscle with GLP-1 weight loss drugs: Big deal or nothing to worry about?
Are all proteins created equal?
Protein is found in a wide variety of foods, from animal sources such as meat, fish, eggs and dairy to plant-based options like legumes, soy products, whole grains, nuts, seeds and even some vegetables. Protein is also widely available as a nutritional supplement, with whey, casein and collagen being among some of the most popular options.
Animal-based proteins are often touted by many online as superior, especially when it comes to supporting muscle growth, but the reality of protein quality is more nuanced.
Animal proteins often contain more of the essential amino acids and are more bioavailable, meaning they are easier for the body to absorb and use. However, a well-planned plant-based diet can also supply all the essential amino acids the body needs — it just takes a bit more variety and intention.
If that wasn’t enough, and you find yourself trying to wrap your head around food labelling, you’re not the only one. When it comes to high-protein products seen all over the grocery store, meat, dairy, shakes and bars are no longer the only options. Now, consumers are bombarded with high-protein popcorn, chips and even candy. Most of these, like diets promoted by influencers, are unnecessary “health halo” gimmicks.
My advice would be to follow a varied, whole-food, protein-forward diet — much like the dietary guidelines. And whatever your preferred protein source — animal- or plant-based — fill about a quarter of your plate or bowl at breakfast, lunch and dinner.
This approach will greatly support your overall health, especially when combined with a diverse diet rich in fruits, vegetables and whole grains, along with regular physical activity.
Read more: Nutrition and healthy aging: The role of protein quality in combatting muscle loss
The bottom line is that protein is an essential nutrient, and consuming enough of it daily is crucial for maintaining good health. But meeting your body’s protein needs doesn’t need to be complicated.
James McKendry receives funding from The University of British Columbia and The Natural Sciences and Engineering Research Council (NSERC) of Canada
This article was originally published on The Conversation. Read the original article.
