Once exclusively the focus of gym-goers and bodybuilders, protein has gone mainstream — appearing in yoghurts, crisps and even cereal. But are our protein-packed habits actually good for us, or is it just clever marketing in an increasingly health-conscious society?
In the crisp, fluorescent-lit aisles of your local supermarket, nestled between gut-friendly kombucha and alternative milks, you’ll find them: protein bars boasting double-digit gram counts, breakfast cereals promising ‘gains’ and even ice cream fortified with the macronutrient once only taken by weightlifters and weary marathon runners.
The UK, it seems, is in the midst of a full-blown protein moment. Where ‘low-fat’ once ruled, and ‘gluten-free’ followed, ‘high protein’ is now at the forefront of wellness culture.
But what exactly are we all eating, and do we really need 20 grams of protein in our morning coffee?
“It’s become a wellness buzzword,” says Anna Markusson, clinical nutritionist at Bettervits. “Protein supports everything from muscle gain and hormone production to satiety, blood sugar balance and even hair and nail health.”
It’s not hard to see why #protein has become the slogan of social media, with 30.5 million posts on Instagram and more than 2.6 million videos on TikTok.
But there’s more to this protein fixation than just aesthetics. As Kerry Beeson, a nutritional therapist at Prep Kitchen, explains, “Unlike calories from carbs or fats, protein is less likely to be stored as body fat. It’s a macronutrient with a job to do — from rebuilding muscles to healing wounds and keeping you full.”
Indeed, protein’s satiety effect is one of its biggest selling points, especially in a culture that loves to snack. By reducing ghrelin (our hunger hormone) and increasing peptide YY (which makes us feel full), protein helps regulate appetite, making it a holy grail for those chasing weight loss without hunger pangs. It also has the highest thermic effect of food, meaning the body uses more energy just to digest it.
But here’s where it gets complicated.
Read more: ‘I tested top-selling protein powders — one tastes like a McDonald’s milkshake’
The problem with protein snacks
The latest wave of high-protein products doesn’t always come wrapped in smoked salmon or a hard-boiled egg. Often, they come in bar, shake or crisp form — ultra-processed and shelf-stable, designed for maximum convenience and Instagrammable macros.
And therein lies the paradox: by trying to eat ‘better’, we may be leaning on the very kinds of foods we’re also told to avoid.
“There’s a huge difference between whole food sources like fish, eggs, legumes or yoghurt and ‘high-protein’ snacks,” says Anna. “Many of the latter fall into the ultra-processed category — full of refined ingredients, additives or sweeteners.”
Ultra-processed foods (UPFs) have been under growing scrutiny for their links to cardiovascular disease, hypertension and even early death. Kerry notes, “UPFs are industrially manufactured products that often bear little resemblance to natural food. They give a short-term boost — through sugar, salt or caffeine — but this comes at the cost of long-term health.”
And still, the shelves groan under the weight of these bars. The question is: are they even that high in protein?
Read more: Protein powder can negatively impact women’s hormones — here’s what you need to know
When “high protein” is just marketing
In the UK and EU, for a food to be labelled ‘high in protein’, at least 20% of its calories must come from it. Some brands just about scrape by, using flashy packaging to do the rest of the heavy lifting.
“It’s important to check the label,” Anna warns. “Many products marketed as ‘high protein’ only just meet the minimum threshold. For example, a decent protein bar should provide at least 10–20 grams per serving. Bettervits bars, for instance, provide 20g per bar — and under 200 kcal — which is meaningful. But not all bars are created equal.”
Even meat, the poster child of protein, isn’t always straightforward. “People assume meat-based products are automatically high in protein,” says Nicolle Cucco, a registered dietitian at Muscle Booster, “but if it’s processed, the additives can dilute the quality. And the way you cook it can impact how much usable protein you get.”
Do we even need this much protein?
Here’s the reality check: the average adult only needs around 0.8g of protein per kilogram of body weight per day. That’s roughly 50-70g for most women — easily achievable through three meals and a few snacks.
Yet many active individuals now aim for 1.2-1.6g/kg, particularly if they’re trying to build muscle, are older or recovering from illness.
“Protein is important,” says Kerry, “but more isn’t always better. Balance matters.” It’s not just about the total daily count, but when and how we eat it.
A protein-rich breakfast, for example, has been shown to aid concentration, stabilise blood sugar and reduce cravings later in the day.
Read more: You’re probably not eating enough fibre — here’s why you need more
The rise of non-traditional protein sources
As Britain increasingly embraces flexitarian and plant-based eating, we’re beginning to explore protein beyond the butcher’s counter.
“Seeds are one of the healthiest and most affordable protein sources,” says Nicolle. “Pumpkin seeds, chia, even black beans — they’re full of fibre, good fats and micronutrients. You can add them to porridge, soups, salads. They’re versatile and naturally nutritious.”
And in the vegan world, getting all nine essential amino acids means smart pairing — think lentils with rice, or hummus with whole-grain pitta. “Combining plant proteins provides a complete amino acid profile,” says Anna. “It’s not difficult, but it does require some planning.”
Meanwhile, companies like Prep Kitchen are meeting demand with high-protein ready meals like Miso Salmon Poke Bowls or Chicken Tikka with 40g of protein, giving people the benefits of balanced meals, minus the prep.
Read more: High-protein veggie recipes from a celebrity chef
Protein as a status nutrient
Ultimately, protein’s meteoric rise may be as much about psychology as physiology. After all, eating protein has become a signifier of self-discipline, strength and a certain kind of lifestyle. It’s not just what you eat, but what it says about you.
Like carrying a reusable water bottle, eating protein now signals health-consciousness, organisation and possibly a gym membership you never use. It’s hard to imagine anyone 10 years ago bragging about how many grams of turkey they had at lunch. And yet, here we are.
But among all the powders, bars and pimped up bagels, the basics still hold. Eggs, lentils, yoghurt, fresh meat, a handful of pumpkin seeds — good, real food done simply, with the kind of quiet strength that doesn’t need a flashy wrapper.
Feature image: Canva/Freepik/brands
