411
Are We Overdosing on Protein? The Truth Behind the High-Protein Food Craze

The obsession with high-protein products has reached a new level, with breakfast cereals, desserts, and even coffee drinks now boasting their protein-packed credentials. But do we really need all this extra protein, or is it just clever marketing?
The Rise of the High-Protein Food Industry
Protein-enriched foods have become big business, with the UK’s market value soaring from £205m in 2023 to £235m in 2024. Globally, protein supplements were worth $28bn in 2024 and are expected to hit $30bn in 2025. The demand is largely driven by social media trends, gym culture, and a growing emphasis on health-conscious eating.
Even traditional staples like Weetabix have joined the craze, introducing Weetabix Protein—a move that has left many wondering if we’ve taken things too far.
Do We Really Need More Protein?
According to dietary guidelines, the average daily protein requirement is:
- Men: 56g per day
- Women: 45g per day
- Older adults (65+): 1g per kg of body weight
- Athletes or muscle-building individuals: 90-150g per day
However, most people already consume more than enough protein through regular diets. Studies show that:
- The average UK man consumes 85g daily (30g more than needed).
- The average UK woman consumes 67g daily (22g more than needed).
- Americans consume nearly double their recommended intake.
The Hidden Risks of Excess Protein
While protein is essential for muscle repair and overall health, too much of it may have negative effects:
- Kidney strain: Excess protein can overwork the kidneys, increasing the risk of kidney stones.
- Weight gain: Many protein shakes and bars are high in calories and sugar, leading to unwanted weight gain.
- Ultra-processed foods: Many protein-enriched products contain additives, sweeteners, and unhealthy fats.
- Toxins in protein powders: Some supplements have been found to contain heavy metals like lead, arsenic, and cadmium, which pose health risks.
Is the Protein Hype Just Clever Marketing?
Experts suggest that many people fall for misleading marketing from fitness influencers and brands pushing protein-heavy products. Studies show that high-protein diets don’t significantly benefit casual exercisers, and only elite athletes may see a slight improvement in muscle mass.
Meanwhile, other crucial nutrients like fibre—which plays a major role in gut health and heart disease prevention—are often overlooked. The UK’s average fibre intake is only 18g per day, far below the recommended 30g.
The Bottom Line: Balance Is Key
Rather than relying on expensive high-protein products, experts recommend getting protein from whole foods like eggs, lean meats, fish, dairy, legumes, and nuts. A balanced diet is far more beneficial than chasing protein trends promoted on social media.
So, before you grab that protein-packed cereal or shake, ask yourself: Do I really need it, or is it just another food fad?
Follow Joburg ETC on Facebook, Twitter , TikTok and Instagram
For more News in Johannesburg, visit joburgetc.com
Source: Independent newspaper