Why are we all so obsessed with protein?

Walk down any supermarket aisle and it’s hard to miss: protein pasta, protein yoghurt, protein brownies—even protein water.  

What was once the domain of gym enthusiasts has now become a full-blown mainstream fixation. But do we really need all this extra protein, or are we falling for clever marketing? 

According to Professor Lauren Ball from UQ’s Centre for Community Health and Wellbeing, the surge in protein‑labelled products reflects both consumer anxiety and commercial opportunity. 

“Protein has become the ‘nutrient of the moment’,” Professor Ball said.  

“People are genuinely interested in health, but they’re also very susceptible to messages that promise quick or easy benefits.” 

What does protein actually do?  

Protein is, undeniably, essential – it plays a role in muscle repair, immune function, and hormone production. 

Beyond building and maintaining muscle, protein can aid the body to recover from illness or injury, it can enable us to maintain strength as we age and it also contributes to us feeling satiated after eating.  

It’s a nutrient with wide-reaching effects, yet one where balance matters.  

“Muscles, immune cells, enzymes and hormones all depend on protein,” Professor Ball said. 

“Unlike fat and carbohydrate, the body does not keep a large reserve of protein, so we need a steady supply across the day.” 

Can you have too much protein? 

The short answer is yes. 

Many people consume more protein than they need and it’s important to note that extra protein doesn’t automatically become muscle - it needs to be paired with resistance training. 

“Without this, very high intakes can replace other foods and can increase overall energy intake,” Professor Ball said.   

“The issue with this isn’t toxicity, but displacement: eating large amounts of protein often reduces how much room is left for fruits, vegetables, wholegrains and other nutrient-rich foods that support long‑term health.” 

Can you have too little protein? 

While true protein deficiency is rare in Australia among young and middle-aged adults, it’s not unheard of. 

“Too little protein can mean muscle loss, reduced physical function and slower recovery from illness,” Professor Ball said. 

“Those most at risk include older adults, people with very limited diets, and individuals experiencing food insecurity.  

“We know inadequate protein intake can have significant impacts on strength and muscle loss, reduced physical function and mobility and it can also result in slower recovery from illness – particularly in older people. 

“So it’s important to get the balance of protein in your diet right.” 

Are protein bars and similar products the answer?  

Protein bars, fortified snacks and protein-enhanced versions of everyday foods are now everywhere.  

While some of these foods can be convenient, others contain added sugars, refined starches and additives.  

Professor Ball explains these products stray far from whole food sources that naturally contain protein, fibre and beneficial nutrients. 

“Many of them are just processed foods wrapped in contemporary marketing and this ‘protein halo effect’ is pretty similar to the low‑fat trend we saw years ago,” Professor Ball said. 

"Most adults need about 0.8-1g of protein per kilogram body weight per day and many people achieve this amount without trying.  

Professor Ball recommends rather than aiming for higher, it can be useful to obtain protein from minimally processed foods.  

“The focus on diet should be around healthy dietary patterns rather than a specific fad diet,” Professor Ball explains 

“A varied diet built around whole foods will naturally provide what you need.” 

Is there a difference between animal and plant protein? 

Both animal and plant protein offer benefits, and Professor Ball advises neither needs to be excluded. 

“Animal proteins provide all essential amino acids in proportions efficiently used by the body,” Professor Ball said.  

 “However, some options such as processed or fatty meats, come with higher levels of saturated fat. 

“Plant proteins, by contrast, often contain fibre and other compounds beneficial for heart and metabolic health.” 

In practice, diets that contain both animal and plant proteins can support long-term health. 

Do I need to track my macros? 

For most people, the answer is no. 

“Macronutrients are nutrients needed in large amounts, such as carbohydrates, fats and proteins,” Professor Ball explains 

“Whereas micronutrients are vitamins and minerals required in smaller amounts, that are still essential for body processes.  

"Tracking every gram isn’t necessary for most individuals and may create more confusion than clarity. 

“A varied diet built from whole foods, including both plant foods and adequate protein sources usually provides a nourishing, healthy intake.”  

So, remind me again why are so obsessed with protein? 

Protein is vital—but the hype surrounding fortified foods often muddles the message. 

Between savvy marketing, wellness trends and the appeal of simple solutions, many consumers are reaching for products they might not need. 

Professor Ball’s advice brings the focus back to fundamentals. 

“Think about the quality of your whole diet, not just the amount of protein on the label,” she said. 

“Balanced eating, rather than nutrient obsession, remains the cornerstone of long-term health.”