If there’s one piece of nutritional advice that seems to be set in stone, it’s that we need to eat more protein. According to a report, more than 60 per cent of us are actively trying to eat more. As it can be unappetising (and for some, abhorrent) to scoff down three chicken breasts for breakfast, some food companies have spotted a way to help out: protein shakes, bars and supplementation in our regular food. There is even bottled water that claims to have “added protein”. 

The result is that the global protein market is expected to rise by nearly 6 per cent to reach $7bn, according to a report by Fortune Business Insights. 

The boom comes from the popularity of keto and other low carbohydrate diets. But the question is do we really need that much protein, or is it all just a marketing opportunity? 

In the UK, the Reference Nutrient Intake (RNI) recommends 0.75g of protein per kg of body weight per day for average-weight adults, which equates to about 56g/day for men and about 45g/day for women.

According to the British Nutrition Foundation, average intake for adults is already above the guidelines, including vegetarians and vegans. Meanwhile, in the US, average protein consumption, according to consumer research firm The Hartman Group, is reported to be twice the recommended amount.

There is about 54g of protein in a chicken breast, 20g in a serving of Greek yoghurt, 18g in a portion of lentils and 12g in two eggs. It seems like, with a healthy, balanced diet, we should be able to get enough without the extra shakes and protein snacks. 

“The first thing you need to establish is if you actually need to increase your daily protein intake via a synthetic product such as a protein bar or protein shake or if you can sufficiently hit a protein goal via single ingredient wholefoods,” says nutritionist Stuart Jack, despite being the co-founder of the protein supplement brand Musclemary.

Some people need more protein because they are every active, or older,” explains nutrition therapist Ian Marber. “Muscle mass reduces as we age and to maintain that we need protein.” While some foods with added protein, such as some cereals, can seem like gimmicks, for those who really do have additional needs they can be helpful. “For someone who is older or unwell, who may have reduced appetite, getting fibre and protein in something like Weetabix Protein, which comes with added protein, is a huge bonus for them,” Marber says. 

Nutritionist Emma Bardwell, who specialises in perimenopausal and menopausal women’s health, also thinks the guidelines are too low for many midlife women. “To optimise health, perimenopausal women should be looking at around 1.2g of protein per kg of body weight, possibly more (1.4-2g) if they work out a lot, have a physically demanding job or have recently been ill. So, a 70kg woman needs approximately 70-100g of protein spread out across the day as we can’t break down large amounts (more than 40g) in one go.” 

Willow Grace Lowry, 51, from Wimbledon, says she started using a protein shake after seeing a nutritionist who recommended she increased her protein to help lose weight. “I found hitting the protein target quite hard with just food – it is possible, but it’s a lot of cottage cheese. I find this really helps to fill me up and so I snack less.”  

Can it help us lose weight?

Weight loss is one of the main reasons people are attracted to added protein. “Due to the thermal effect of feeding, as the body burns a significant proportion of the calories during digestion, and due to its satiating effect, protein keeps individuals fuller for longer and therefore less likely to consume additional calories,” says Jack. 

Several short-term studies have found that high protein, low carbohydrate diets can help with weight loss, help to preserve lean muscle and satisfy hunger. “I often get clients to start the day with a protein-based breakfast – it can be a game-changer for weight management,” Bardwell adds. 

But Marber warns that too much protein, without increased exercise, “can be just calories.” This is something interior designer Davina Turner, 45, found: “While I was in an intense gym phase and lifting heavy weights, the protein shakes definitely helped; but when I eased off the exercise, I found they were too many calories for my needs.”