Preoccupied with protein: Experts share concerns about new health craze
The internet has become obsessed with protein, but this new nutrition trend could be doing more harm than good.
It's time to whey the pros and cons of protein.
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If you are looking for yummy recipes, kitchen hacks or anything else food-related, TikTok is a seemingly never-ending source.
Especially when it comes to healthy, exercise or nutrition content.
First, there was sleepmaxxing, then looksmaxxing, and then fibremaxxing.
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The concept of superfoods is not new, but until very recently, fibre was in the spotlight.
Before we knew it, it was protein, protein, protein everywhere you looked.
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Influencers are pushing protein shakes, supplements, and bars; people are sharing "how to optimise protein intake"; and everyone is swapping every possible ingredient for cottage cheese.
The Drive with Rob and Roz even tried 'Proffee' (protein powder + coffee) in 2025, so you didn't have to.
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One recent study found that “U.S. meat consumption grew from 109 kg to 117 kg per capita between 2018 and 2023 and is projected to grow to 122 kg per capita in 2027.”
According to The Guardian, "Around half of all UK consumers are apparently seeking to add “extra protein” to their diets, according to market research from the cereal brand Weetabix – which has also cashed in on our hunger for protein."
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Weetabix Protein, a high-protein version of the classic wheat biscuit, and original Weetabix both come in a pack of 24.
However, Weetabix Protein costs 50p (between R10 - R11) more and is worth £-7 million (R155-million) in sales per year.
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As with all medical advice, tips or tricks, it's always important to consult a physician or your medical doctor before jumping on a trend.
And with this intense focus on protein once again born from and amplified by social media, but what do medical, nutrition and health experts say?
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The general consensus among these professionals is that you shouldn't believe everything you see on social media and that you should consult an expert to determine what works for your body.
Made up of long chains of molecules known as amino acids, it is a protein’s job to repair cells in our bodies, particularly after exercising.
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While protein, along with fat and carbohydrates, is key to keeping the body functioning properly, most people are likely consuming too much of it.
Food journalist Elizabeth Dunn spoke on the podcast 'Am I Doing It Wrong?' about concerns about excessive meat consumption and explained that high protein doesn't have to mean excessive meat.
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Dunn says, “What you don’t hear talked about a lot in those contexts is the downsides to eating a lot of meat. The data is very, very clear — I mean, like decades of large-scale, reputable studies that show that the higher in meat your diet is, the higher your chances are of getting cancer, of getting diabetes, of all-cause mortality — meaning just basically dying younger. So there really are pretty big health consequences to eating a very meat-heavy diet, especially a very red meat-heavy or processed meat-heavy diet.”
Another shocking development is that the protein trend has made meat sticks one of the fastest-growing snack categories in the USA, but excessive protein intake could lead to more serious consequences.
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Dunn also pointed out a very important fact about these meat sticks: "What really surprises me, especially because we’re in this very healthy, nutritious, conscious moment right now, is that people aren’t aware of the fact that processed meats are class one carcinogens — Group 1 carcinogens. So that’s a World Health Organization classification, and it means that we know that they cause cancer in humans."
Here's everything you need to know about protein and its consumption
How much protein do you need?
Protein is found in high quantities in foods like cheese, fish, meat, eggs, beans and legumes and in smaller quantities in pasta (roughly 3g/0.1oz per serving), milk (8g/0.3oz per cup) and peas (8g/0.3oz per cup)
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The World Health Organization recommends healthy adults eat 0.8g of protein per kg (0.01oz per lb) of their body weight every day.
Example: a person weighing 80kg (176lb) needs about 64g (2.3oz) of protein a day (about two chicken breasts).
The high-protein and the lower-protein foods add up, resulting in men and women eating, on average, 81g (2.9oz) of protein per day.
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For most people, this is at least 20 per cent beyond recommendations.
Groups that require more protein:
- Recommended amount for malnourished patients is between 1.2 - 1.5g per kg (0.02oz per lb) per day.
- Those over 65 need to increase intake to between 1.2 and 2g per kg (0.02–0.03oz per lb) of weight per day to help maintain all-important muscle.
- Athletes are often advised to follow high-protein diets, which often means eating more foods overall, not just protein drinks.
Athletes generally perform a lot of physical activity, which means they also need to consume a lot of food to ensure they stay in energy balance. Therefore, most already consume a lot of protein in their diet, which means that they generally don’t need to add more.
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Basically, unless you’re above 65 or have special circumstances, you’re probably getting more than your fair share.
What happens when you consume too much protein?
There is not much evidence currently showing what serious issues too much protein intake could cause.
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For instance, a high-protein diet has been linked to compromising kidney function only for people with underlying problems, according to Witard.
Increased protein intake could still have the following serious effects:
- Main risk is that this means compromising other macronutrients, especially in athletes.
- Eating too much protein, which is still calories: weight gain.
- Any excess protein you don’t use is stored as fat.
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The full impact of the weight gain isn't 100% clear, but as van Loon argues, overconsuming any macronutrient is likely to cause you problems.
Overeating – eating more calories than you’re burning – increases the chance of developing chronic metabolic diseases. This, in turn, greatly increases your risk of obesity.
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Unlike the sixpacks on your protein products, too much high-protein food could lead to a belly rather than muscle.
Does it matter where I get my protein?
Walter Willett, professor of epidemiology and nutrition at Harvard TH Chan School of Public Health, explains: “While there’s no definite link between overall protein intake and risk of death, greater intake of animal protein is associated with a higher risk of death. And plant protein is associated with a lower risk."READ: Gauteng Premier announces big changes for top shopping malls
This is largely due to the saturated fat and cholesterol found in animal cells (meat), whereas plants contain more unsaturated fats, fibre and healthy phytochemicals such as flavonoids.
Going "full caveman" might not be the best idea, as ramping up your red meat consumption is likely to greatly increase the risk of cardiovascular disease and reduce your life expectancy.
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Those delicious sirloin steaks should not replace whole grains and healthy plant oils.
But isn't meat a better source for building muscle?
Apparently not.
Although past research suggested animal protein tends to be better digested due to differences in its structure, recent studies have indicated that plant-based sources of protein are by no means inferior.
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It concluded that, in terms of muscle strength or lean body mass, there is little difference between animal and plant proteins.
In fact, those on a plant-based diet generally have slightly leaner mass, without fat.
When it comes to building muscles and having an optimal immune response, it ultimately doesn’t seem to matter where your protein comes from.
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Professor Close recommends getting your protein from a range of foods, but the best sources of protein:
- nuts
- beans and other soy foods
- whole grains
- occasional fish, poultry and dairy products
What's the deal with protein supplements?
The usual food options are no longer the only source of protein.
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From bars to powders and everything in between, these products boast an impressive amount of muscle-fueling ingredients on the label
This isn't just experts trying to be snobby, but many prefer that people get protein from natural sources.
In my industry, we talk about the ‘whole-food approach’. And where this isn’t possible, that’s when you can look to a supplement. Protein bars and shakes don’t need to be totally avoided if they’re made from healthy plant sources and not loaded with sugar.
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Products such as protein bars are often ultraprocessed foods, which have been associated with an increased risk of obesity due to their high calorie density and their tendency to sneakily ramp up your appetite.
These products are more convenient and usually better than a bar or shake made mostly of refined starch and sugar, but again, most people don't actually need them.
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What a person eats throughout the day is much more important, and these products make up the smallest part of your daily protein intake.
The occasional protein shake won't do you much harm, but you should really only add supplements on top of an already good diet.
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