Expert debunks common protein misconceptions

An expert has debunked a common misconception about the beloved supplement used by gymgoers across the country.

3 min read

June 19, 2025 - 12:02PM

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Protein is everywhere these days, evolving from a niche bodybuilding supplement to a mainstream obsession.

Walk into any supermarket and you’ll find everything from protein-boosted yoghurt and ice cream to bread and snack bars.

However, despite its ubiquity, there’s still a lot of confusion surrounding how much protein we really need, and the best sources to get it from for a balanced diet.

“We’re seeing a surge in marathon participation, gym memberships, and a broader investment in wellness in Australia,” Alex Euripidou, co-founder of protein supplement brand ADE Recovery, tells news.com.au. “But there’s still a lot of misconceptions out there about protein supplementation.”

Protein is everywhere nowadays. But there’s still so many myths surrounding the supplement. Picture: iStock

What is protein?

Protein is a vital macronutrient composed of amino acids, essential for building and repairing tissues and facilitating various bodily functions.

It’s a key component of cells, muscles, bones, and other structures, playing a crucial role in growth, development, and overall health.

It can be found in animal-based sources such as meat, chicken, fish, eggs, and dairy products, as well as plant-based sources like nuts, legumes, wholegrains, tofu, and quinoa.

Why is it so popular?

The protein market in Australia was valued at around $240 million in 2023 and is estimated to reach a projected revenue of $432 million by 2030, according to Horizon Research.

Mr Euripidou points to key cultural shifts as a main driver of our country’s protein obsession.

“The lockout laws and Covid fundamentally changed how Australians live,” he says.

“We’ve moved away from late-night socialising towards early morning outdoor exercise. For many, status is no longer about what you own but how you look and feel. That’s driving greater awareness of nutrition and self-care, and protein plays a big part in that.”

You can get protein from a variety of dietary sources. Picture: iStock

Protein misconceptions

Despite its popularity, he says protein is still widely misunderstood.

“One big misconception is that protein is just for bodybuilders or gym junkies,” says Mr Euripidou. “In reality, your body needs protein every day.”

And if you are looking to supplement protein in your diet, he says to be aware that not all protein is created equal.

“The quality and how well your body absorbs the protein is what matters,” he notes. “We’re trying to shift the narrative away from the old-school, stinky, chalky protein powders and offer a new, more enjoyable option through a gel-based, low-sugar format that fits modern lifestyles.”

Before Alex Euripidou took protein seriously. Mr Picture: Supplied

And afterwards. Mr Picture: Supplied

Can protein lead to weight gain?

With so many protein-boosted products on the market, there’s growing concern that increased protein consumption could lead to weight gain.

Mr Euripidou is quick to clarify that it’s more nuanced than this.

“Protein alone doesn’t make you gain weight, it’s about overall calorie intake,” he explains, adding that excess protein, like excess calories from any source, can be stored as fat.

“In fact, high-protein diets can help with weight management because protein keeps you fuller for longer and helps maintain lean muscle mass. The key is quality over quantity and ensuring the protein is balanced within your daily calorie needs.”