Do you want protein with that? Behind the supplement we can’t get enough of

Protein bars, shakes, balls, powder, smoothies, cookies, hot chocolate, cookie dough, spreads, coffee, high-protein yoghurt, water, cereal, and tomato and mozzarella protein bites: With a seemingly endless list of commercially manufactured protein products, you’d be forgiven for thinking we’ve gone a bit protein mad.

Over the past decade, high-protein diets have been put on a pedestal in the Western world, with protein regarded as the essential ingredient for optimal health. The market is so lucrative that even the Kardashians are cashing in, with Khloe launching a brand of protein popcorn earlier this year.

The range of products with added protein has exploded in recent years.Credit: Aresna Villanueva

In Australia, the protein powder market alone, so far in 2025, amounts to approximately $716 million, averaging $26.53 per person. The rate of revenue has increased each year since 2020 and is expected to grow annually by 4.37 per cent, according to Statista.

And this growth is evident in supermarkets, where you’d be hard-pressed to do your grocery shopping without encountering at least a handful of commercial protein products.

But are they really worth the hype? How important is protein anyway? And do we actually need these products to meet our requirements?

What is protein and is it important?

Megan Rebuli, a research dietitian at the CSIRO, says that protein is a macronutrient, which is essential to our bodies’ ability to function.

“They are involved in many important processes in the body, such as muscle and bone growth and repair, transporting oxygen in the blood, building hormones, and supporting the immune system,” she says.

While some of the 20 different amino acids that make up protein can be produced by the body, Rebuli says there are nine “essential amino acids” that our bodies cannot produce, so we need to obtain them from our diet.

Why are we so protein-obsessed?

Although protein is important for overall health, much of its popularity stems from the macronutrient’s association with two things: building muscle and weight management.

Protein is key to maintaining muscle and supporting bone growth.Credit: Getty

“Dietary protein is involved in appetite regulation. It helps us feel fuller for longer,” says Associate Professor Nick Fuller, from the University of Sydney.

However, while it can play a role in curbing hunger, Fuller says that increasing your protein intake over the recommended daily intake (RDI) is not always the answer; in fact, it can have the opposite effect.

“The body can’t store protein, so once its needs are met, protein will be used for energy or stored as fat,” he says.

When it comes to muscle mass, again, protein is only one piece of the puzzle.

“Eating protein is the queen, exercise is the king, together they make the kingdom,” says Evangeline Mantzioris, program director of the nutrition and food sciences degree at the University of South Australia.

“In other words, you won’t get muscle mass just by eating protein or eating lots of it, you need to do resistance training as well.”

How much protein do we actually need?

How much protein we need from our diet varies throughout the lifespan.

Some individuals, such as children and teenagers experiencing growth spurts, have higher protein needs. Additionally, peri- and post-menopausal women and older adults require more protein to prevent muscle loss. However, the recommended daily intake for adults ranges from 0.75 for women to 0.84g/kg for men of body weight, which is around 46-64 grams of protein each day.

Most of us get sufficient protein from our diets without the need for supplementary products like powders.Credit: iStock

That’s equivalent to about 180 grams of cooked chicken per day, for an average healthy adult, including those looking to manage their weight or build lean muscle.

While many people are focused on adding protein to their diet by consuming commercial products, “99 per cent of healthy Australians are actually meeting their protein needs without them”, says Mantzioris.

“Even if people think they aren’t getting a healthy amount of protein, they probably are through their main meals,” she says.

Do we really need commercially processed protein-supplemented foods and beverages?

According to the experts, the simple answer is no.

“Protein has become this cult-like fixation,” Fuller says. “One minute it’s no carbs, then no sugar, keto and now it’s high protein, it’s just another dieting fad that we don’t need.”

Another issue with consuming highly processed protein-rich products is that, aside from protein, they don’t offer any other dietary benefits or include ingredients that aren’t good for us.

“In some cases, ‘high protein’ products, such as bars and cereals, are marketed in a way to make them appear healthy, when in fact they may contain high quantities of sugar, sodium, or saturated fat, and would be classified as a ‘discretionary’ food,” Rebuli says.

“Look past the marketing on the package and check the nutrition information panel and ingredient list, or look for the health star rating.”

But perhaps worst of all, is that the extra protein is often “taking up the serving of another food type, which contains nutrients and vitamins that you do need, which can mean some people aren’t getting their recommended serving of those,” adds Mantzioris.

What’s the best way to get enough protein?

It’s all about balance and going back to basics.

“We did not evolve on supplements, we evolved on whole foods like dairy, meat and fish,” says Mantzioris.

Other foods naturally high in protein include eggs and plant foods like legumes, beans, nuts, seeds, and soy products. “These remain the best source of protein for most people”, she says.

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