Why We're Obsessed With Protein — And Missing the Point | Image Source: www.sciencefocus.com
LONDON, United Kingdom, 25 March 2025 – Protein obsession is everywhere. From hacks of TikTok’s recipe and Instagram’s protein bowls to stifled supermarket shelves with protein-rich versions of almost everything, including ice cream and candy bars, one thing is clear: we are deeply in the era of protein cult. But while the younger generations take the protein powders because they are collectible, older people – those who need it most – often stay behind. This growing age gap in protein intake is not only a dietary trend. A health problem.
According to a national survey of CS Mott Children’s Hospital in Michigan, two in five American parents say their teenagers used protein supplements last year. Throughout the pond, an Ocado online buyer survey revealed that 62% of British Gen Z and Millenniums actively increased their protein intake over the past year. Cottage cheese, a product previously relegated to the back of the 1970 food crop, saw a 97% increase in demand due to its low fat content and high protein appeal. As the protein makes its cultural return, the question arises: who really needs it, and we are wrong?
Why are young people so obsessed with protein?
It is difficult to move through Foodie TikTok or YouTube without being bombarded by high protein recipes, from brownies of black beans to tofu sauces. The message is clear: proteins are equivalent to health. But is this nutrient really the Holy Grail of the well-being of the younger generation?
“The protein is not just for bodybuilders, it’s for everyone,” says Dr. Rupy Auja, London’s general practitioner, who teaches nutrition medicine. In his book “Healthy High Protein”, Aijla argues for an approach based on plant proteins, based on whole foods, which is removed from meat connotations and ultraprocesses that often come with protein-rich diets.
“Only a quarter of the protein we eat is used by the muscles. The rest helps repair cells, build connective tissue and maintain our immune system,” explains Auja.
In short, proteins are essential, but the “more is better” mentality may not be universally applicable. Many young adults already consume much more than the recommended basis. According to research, the average young adult reaches about 1.2g/kg body weight per day, much more than the government guideline of 0.75g/kg.
Do older people need more protein than young people?
Ironically, while teenagers mix the protein smoothies and stack the Greek yogurt in their avocado toast, the elderly – the group whose body treats the protein less effectively - are missing.
According to a Sheffield University study in 2020, less than 15% of adults over 65 years of age responded to age-appropriate daily protein recommendations, and only one out of 256 participants obtained the ideal distribution between meals. The data are sober, especially given the growing needs of this group.
“The protein requirements differ over the course of their lives,” says Elizabeth Williams, a nutrition specialist at Sheffield University. “As we age, we become less effective in protein synthesis, a process called anabolic resistance. »
This means that our body is struggling more to convert food proteins into functional tissue. Add sarcopenia (muscle loss related to aging) to the mixture, and the result is a recipe for fragility, falls and reduced mobility. As the functional nutritional therapist Amani Kaite indicated, menopausal women are particularly at risk because of lower levels of testosterone and estrogen – hormones that help preserve muscle mass.
Q: Why is protein intake essential for people over 50?
A: With age, the body’s ability to build and repair muscle loss. According to Dr. Conor Carey, a nutrition researcher, this can result in over 3% muscle loss per year. The protein supports muscle strength, bone density and helps prevent fragility, especially after surgery or disease.
Why are older people lagging behind in protein intake?
There are not just gaps in knowledge. The appetite naturally decreases with age. It adds dental problems, chewing difficulties or gastrointestinal sensitivities, and it is not surprising that many elderly people opt for smaller, softer and less genetic meals.
The protein is very satisfied, Carey explains. “It fills you quickly, which can be an obstacle if your appetite is already diminished.”
He recommends prioritizing liquid and soft sources – to think of milk, Greek yogurt or even smoothies – on more difficult and heavier options such as netting. This ensures that protein requirements are met without bruising the digestive system or causing discomfort.
However, access and affordability also play a role. For many elderly people, especially those living alone or on a fixed income, regular preparation of balanced and protein-rich meals can be unrealistic.
How much protein is enough?
Ask for five experts, and you could get five different numbers. But most converge in this: 0.75 g of protein per kg body weight is the bare minimum. It is about 50g of protein per day for the average adult.
However, for older people, especially those over the age of 50, the ideal intake increases to 1 g or even 1.5 g per kg body weight per day. This means that someone weighing 65 kg should target up to 100g per day. It’s worth about three chicken breasts a day.
And it’s not just how much you eat, it’s when. According to Carey, the uniform spread of protein throughout the day is more beneficial than loading it into a single dish.
“We are usually creatures, and most of us eat most of our protein at night. But muscle health benefits most when the intake is balanced in three or four meals,” he says.
Q: When should you eat protein for the maximum benefit?
A: Hello. Experts agree that protein intake is generally lower at breakfast. Changing part of your daily protein in the morning can increase muscle retention, energy and satiety throughout the day.
Breakfast: the chance to lose protein
If there is a meal where we constantly lack protein, it is breakfast. A small slice of toast, a bowl of cereals or a smooth crescent could satisfy a craving for carbohydrates, but let the protein do not need to satisfy. According to Sheffield and Birmingham studies, breakfast offers a key opportunity to increase daily protein intake.
“Treat 25 g of protein in each main meal,” says Williams. It’s the equivalent of a can of tuna, three eggs, or a cup of Greek yogurt sprinkled with nuts.
For those who are not interested in traditional breakfast protein, there are creative alternatives: black beans pancakes, homemade cheese smoothies, even protein-rich oats mixed with seeds and nuts.
As Auja notes, eating protein in the morning is not only about muscles – it helps regulate hunger and energy all day long.
“We are protein research machines,” said Auja. “If we do not move fast enough, our body continues to mean hunger, leading us unnecessarily to snack. “
What are the healthiest sources of protein?
It is tempting to reach a protein bar or shake, especially when time is tight. But not all protein sources are the same. According to Fortune Business Insights, the global protein bar market is expected to rise from £3.71 billion in 2022 to £5.6 billion in 2029. However, many bars are ultra-processed and full of additives, sometimes even fatter than a traditional candy bar.
“Protein powders and processed aperitifs must be occasional,” said Auja. “They are practical, but complete food options are better for your instinct, metabolism and health. »
It offers a 70-75% plant approach, focusing on foods such as lentils, chickpeas, tofu, nuts, seeds and edamame. These options not only provide protein, but are also rich in fiber, supporting a diverse and robust intestinal microbial.
Q: Does smoothies and protein bars hurt?
A: Not necessarily. In moderation, they’re fine. But whole sources of food, such as eggs, beans and dairy products, are often more nutritious and less processed.
Red meat, although high in protein, has been associated with higher risk of colon cancer. Submitting for bird, fish or plant protein can offer similar advantages of muscle building without any inconvenience.
Can you eat too much protein?
The short answer: yes. Proteins are essential, but overconsumption – especially as a supplement – can insist on kidneys or move other critical nutrients from the diet. Clare Thornton-Wood of the British Dietetic Association advises balance.
“Most people respond to their protein needs through a normal diet,” he says. “There is no advantage in exceeding the mass unless it is in a unique situation, such as elite sports training or muscle waste disease
In fact, increasing protein fixation – often influenced by the culture of male well-being and celebrities – can lead to segmented diet patterns, where carbohydrates and healthy fats are neglected for an endless flow of eggs and powders.
“The protein is good,” said Aujla, “but it should not be done at the expense of the variety. Its dish must be coloured, balanced and based on all foods. “
Ultimately, proteins are not just a macro – it’s a message. A message about strength, recovery, energy and resilience. But like any message, it is preferable when given in moderation, with a splashing context and a pinch of common sense.
