Protein: Why the 'high protein' trend might not be as helpful as it seems

Protein is important for body repair and feeling full. UK sales of high‑protein products rose 47% in 2025, but many adults already meet basic protein needs.

Protein is a key nutrient for building and repairing tissues and helps with fullness after meals. In recent years many everyday products have been labelled or reformulated to say they contain extra protein. Market data show a large increase in sales of protein‑branded items in the UK. Some people, such as older adults or those recovering from illness, can benefit from a bit more protein. What was reported: - The basic recommendation for most adults is about 0.8g of protein per kilogram of body weight per day. - UK sales of protein‑marketed products rose by 47% in 2025 according to market research data. - Many adults already meet or exceed the basic guideline, averaging about 1g/kg per day in surveys. - High‑protein processed foods can displace fibre‑rich whole foods and often contain additives. - Certain groups (older adults, pregnant or breastfeeding people, heavy exercisers, and some recovering patients) may need modestly more protein. Summary: The growth of protein‑labelled foods has put extra emphasis on protein for everyone, even though most adults meet basic needs. For some groups a small increase in protein can help, but the trend may reduce intake of fibre and other nutrients. Undetermined at this time.