Kamile Buozyte
MSc Dietetics Student, Oxford Brookes University
4 Nov 2026 · 5 min read
Protein, protein, protein. You enter a shop and it’s everywhere, from your bagels to your coffee and far beyond. With so much hype, protein has become something we consume just because, with “the more the merrier” as the narrative we are sold. Even with a background in nutrition, I find this landscape hard to navigate, so if you have ever wondered about protein (even the slightest bit), this article is for you! Ahead, we will dive into everything from the lesser-known roles of protein to what the “high protein” claim legally means, so the next protein coffee you pick up is a decision you make, not one the label makes for you.
The hype did not come from nowhere (but there is more to protein than the internet suggests)
The internet is not wrong: protein really is essential. It is one of the three macronutrients, alongside fat and carbohydrates, and when eaten, it gets broken down into amino acids, which are the building blocks used to make far more than just muscle, including our organs (Maleky & Ahmadi, 2025). Those amino acids run our metabolism as enzymes, act as hormones regulating bodily processes, transport nutrients around the body, and keep our immune defences stocked (Maleky & Ahmadi, 2025). If protein intake falls short, the impact can extend far beyond the gym: a weaker ability to fight off infections, a slower metabolism, and loss of muscle mass, strength and balance (Maleky & Ahmadi, 2025). Protein is what the body uses to build the things that keep it running.
Eat protein and you will feel fuller (what does the science say?)
Protein’s best-documented effect is satiety, the stretch of time after a meal before hunger returns (Fromentin et al., 2012). Of the three macronutrients, protein is the most satiating, keeping you fuller for longer than carbohydrates or fats (Fromentin et al., 2012). The science behind that is straightforward. Protein slows stomach emptying and makes the gut release fullness hormones that signal the brain to stop eating (Fromentin et al., 2012). So, the claim holds up, and protein does keep you fuller for longer. But a true claim on the front of a pack says surprisingly little about what is inside it.
What does “high protein” legally mean? (less than you would hope)
To claim protein on a UK label, a product legally must meet a certain threshold. To be called “high protein”, at least 20% of the product’s calories must come from protein; its smaller sibling “source of protein” only asks for 12% (Regulation (EC) No 1924/2006, 2006; Department of Health and Social Care, 2021). The catch is that the claims are about the share of energy from protein, not grams. Everyday foods like meat, fish and many dairy foods can, of course, meet the threshold, even if not advertised as such (McHugh et al., 2026). While low-calorie products only need a couple of grams to qualify: a 40-calorie drink for example, earns “high protein” with just 2 g of protein (8 calories from protein, at 4 kcal per gram). And in some cases, a tiny protein addition can be all that separates a “protein” product from its ordinary twin (Tucci et al., 2026).
So, are protein products better? (look past the claim)
Here is the awkward part. The evidence in the UK is still thin. A survey of eight UK supermarkets, published as a conference abstract, found 1,200 “protein” products, three-quarters of which were classed as healthy, with the remaining 25% having high salt and fat (Vargas-Garcia et al., 2023). Studies elsewhere in Europe fill some gaps. In Italy, the protein claim itself turned out to be surprisingly uninformative about how much protein a product actually contains, with the amount in biscuits typically ranging from 15 to 25g per 100g (Tucci et al., 2026). And in Germany, protein versions were lower in saturated fat and sugar, but carried more salt and additives, such as sweeteners used to replace sugar, which came at a price premium of 132% compared to non-protein alternatives (Koop et al., 2024). That’s not to say that protein products are unhealthy, just that a lot can hide behind one claim.
The protein gap (it is not where you think)
You would think all this hype means we are short on protein. We are not. National survey data show that protein consumption among UK adults rose by 20.5% over the past decade, and that intake is on average above recommended levels (Papagiannaki & Kerr, 2026), set at 0.75g per kilogram of body weight (50 to 55g for a 70kg adult), which can be easily met by the regular diet (Department of Health, 1991). Extra protein is really only advised in specific situations. For example, older adults, whose muscles no longer respond to protein as well as they used to, and people training hard or recovering from illness (McHugh et al., 2026). Ironically, these are not always the groups the protein aisle targets.
So, when is it worth it? (a very short guide)
None of this means these products are useless. They can earn their place when protein is genuinely hard to consume. Say you have a small appetite (common in older adults or during illness; McHugh et al., 2026), or maybe you have skipped breakfast, or would otherwise have little protein.
Choosing a decent protein version, whether or not it is convenient, helps keep protein spread across the day’s meals (McHugh et al., 2026). Your body cannot store protein (unlike carbohydrates and fats), so any excess is broken down and used for energy or converted to carbohydrate or fat (Maleky & Ahmadi, 2025); consuming it without additional need will not magically grow your biceps. And very high consumption, the kind sometimes suggested on the internet, may be harmful to the kidneys, particularly for people with existing kidney problems (Maleky & Ahmadi, 2025). Protein products are a great tool when genuinely needed, not something most people need every day.
The take-home (protein yes, hype not so much)
The spotlight on protein is well deserved, but the marketing around it can be a bit obsessive. Most of us already eat enough, and the claim on the front of the pack tells a one-sided story. Judge the whole food, not the “protein” title, and let your ordinary diet do its job when possible.
Glossary
10 terms
- Amino acids
- The building blocks of protein, which the body uses to make muscle, organs, enzymes and hormones. ↑ Back to text
- Hormones
- Chemical messengers, many of them made from protein, that control processes like growth and appetite. ↑ Back to text
- Macronutrients
- Major nutrients your body needs in large amounts for energy and growth. ↑ Back to text
- Metabolism
- The process during which your body converts what you eat and drink into energy. ↑ Back to text
- National survey data
- Figures from the UK’s ongoing National Diet and Nutrition Survey, which measures what a representative sample of people actually eat. ↑ Back to text
- Saturated fat
- A type of fat found mainly in animal foods and some processed foods; high intakes are linked to raised blood cholesterol. ↑ Back to text
References
- Department of Health. (1991). Dietary reference values: A guide. https://assets.publishing.service.gov.uk/government/uploads/system/uploads/attachment_data/file/743790/Dietary_Reference_Values_-_A_Guide__1991_.pdf
- Department of Health and Social Care. (2021, November 10). Nutrition and health claims: Guidance to compliance with regulation (EC) 1924/2006. GOV.UK. https://www.gov.uk/government/publications/nutrition-and-health-claims-guidance-to-compliance-with-regulation-ec-1924-2006-on-nutrition-and-health-claims-made-on-foods/nutrition-and-health-claims-guidance-to-compliance-with-regulation-ec-19242006
- Fromentin, G., Darcel, N., Chaumontet, C., Marsset-Baglieri, A., Nadkarni, N., & Tomé, D. (2012). Peripheral and central mechanisms involved in the control of food intake by dietary amino acids and proteins. Nutrition Research Reviews, 25(1), 29–39. https://doi.org/10.1017/s0954422411000175
- Koop, J., Fedde, S., Hägele, F. A., Beunink, C., Müller, M. J., & Bosy-Westphal, A. (2024). Nutritional value and environmental aspects of high-protein ultra-processed foods on the German market. Public Health Nutrition, 27(1), Article e211. https://doi.org/10.1017/s1368980024001836
- Maleky, F., & Ahmadi, L. (2025). Adhering to recommended dietary protein intake for optimizing human health benefits versus exceeding levels. RSC Advances, 15(12), 9230–9242. https://doi.org/10.1039/d4ra08221d
- McHugh, J., Sundermann, M., Mock, A., & Bernstein, M. (2026). Protein intake across the lifespan: Optimizing health, function, and longevity. American Journal of Lifestyle Medicine, Article 15598276261479304. https://doi.org/10.1177/15598276261479304
- Papagiannaki, M., & Kerr, M. A. (2026). Changes in food patterns over a 10-year period in the UK adult population: Findings from the National Diet and Nutrition Survey. British Journal of Nutrition. Advance online publication. https://doi.org/10.1017/s000711452610782x
- Regulation (EC) No 1924/2006 of the European Parliament and of the Council of 20 December 2006 on nutrition and health claims made on foods, 2006 O.J. (L 404) 9. https://eur-lex.europa.eu/eli/reg/2006/1924/oj
- Tucci, M., Angelino, D., Del Bo’, C., Pellegrini, N., Marti, A., Riso, P., & Martini, D. (2026). Food products with a protein-related nutrition claim: A cross-sectional analysis in the Italian market. International Journal of Food Sciences and Nutrition, 77(1), 31–39. https://doi.org/10.1080/09637486.2025.2599831
- Vargas-Garcia, E., Aiton, F., Smith, E., Richardson, C., Parrett, A., & Garcia, A. L. (2023). Protein claims and nutrient profile in UK foods: A food market survey. Proceedings of the Nutrition Society, 82(OCE5), Article E318. https://doi.org/10.1017/s0029665123004172
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