Does the protein hype match the science? Yes and no

Protein is having its moment: From grocery store shelves to Instagram feeds, high-protein foods are everywhere. Food labels shout their protein content in bold, oversized fonts, while social media overflows with recipes promising to pack more protein into your favourite dishes.

And according to the International Food Information Council’s Food and Health Survey, “high protein” topped the list of popular eating patterns in 2024. But does the hype match the science?

Yes and no.

Protein is essential to good health and boosting protein intake can support healthy aging and fitness goals, but the rush to pile on grams – often driven by marketing more than medical need – raises questions. How much do you really need? Can you overdo it? What’s the best source of protein?

This article breaks down the facts, debunks common myths and answers the most pressing questions about protein today.

Dietary protein

Protein is one of the three essential macronutrients your body needs in large amounts, alongside carbohydrates and fats. While carbs and fats are primarily used for energy, protein plays a more structural and functional role. It helps build and repair tissues, supports immune health and produces enzymes, hormones and other vital molecules.

Proteins are made of amino acids. Your body can make some amino acids, but nine must come from food. These are called...

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