The global appetite for protein appears insatiable. A national survey indicates that nearly half of adults have heightened their protein consumption within the past year, while online searches for protein-dense foods on Ocado’s platform have surged twofold since 2023.
For those in pursuit of the quintessential muscle-nourishing superfood, eggs have long been revered as the gold standard. However, cottage cheese—once dismissed as a relic of uninspiring diet fare—has experienced an unprecedented resurgence, with demand soaring by 97%. Its appeal lies in its potent combination of high protein and low-fat. Meanwhile, the proliferation of protein-labeled products has infiltrated the market, appearing on everything from yogurt to ice cream and even confectionery, with protein-enhanced iterations of Snickers and Mars bars now readily available.
The global protein bar industry, valued at $4.80 billion in 2022, is projected to skyrocket to $7.25 billion by 2029, according to Fortune Business Insights.
As consumer awareness grows regarding the hidden additives and fat content in many mainstream protein bars, such as the Grenade Oreo bar—which astonishingly harbors more fat than a Mars bar—a new wave of “clean” protein snacks is emerging. Roam, for instance, crafts a line of additive-free meat bars using ethically sourced, grass-fed beef, free-range turkey, and pork.
Polling firm Savanta highlights a shifting consumer mindset: individuals are increasingly turning to protein not just for muscle augmentation but for overall well-being, sustained energy levels, and prolonged satiety.
This collective fervor for protein consumption has spiraled into an all-encompassing fixation, particularly among men, spurred by the advocacy of influential figures like Joe Rogan and ex-vegan Bear Grylls, who has since adopted a predominantly carnivorous diet. Some devotees consume an astonishing 56 egg whites daily. While the advantages of protein are extensively documented, one pressing question remains—can there be too much of a good thing?
How Much Protein Is Actually Necessary?
Clare Thornton-Wood, a registered dietitian and spokesperson for the British Dietetic Association, asserts that most individuals already obtain adequate protein through their habitual diet, as outlined by The Telegraph.
“The recommended intake for the average adult is approximately 0.75g of protein per kilogram of body weight,” she explained, adding, “However, those over 50 should target around 1g per kilogram due to reduced protein absorption with age. Those engaging in muscle-strengthening exercise should aim for between 1.2g and 2g per kilogram of body weight.”
By this measure, an individual weighing 12 stone (the UK male average) should consume around 57g of protein daily, while a 10-stone woman (the UK female average) should aim for 48g. In the US, recommendations are marginally higher at 0.8g per kilogram.
The British Nutrition Foundation reports that, on average, men in the UK consume 85g of protein daily, while women consume around 67g.
Achieving the Optimal Balance
A well-rounded diet that incorporates protein throughout the day should suffice. A breakfast of porridge with milk provides roughly 14g of protein, a tuna and sweetcorn sandwich on seeded bread offers 26g, and a dinner featuring a chicken breast with vegetables contributes 35g. A handful of nuts as a snack adds an extra 7g.
“People also ingest smaller protein amounts incidentally throughout the day from vegetables, milk in tea or coffee, and even treats like biscuits and chocolate,” Thornton-Wood added.
Notably, many individuals supplementing with protein powders and bars may be investing in excess protein their bodies cannot store. Surplus protein is broken down into amino acids, which are either excreted or, in high-protein diets, converted into glucose and stored as fat, according to The Telegraph.
“If you’re fortifying every aspect of your diet with protein but lead a relatively inactive lifestyle or are not heavily engaged in strength training, much of that protein will go unused and ultimately be excreted,” Thornton-Wood warned.
The Risks of Excessive Protein Consumption
Protein is indispensable—not only for muscle formation but also for the integrity of bones, skin, hair, and internal organs. It is a fundamental component of enzymes responsible for biochemical reactions and hemoglobin, which transports oxygen in the blood.
Although excessive protein intake does not inherently pose significant dangers, research suggests that the source of protein—rather than the quantity—plays a critical role in health outcomes.
Inflammation
A study from the University of Navarra in Spain discovered that certain animal-based protein sources could elevate inflammation markers more than plant-based proteins like legumes, nuts, and beans. Obese individuals who derived more of their protein from meat exhibited higher levels of inflammation than those who consumed primarily fish or plant-derived protein.
Conversely, a separate study of 2,061 individuals found that those with the highest protein intake exhibited reduced inflammation and oxidative stress, particularly when their protein sources were predominantly plant-based.
Cardiovascular Complications
Harvard T.H. Chan School of Public Health has linked regular consumption of red and processed meats to an elevated risk of heart disease, stroke, and premature mortality. A 2010 study encompassing 84,136 women concluded that high red meat intake correlates with an increased risk of coronary heart disease (CHD), a risk that may be mitigated by substituting other protein sources.
Bowel Cancer
The issue with excessive protein consumption, again, lies in its source rather than its volume.
“Bowel cancer risk is associated with high consumption of red and processed meats,” Thornton-Wood explained.
The World Health Organization (WHO) classified processed meats as carcinogenic in 2015, while red meat was deemed “probably carcinogenic to humans.” Furthermore, prioritizing protein at the expense of fiber-rich foods like fruits, vegetables, and whole grains can compromise gut health, as per The Telegraph.
“A less diverse gut microbiome has been linked to an increased cancer risk,” Thornton-Wood noted.
Data also highlights correlations between processed meat intake and stomach cancer, as well as red meat consumption and pancreatic, prostate, and breast cancers. Cooking red meat at high temperatures can generate carcinogenic compounds, further increasing risk.
Kidney Strain
Protein metabolism generates waste byproducts such as urea and urinary calcium, which must be processed by the kidneys. Excessive protein intake may burden the kidneys, heightening the risk of kidney stones and renal impairment.
A 2020 study published in the Journal of the American Society of Nephrology cautioned that high-protein diets could precipitate chronic kidney disease, even in individuals without preexisting conditions. Research also suggests that animal-derived proteins may exacerbate end-stage kidney disease risks.
“Consuming excessive protein can strain the kidneys, especially as renal efficiency declines with age,” Thornton-Wood warned.
Other Health Concerns
Diabetes: High red meat intake correlates with an increased risk of Type 2 diabetes, whereas diets rich in poultry, legumes, and nuts may lower this risk.
Constipation & GI Issues: High-protein diets that displace fiber and carbohydrates may contribute to gastrointestinal discomfort, including bloating and diarrhea, particularly when reliant on protein powders and bars containing sugar alcohols.
The “Danger Zone”—How Much Is Too Much?
There is no universally agreed-upon threshold for excessive protein consumption, but Dr. Howard LeWine of Brigham and Women’s Hospital advises that for the average person not engaged in extreme athletic training, “it is probably best” to limit intake to a maximum of 2g per kilogram of body weight. This equates to approximately 128g daily for a 10-stone individual and 152g for a 12-stone person—equivalent to consuming four to four-and-a-half chicken breasts each day.
While protein remains essential for health, a measured, balanced approach is paramount to reaping its benefits without unnecessary risks.