Celebrities have moved away from being skinny and are focusing on looking strong. At the same time, these celebrities, along with food and fitness influencers, are increasingly punting protein-rich diets as retailers adjust to new buying patterns that cater to a market that is consuming more “healthy” protein.
High-protein diets have become mainstream. Roasted chickpeas, cheese bites, and beef jerky appear more often next to the crisps in the snack aisle, and a large selection of high-protein alternatives now finds itself next to low-fat and low-sugar foods.
Meanwhile, dairy sections are packed with hard-to-pronounce products like skyr and kefir.
Even online food shopping has changed. Google searches for “high-protein diet” reached their highest point ever in January. A recent survey indicated that around 64% of Americans want to increase their protein intake, replacing old favorites like fiber and whole grains.
The British online supermarket Ocado also believes that over 40% of consumers have increased their protein intake over the past year.
As workout enthusiasts have known for years, “High protein” has replaced “low calorie.” Protein has been helping fitness adherents build muscle and feel full for longer, as illustrated by spending in British supermarkets on protein-packed sports nutrition products, like bars and powder, which reached £143m ($182m) in the year to February, double the amount for the same period three years before.
Weight-loss drugs are also growing fast, but as users report losing muscle as well as fat, many supplement with protein to compensate.
High-protein snacks in supermarkets have expanded from shakes aimed at gym bunnies, with hyper-masculine black packaging and brand names like Barebells and Grenade, to an extensive array of new products, including Swiss firm Nestlé’s protein-loaded frozen pizza and pasta and American-based Conagra Brands’ range of ready meals labeled “GLP-1 friendly.” Even Mars offers high-protein versions of its chocolate bars.
Here is what the protein boom looks like by the numbers:
Reasons to Eat More Protein (Backed By Science)
First, here is how a typical Western style diet still splits calories by macronutrient:
As fitness enthusiasts know, eating protein can make you feel full longer. While it may increase muscle mass, improve bone density, and aid weight loss, a high-protein diet also offers the following benefits:
More Fat-burning With Boosted Metabolism
The thermic effect of food (TEF)- the body’s use of calories to digest and utilize the nutrients in foods, can be increased by consuming certain foods. Increasing TEF increases the number of calories you burn. The TEF in the three macronutrients are:
- Protein: 20% to 30%
- Carbs: 5% to 10%
- Fats: 0% to 3%
A 2018 review also found that a high protein intake can boost your basal metabolic rate (BMR), the number of calories used to perform basic functions, such as breathing.
A 2018 review of dietary protein for effective body-weight management also found that protein helps increase the sleeping metabolic rate (the number of calories burned during sleep).
Reduces Appetite and Hunger Levels
Suppose you can reduce your appetite and manage your hunger levels. In that case, you can consume fewer calories by eating protein rather than higher portions of carbohydrates and fats.
Protein affects several hormones that control hunger and fullness signals in your body, and ghrelin, also known as the “hunger” hormone, is one of these.
A 2020 ghrelin review found that protein reduced ghrelin levels while increasing levels of the hormones cholecystokinin and glucagon-like peptide-1 (GLP-1). The latter hormones are responsible for digestion and signaling fullness. Research into the Mechanisms of High-Protein Diet-Induced Weight Loss also shows protein is a key contributor to weight management.
Increases Muscle Mass and Strength
As the muscle’s building block of your muscles, optimal protein consumption can help maintain muscle mass and promote muscle growth during strength training.
Maintaining a high protein intake could help prevent muscle loss during weight loss. Still, a 2022 review and meta‐analysis of protein intake to support muscle mass showed that the daily protein requirements in grams for increasing lean muscle mass may vary depending on your age:
- Younger than age 65 years: 1.6 g per kg of body weight
- Older than age 65 years: 1.2 to 1.59 g per kg of body weight
Staying Fit As You Age
Muscles tend to gradually weaken as you age, affecting your strength, function, and mobility. Severe muscle loss—often referred to in medical circles as age-related sarcopenia—is one of the main causes of muscle loss, frailty, bone fractures, and reduced quality of life in older adults.
An effective way to reduce age-related muscle deterioration and prevent sarcopenia is by Increasing protein intake to at least 1 to 1.2 g/kg/bw per day. At the same time, staying physically active and lifting weights or doing some resistance exercise is essential.
If you are considering losing weight with a high-protein diet, consider replacing some of your carbs and fats with high-protein foods such as lean meats, yogurt, beans, fish, and nuts.
Writer, Professional chef and Travel enthusiast. Culinary Institute of America (CIA) graduate. Chef Marsh has traveled the globe from France, Italy, Germany to China, Thailand, India, Tunisia and more.
