The year is 2025. You walk into your nearby supermarket with your shopping list in hand which includes the typical household items of chips, milk, cookies, ice cream, cheese, etc. You are confident in knowing exactly what brand and product you are going to buy, so you assume this shopping adventure is going to be quick. But, as you start making your way down each aisle and start scanning the shelves, your eyes start going in all kinds of directions. You’re inundated with all these new product offerings from brands you’ve never heard of, each placed in colorful packing with attention-grabbing fonts, all claiming to be the best healthiest choice and raving about the benefits of protein.
So, your mind starts spinning, you don’t know what to choose and begin asking yourself “why the hell are there 20 different versions of peanut butter” and “why the hell does each one have the number of grams of protein per serving slapped on the front label in size 100 font.” You don’t give it much thought and end up grabbing the one that has the most protein before making your way to the ice cream section. As you get to the freezer you’re faced with the same dilemma. You notice hundreds of ice cream flavors, all displaying the amount of protein per serving on the packaging. Your mind starting racing again and you begin to ask yourself, “Can I just get regular ice cream? Why is there so much of a focus on protein anyway? Could someone explain to me what’s going on?”
Yup. I got you. I’ll take a stab at guessing why so many companies are jumping in on the latest health bandwagon and why this trend is here to stay.
Hint: It has to do with the many benefits of protein.
But first, let’s start with the basics.
What is protein?
Protein is one of the three macronutrients along with carbohydrates and fats, all of which are essential nutrients the body requires to function properly. The primary role of protein is to repair tissues, build muscle, support immunity, and produce hormones and enzymes. Protein is composed of 20 standard amino acids, which can be thought of as tiny “building blocks” that join to form proteins. Of those 20 amino acids, 9 are considered “essential” and 11 are considered “non-essential”. The 9 essential amino acids cannot be produced by the body and must be obtained from diet. The other 11 amino acids are considered “non-essential” because the body can produce them on its own.
Source: Harvard T.H. Chan School of Public Health – The Nutrition Source
What are the benefits of protein?
Understanding what protein is matters, but without knowing its benefits, you might underestimate the vital role it plays in the body and overlook how crucial it is for your long-term health.
- Building and repairing tissues
When you eat protein, it is digested and broken down into amino acids which are then absorbed into your bloodstream and shuttled throughout your body to build and repair tissues such as:
- Muscles – Protein repairs and builds muscles especially after bouts of exercise or physical activity. Helps preserve muscle mass and gain lean muscle mass.
Practical Takeaway: Strong muscles are crucial for injury prevention, overall strength, athletic performance and recovery.
- Bones – 50% of bone is composed of protein. Protein builds new bone tissue, improves the body’s ability to absorb and utilize calcium, and increases bone density.
Practical Takeaway: Stronger bones reduce the risk of fractures and stave off osteoporosis.
- Joints, Ligaments and Tendons – These 3 types of tissues are made up of collagen and elastin, which are structural proteins. By consuming enough protein, you help ensure that your joints, ligaments and tendons remain strong, flexible and elastic. Collagen provides strength and structure to these tissues while Elastin helps with their elasticity and flexibility.
Practical Takeaway: Healthy joints, ligaments and tendons reduce the risk of injury and pain
- Organs – Protein provides structural support and repair for vital organs such as the heart, kidneys, brain, and liver. It plays a key role in maintaining their function and overall health.
Practical Takeaway: Supports proper organ function, overall health, and longevity.
- Skin, Hair and Nails – Similar to joints, ligaments and tendons, protein supplies collagen for healthy skin, hair and nails, along with keratin. Keratin provides strength and protection to all 3.
Practical Takeaway: Protein is vital for strong healthy skin, hair and nails.
2. Maintain Blood Sugar Levels
Protein-rich foods help stabilize blood sugar by slowing digestion and reducing carbohydrate absorption. This can prevent energy spikes and crashes, making it especially important for those seeking sustained energy or managing diabetes.
Practical Takeaway: Prevent blood sugar spikes and enjoy a steady stream of energy throughout the day
3. Boost metabolism
Our bodies expend energy (burn calories) during digestion, absorption and processing of food. This is called the thermic effect of food (TEF). Of the three macronutrients, protein has the highest TEF, using about 20-30% of its calories just for digestion. For example, if you eat a 200-calorie chicken breast (mostly protein), your body will burn 40-60 calories just to digest and process it.
In comparison, carbohydrates use only 5–10%, and fats use 0–5%.
So, if you eat a 200-calorie bowl of oatmeal (mostly carbs), your body will burn 10–20 calories to digest and process it.
If you eat a 200-calorie serving of almonds (mostly fats), your body will burn only 0–10 calories during digestion.
Essentially, by choosing foods with a higher percentage of protein helps your body burn more calories during digestion—effectively reducing your net calorie intake. More on this topic is found in my article covering nutrition.
Furthermore, protein influences hormones that regulate appetite by helping you feel full and reducing hunger.
Practical Takeaway: Burn more calories and stay fuller longer by choosing high-protein foods.
How Much Protein Do You Really Need?
Hopefully by now you come to realize all of the benefits of protein, learning that it’s not only important for weight loss and muscle gain, but for your overall wellness. You may also be thinking about how much protein you consume a day and wondering if it’s enough.
Recommended Amount for General Population
For most healthy adults, aim to eat 1.2 to 1.6 grams of protein per kilogram of body weight — or about 0.54 to .73 grams per pound.
.54 g/lb (1.2 g/kg) is the minimum one should be consuming to support muscle maintenance, metabolic health and general health
.73 g/lb (1.6 g/kg) is considered optimal for those who are resistance training and looking to maximize muscle growth, strength, recovery, and lean mass retention.
Recommended Amount for Specific Populations
Individuals that fall within specific populations such as women in menopause, overweight/obese, elderly and kids all have special requirements.
Peri- and Post-Menopausal Women
- .73-1.0 g/lb. (1.6-2.2 g/kg)
- Due to the decline in estrogen, a higher protein may help preserve lean mass, support bone health, and maintain metabolic rate.
Overweight and Obese Individuals that are dieting
- 0.8-1.0 g/lb. (1.7- 2.2 g/kg)
- This range should be based on lean body mass or goal body weight, not current weight, to avoid overestimation. Adequate protein supports fat loss while preserving muscle.
Kids
- 0.45 – 0.6 g/lb. (1.0-1.5 g/kg)
- Supports growth and development; requirements may vary by age and activity level.
Elderly Adults (65+)
- .68 – .91 g/lb (1.5 – 2.0 g/kg)
- Higher protein helps combat sarcopenia and maintain functional independence.
How to Hit Your Protein Goal Every Day
Admittedly, meeting daily protein goals can be challenging—especially for busy individuals or when you’re just starting out. One strategy that’s helped me stay consistent is having go-to protein sources that I eat daily and keep readily available. This way, no matter the variables I face, I know I can hit a certain baseline protein intake—a “bare minimum.” For example, keeping Greek yogurt, whey protein, egg whites, and a protein bar stocked in my fridge and pantry gives me about 70 grams of reliable protein, while also being low in calories and keeping me satiated for longer.
Other great options for quick, high-protein bites include cottage cheese, turkey or beef jerky, tuna, sardines, and some cheeses. Ultimately, it comes down to personal preference—try different options, see what sits well in your stomach, and what you’ll consistently eat. Because no matter how good a food looks on paper, if you’re not going to eat it, there’s no point in buying it.
Practical Takeaway: Most adults should aim for around 0.7g per pound of body weight and kids should aim for approximately 0.5g per pound of body weight to support healthy growth and development. If it feels too high, start with a low manageable target and gradually increase. These are guidelines, not rules.
Explaining the protein craze
Given all the benefits of protein, it’s no surprise food companies are focusing on increasing the amount of protein in their foods, introducing new protein-rich options or rebranding their existing foods to capitalize on this new trend. However, not all protein sources are created equal. Whole food sources—like chicken, fish, meat, and beans—are generally more beneficial compared to processed options such as protein bars and snacks, due to their overall nutritional value. Whole foods should make up the bulk of your diet, while these ultra-processed foods should only be viewed as snacks, “fun” foods and help maintain consistency while not completely wrecking your diet.
Important Note: Some whole food, single ingredient protein sources do not contain all essential amino acids, so it’s important to prioritize variety whenever possible. This is especially important for individuals following strict vegan or vegetarian diets, as many non-animal protein sources lack some key amino acids essential for health. For guidance on building a complete vegan or vegetarian diet that covers all essential amino acids, vitamins, and minerals, I recommend working with a registered dietitian.
Key Takeaways
If there’s one thing to take away from this overload of protein information, it’s just how important it is for your overall well-being. It is quite literally a stepping stone for your body’s growth and development, helps you age gracefully—with vigor and strength—and sets the stage for you to achieve your weight loss goals.
Protein is a nutrient that athletes, dietitians, and health experts prioritize due to its wide-ranging benefits. It’s great to see its mainstream adoption along with the positive dialogue advocating for its incorporation into the daily diet. The overwhelming research supporting its benefits instills confidence in all those who recommend its high intake (including me), leaving little room for disagreement. When a unanimous winner in the nutrition world presents itself and the world’s top companies get behind it, it goes from being a fad to becoming a movement.
Stay strong,
Adrian
For a more in-depth guide to fat loss and resistance training, grab a copy of my eBook, ‘Achieve Lasting Results: A Beginner’s Guide to Fat Loss and Resistance Training’.
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