Why is the internet so obessed with protein?

Can we talk about protein for a hot minute? It seems like everyone else is. If you’re scrolling social media, I would place good money on the fact that you have come across someone recommending a high-protein diet. Or when you’re perusing the supermarket aisles, you’ve likely come across high protein bars, yoghurt, cookies and… water! Yes, you best believe “protein water” is something we can buy now.

Social media is mostly responsible for amplifying this diet trend, with influencers building entire careers off the back of high-protein recipes, snacks, and supplements. So, why is the internet so fixated on protein, and how does the evidence stack up when we consider the impact high-protein diets might have on gut health? Let’s take a closer look at the research to try and make sense of it all.

Why is the internet so obsessed with protein?

In a way, there’s nothing strange about the fact that we see protein as a key player in the context of a healthy diet. That’s because, well, it is important!

Along with carbohydrate and fat, it is one of our macronutrients that serves a very important role in human health. But why is it being framed as “the healthiest macronutrient” while carbohydrate and fat so often get the villain edit on social media.

The health benefits of protein

Protein is made up of building blocks called amino acids. These building blocks allow our cells to grow, repair and function. This means that protein is on the frontline to help us grow healthy hair, nails, bone and muscle. It is also an integral part of building a strong immune system. So, yes, protein plays a very important role in human health.

But as with almost anything to do with nutrition, key messages often get inflated and misinterpreted. Almost like juicy gossip that gets passed around and takes on a different shape and life of its own.

In the online ecosphere, protein is heralded as a hero for helping people lose weight and gain muscle. Enter TikTok influencers talking you through “what I eat in a day while in a calorie deficit and still eating 200g of protein”. Yikes.

Admittedly, some of the claims made in these types of videos are true. Yes, protein is satiating, can help to reduce cravings and support muscle building [1, 2, 3]. But how much protein do we actually need?

How much protein do I actually need?

Despite what the internet might (constantly) tell you, most people in developed countries already consume enough protein to meet their needs.  

The average adult requires around 0.8g of protein per kilogram of body weight each day to maintain muscle mass and support essential bodily processes. When it comes to active individuals wanting to build muscle, 1.4 - 2.0g per kg of body weight per day is usually sufficient alongside a suitable exercise regime [4, 5].

Let’s think about this. The difference between consuming 0.8g per kg of body weight and 2.0g is huuuuge, so how do we decide how much protein we should be eating within this range. The research has clearly demonstrated that the “more is better” approach isn’t necessarily the best path to take, and it will likely be more expensive, could potentially compromise your health and be a futile attempt at getting gains in the gym [6, 7, 8, 9].  

Now feels like a good time to ✨shamelessly✨ plug speaking with our dietitian to tailor your requirements specifically to you and your circumstances. May we recommend you keep scrolling if you happen to encounter a TikToker recommending their followers to eat at least 200g of protein per day as a blanket rule.

What are the downsides of an ultra high protein diet?

But how much is too much? As everyone has vastly different protein requirements, the exact upper limit for protein intake has not been determined.

However, based on the research we’ve summarised below, we can clearly see that there can be too much of a good thing.

1. Increased risk of kidney stones

It is well documented that those who consume a diet that is high in animal protein have a higher risk of developing kidney stones.

This can occur for several reasons. Warning! We’re about to get sciencey:  

1.     Animal protein raises acid levels in urine, which makes it easier for calcium oxalate and uric acid stones to form.

2.     The breakdown of meat into uric acid raises the chance that both calcium and uric acid stones will form.

3.     High-protein diets can reduce citrate levels in the body, and citrate helps prevent kidney stones from forming.

4.     High-protein diets can cause a buildup of protein in the blood.

Overall, this indicates that extra protein in your diet is not necessarily used efficiently by the body and may impose a metabolic burden on the kidneys [10, 11, 12, 13].

2. Increased risk of bowel cancer linked to specific sources of protein

We want to be very clear; a high protein diet has not been linked to increased risk of bowel cancer. However, the type of protein we consume is important to consider.

The World Health Organization has classified processed meats including ham, bacon, salami and frankfurts as a Group 1 carcinogen which means that there’s strong evidence that these processed meats cause cancer. Meanwhile, red meat such as beef, lamb and pork has been classified as a Group 2A carcinogen which means it probably causes cancer [14].

To reduce your risk of cancer, the World Cancer Research Fund recommends eating no more than 3 serves of lean red meat per week. Red meat includes beef, lamb and pork. And to cut out processed meats altogether or keep them to an absolute minimum. Processed meats include bacon, ham, devon, frankfurts, chorizo, cabanossi and kransky [15].

3. Displacing other key micronutrients and macronutrients

Creatives were going viral on TikTok for posting a video with the caption that read “respectfully, you should be trying harder to hit your fibre goal, not your protein goal. Young people aren’t dying of protein deficiency, they’re dying of colon cancer.”

As we’ve just mentioned, a high protein diet doesn’t cause cancer. However, there is a growing body of evidence that suggests an increase in one of the macronutrients beyond the recommended macronutrient distribution range, will reduce the intake of another macronutrient. In other words, when we pursue a high protein diet, it’s common to reduce our carbohydrate intake [16]. Why is this a problem? Well, carbohydrate is our primary energy source. Without our beloved carbs, we tend to have less energy and might experience brain fog and mood disturbances.

 Eating a limited range of food (especially fruit, vegetables and wholegrains) can lead to micronutrient deficiencies. While fruit and vegetables contain natural sugars, they also contain fibre, vitamins, minerals and antioxidants in the form of polyphenols. When we reduce our carb intake, we usually see a drop in our fibre intake. And, that is something we want to avoid doing as low fibre intake can increase the risk of constipation, negatively impact the microorganisms which live in the gut and contribute to an increased risk of bowel cancer [16, 17].

So, what should I do?

Let’s get back to basics.

 1. Realistically, you’ll likely be able to meet your protein requirements through wholefoods. This includes:

-       Lean animal protein including chicken, fish and lean red meats (in moderation as discussed above)

-       Plant-based protein such as tofu, tempeh, soy milk, legumes and lentils

-       Eggs

-       Dairy including milk, yoghurt and cheese

-       Nuts, seeds and nut butters

2. Distribute protein throughout the day. In other words, aim to have a source of protein at each meal and snack to support satiety and muscle building/maintenance.

3. General rule of thumb when it comes to balancing your main meals, aim to have ¼ of your plate protein, ¼ plate starchy carbohydrate (think: potato, rice, pasta etc) and ½ your plate vegetables/salad.

The bottom line?

Eating enough protein is one aspect of what makes up a healthy, balanced diet. Yes, our personal requirements vary based on activity levels, body composition and goals. However, ultimately consuming protein from a variety of sources and distributing it throughout the day is key to meeting your protein needs without overdoing it. 

References

1. Tremblay A., Bellisle F. Nutrients, Satiety, and Control of Energy Intake. Applied Physiolology Nutrition Metabolism. 2015; 40:971–979. doi: 10.1139/apnm-2014-0549.

2. Kokura Y., Ueshima J., Saino Y., Maeda K. Enhanced protein intake on maintaining muscle mass, strength, and physical function in adults with overweight/obesity: A systematic review and meta-analysis. Clinical Nutrition ESPEN. 2024; 63:417-426. doi: 10.1016/j.clnesp.2024.06.030.

3. Hansen T., Sjödin A., Astrup A. Are Dietary Proteins the Key to Successful Body Weight Management? A Systematic Review and Meta-Analysis of Studies Assessing Body Weight Outcomes after Interventions with Increased Dietary Protein. Nutrients. 2021; 13(9): 3193. doi: 10.3390/nu13093193.\

4. National Health and Medical Research Council (2021). Protein. [online] Eat for Health. Available at: https://www.eatforhealth.gov.au/nutrient-reference-values/nutrients/protein.

5. Jäger R et al. International Society of Sports Nutrition Position Stand: protein and exercise. Journal of the International Society of Sports Nutrition. 2017. 14(20). doi: 10.1186/s12970-017-0177-8.

6. Lonnie, M., Hooker, E., Brunstrom, J., Corfe, B., Green, M., Watson, A., Williams, E., Stevenson, E., Penson, S. and Johnstone, A. (2018). Protein for Life: Review of Optimal Protein Intake, Sustainable Dietary Sources and the Effect on Appetite in Ageing Adults. Nutrients, 10(3), p.360. doi:https://doi.org/10.3390/nu10030360.

7. Moore, D.R., Churchward-Venne, T.A., Witard, O., Breen, L., Burd, N.A., Tipton, K.D. and Phillips, S.M. (2014). Protein Ingestion to Stimulate Myofibrillar Protein Synthesis Requires Greater Relative Protein Intakes in Healthy Older Versus Younger Men. The Journals of Gerontology Series A: Biological Sciences and Medical Sciences, 70(1), pp.57–62. doi:https://doi.org/10.1093/gerona/glu103.

8. Gorissen, S.H.M. and Witard, O.C. (2017). Characterising the muscle anabolic potential of dairy, meat and plant-based protein sources in older adults. Proceedings of the Nutrition Society, 77(1), pp.20–31. doi:https://doi.org/10.1017/s002966511700194x.

9. Symons, T.B., Sheffield-Moore, M., Wolfe, R.R. and Paddon-Jones, D. (2009). A Moderate Serving of High-Quality Protein Maximally Stimulates Skeletal Muscle Protein Synthesis in Young and Elderly Subjects. Journal of the American Dietetic Association, 109(9), pp.1582–1586. doi:https://doi.org/10.1016/j.jada.2009.06.369.

10. Gottlieb, Scott. 2002. “High Protein Diet Brings Risk of Kidney Stones.” BMJ : British Medical Journal 325 (7361): 408. https://pmc.ncbi.nlm.nih.gov/articles/PMC1169452/.

11. Asoudeh, F., Talebi, S., Jayedi, A., Marx , W., Taghi Najafi , M. and Mohammadi, H. (2022). Associations of Total Protein or Animal Protein Intake and Animal Protein Sources with Risk of Kidney Stones: A Systematic Review and Dose–Response Meta-Analysis. Advances in Nutrition: An International Review Journal, 13(3), pp.821–832. doi:https://doi.org/10.1093/advances/nmac013.

12. Gottlieb, S. (2002). High protein diet brings risk of kidney stones. BMJ : British Medical Journal, 325(7361), p.408.

13. Tunnicliffe, D. (2025). Nutrition therapy for the prevention of kidney stones : CARI Guidelines. [online] CARI Guidelines. Available at: https://www.cariguidelines.org/nutrition-therapy-for-the-prevention-of-kidney-stones/.

14. World Health Organization (2015). Cancer: Carcinogenicity of the consumption of red meat and processed meat. [online] www.who.int. Available at: https://www.who.int/news-room/questions-and-answers/item/cancer-carcinogenicity-of-the-consumption-of-red-meat-and-processed-meat.

15. World Cancer Research Fund. (2024). Meat and cancer | World Cancer Research Fund. [online] Available at: https://www.wcrf.org/preventing-cancer/topics/meat-and-cancer.

16. Aune, D., Chan, D.S.M., Lau, R., Vieira, R., Greenwood, D.C., Kampman, E. and Norat, T. (2011). Dietary fibre, whole grains, and risk of colorectal cancer: systematic review and dose-response meta-analysis of prospective studies. BMJ, 343, pp.d6617–d6617. doi:https://doi.org/10.1136/bmj.d6617.Mamerow, M.M., Mettler, J.A., English, K.L., Casperson, S.L., Arentson-Lantz, E., Sheffield-Moore, M., Layman, D.K. and Paddon-Jones, D. (2014). Dietary Protein Distribution Positively Influences 24-h Muscle Protein Synthesis in Healthy Adults. The Journal of Nutrition, 144(6), pp.876–880. doi:https://doi.org/10.3945/jn.113.185280.