Many of us are familiar with the weekly grocery shop—an opportunity to stock up on essentials, pick out a few treats, and maybe even discover something new. It’s also an opportunity to make thoughtful choices that support health and well-being.
If you’ve wandered the aisles of your local supermarket lately, you may have noticed something curious. It’s not just the rising prices or the occasional empty shelf—a new buzzword muscling its way into almost every corner.
Protein is everywhere these days. Everything is ‘protein-boosted’, from breakfast cereals to chips, crackers, yoghurts, and chocolate bars.
Protein has always been essential to a balanced diet, but it’s become the ‘it’ nutrient in recent years.
‘Protein has received an increasing amount of attention in recent years due to its positive association with muscle mass, weight and appetite control,’ explained Susie Burrell, founder of Designed by Dietitians.
Social media is awash with high-protein snack recipes, fitness influencers tout the benefits of protein shakes, and supermarket shelves are groaning under the weight of protein-enriched everything.
It’s not just health professionals who have noticed our growing love affair with protein. Major food brands and even fast-food giants are hustling to keep up.
Take Subway, for example. Their new Signature Chicken Caesar Regular wrap boasts a whopping 34 grams of protein—over half the recommended daily intake for the average woman, all in one meal.
Rodica Titeica, Subway’s marketing director, said, ‘Consumers are prioritising options that deliver on both flavour and functionality.’
Hormones are another reason to pay attention to protein for women in their late 30s, 40s, and beyond.
‘For women in their late 30s and 40s, more attention is being given to perimenopause and the importance of a higher-protein diet to help optimise metabolic rate,’ Burrell said.
Research from Sydney University suggested that tweaking the balance of macronutrients, especially increasing protein, can help lessen or even prevent weight gain and muscle loss during this transition.
‘Getting the protein equation right is about future-proofing your body,’ said Burrell.
So, how much protein do you need? The general guideline is around 1g of protein per kilo of body weight per day (about 60–80g for most women).
However, for optimal health, especially for women in their 40s and beyond, some experts recommend aiming for 1.4–1.6g per kilo, up to 120g daily.
What’s the difference between natural and added protein?
With so many ‘protein-enriched’ products on the shelves, it’s easy to assume more is better. But not all protein is created equal.
‘Natural sources are best,’ said Burrell. ‘Many protein-fortified foods are ultra-processed. Natural proteins from animal-based foods like meat and dairy offer a full amino acid profile. Plant-based proteins from legumes and wholegrains offer lesser amounts overall.’
Conversely, many protein-fortified foods are ultra-processed and may be high in sugar, salt, or unhealthy fats.
‘Yoghurt will always beat protein-fortified pudding pretending to be yoghurt,’ Burrell warned.
And beware of ‘protein’ versions of junk food—pizza, chocolate, chips—these are often just marketing gimmicks and can be higher in calories and additives.
While protein is essential, it’s possible to overdo it, though you’d have to try hard.
‘A protein-rich food at each meal is a good starting point,’ said Burrell.
For most people, anything over 2g per kilo of body weight is unnecessary and is excreted by the kidneys.
The key is balance. Focus on including a source of protein at every meal—think eggs for breakfast, tuna or chicken in your salad, a serve of Greek yoghurt, or a handful of nuts as a snack.
If you’re concerned about your protein intake, talk to your GP or a dietitian. They can help you determine how much you need and the best sources for your lifestyle and health needs.
Have you noticed the protein trend at your local supermarket? Do you pay attention to your protein intake, or do you think it’s all a bit of a fad? Share your thoughts and experiences in the comments below—we’d love to hear from you!
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