,Just a few short years ago, protein was all about the gains. It meant chalky shakes, for real bodybuilders, in serious gyms only. But now, it’s for the masses. We see it in supermarket cereals, pasta, yoghurt, coffee, and all over our social media feeds. In fact, December 2024 saw 28% of shoppers in the UK actively increase their protein intake. But how did we get to this point? We’re exploring how protein went from a niche gym supplement to everybody’s go-to daily essential – and why you should follow along. The Protein Glow Up: Why Everyone Is Prioritising Protein – lets get into it.
How the protein craze was built
It wasn’t always like this. Protein only recently became a targeted macronutrient marketed for all, as opposed to something solely used by the bodybuilding and fitness community. In fact, in the 80s and 90s, protein supplements were almost exclusively associated with bulking up and gym performance – your typical ‘meathead’!. But little did we know, they were actually onto something.
The popular Atkins and Paleo diets of the 2000s picked up on this, linking protein to satiety and health for the everyday consumer, and turning it from a body-builders best friend into something people of all ages and lifestyles should prioritise.
The cultural shift of protein
Protein’s popularity was further spread by social media and the growing prioritisation of ‘wellness’ in the masses. Fitness influencers, ‘foodtok’ creators, supplement brand partnerships: they all helped protein’s star shine brighter than ever, highlighting how it can support everyone’s body, and not just those packing on inhuman amounts of muscle.
It hasn’t taken long for the importance of protein to reach public consciousness. In the UK, 54% of people now know that you need more protein in your diet as you age, and this can be seen in the popularity of high-protein products on our shelves.
These aren’t just your typical protein-packed foods, either. Now, we see brands selling desserts, cereals, pasta, bread, and more fortified with this popular macronutrient. All claiming to be ‘high-protein’, trying to outdo the others. All adding to our collective belief that protein is more than just a supplement, it’s a basic pillar of good nutrition – and we’re not eating enough.
And, while we don’t necessarily think a high-protein seltzer is the best source of it, they are technically right.
Is protein actually that important?
In short, yes.
In long, protein does far more in your body than just build muscle; it’s a key player in almost every bodily function.
- It’s great for satiety (as the Atkins dieters thought), keeping you fuller for longer, stabilising your blood sugar, and reducing those pesky afternoon energy crashes.
- It boosts your metabolism, as your body burns more calories digesting protein than carbs or fat.
- It supports the production of serotonin and dopamine, improving your mood and focus.
- It provides your body with collages and keratin for healthy skin, hair, and nails.
- And it’s the building block for antibodies in your body, supporting your immune function and keeping you healthy.
Protein is vital for our health and wellness, no matter your age or lifestyle. It can often be overlooked by some demographics, with them thinking they don’t need to hit certain targets as much as highly active individuals. But this couldn’t be further from the truth…
Protein for sedentary lifestyles
You don’t need to exercise to need protein: sedentary lifestyles including office workers still have high demands. Protein has a big impact on your focus, so a high-protein lunch can give you steadier energy and brainpower through the afternoon.
It can also be tempting as an office worker to skip breakfast or rely on ultra-processed foods for convenience, but this can create some significant protein gaps. So, if you want to stop feeling exhausted by 3pm (find out more about how nutrition links to the 3pm slump here!) and keep your work quality high all hours of the day, start by checking your protein intake.
Protein for the average person
Not a gym-goer, not sedentary: the average person can sometimes underestimate their protein needs because they’re not necessarily aiming to pack on muscle. However, protein also supports muscle repair from everyday movement, including climbing stairs, a lunchtime walk, or carrying heavy shopping bags. It also aids in recovery from illnesses, stress, or general fatigue.
In reality, moderately active people often try to eat healthy, but still unkowingly miss protein targets. So, just know, you don’t need to be training hard to start prioritising this macro.
Protein for children and teenagers
Protein needs don’t start at a certain age: they’re critical during growth as well as adulthood. Everything from muscle, bone, and brain development to immune function is supported by protein levels in the body, so children and teenagers need enough.
It also sets a strong foundation if you form good protein habits young, giving children and teens a solid nutritional understanding as they get older. Whole food sources are king here, so if you’re trying to give your child more protein, focus on eggs, dairy, meat and legumes before considering supplements.
Protein for over 60s
This is one of the most important demographics for prioritising protein. Natural muscle loss begins at around 40 years old, and it will accelerate without enough protein to support your body. Without it, your mobility, independence, energy, and long-term health will be affected.
Protein is also increasingly important for bone health, immunity, and wound healing as you get older – so reaching your targets is not a fitness choice, it’s a longevity one.
At this age, timing matters as much as quantity. Try to spread protein across meals throughout the day for more consistent support.
How to fit more protein into your diet
Not sure if you’re hitting your protein targets? There are some easy changes you can make to up your intake without overhauling your entire diet.
- Eat protein at every meal, not just dinner.
- Some quick wins include eggs at breakfast, Greek yogurt as a snack, or swapping refined carbs for higher-protein alternatives.
- Try to mix animal and plant protein sources across the day for more variety.
- Use protein supplements if you’re busy, less mobile and able to cook for yourself, or struggle to find plant-based protein.
- Just as you’d check calorie amount on labels, start looking out for protein.
Just pick one of these at a time to make life easier for yourself, and your protein levels will be boosted in no time.
Get the protein glow-up
The journey protein has taken is one that mirrors the wider wellness sphere at the moment: it’s about function and longevity over aesthetics.
Are you 25 and desk-bound? 45 with growing kids? 65 and focused on your health? Protein is relevant.
Shop our range of protein powders to help make wellness effortless, no matter your age or lifestyle.
References
‘High protein’ claims dominate Europe | Food Navigator
The Rise of Protein Foods: A Growing Trend in Health and Fitness | WheyHey
Consumers demand natural, high protein dairy products | AHDB
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