Protein Hype vs Protein Truth: What You Actually Need (and What's Just Marketing)

Walk through any supermarket these days and you’d be forgiven for thinking the world is in the grips of a protein emergency. Protein bread, protein yoghurt, protein bars, protein water (yes, that’s a thing). Even a humble pack of chicken breasts now comes helpfully labelled “High in Protein” — in case we forgot what they were.

I recently shared our own experience at home of feeding three growing lads and a husband who are currently laser-focused on protein (subscribe to our weekly newsletter here!). And many of you have been reaching out with similar stories of your own.

But amidst all the hype, it’s easy to lose sight of why we need protein in the first place, how to get it into our diets in a balanced, sustainable way, and whether these flashy products are genuinely helpful — or just clever marketing.

Let’s unpack it all.

Why Protein Matters (for More Than Just Gym Gains)

When we talk about the benefits of protein, it’s easy to focus just on fitness or muscle. But protein is one of the most vital nutrients in the body — especially as we age. Here’s what it really does behind the scenes:

Protein Supports Neurotransmitters Like Dopamine and Serotonin

These brain chemicals regulate your mood, focus, sleep, and motivation — and they’re made from amino acids (the building blocks of protein).

• Tryptophan is needed to make serotonin (your calming, feel-good neurotransmitter).

• Tyrosine is needed to make dopamine (linked to drive, alertness, and motivation).

Low protein intake can contribute to mood dips, anxiety, poor concentration, and low motivation.

A dozen eggs lasts no time in our house!

How Your Body Uses Protein to Repair and Regenerate

Protein supports cell repair and regeneration in your muscles, skin, hair, nails, internal organs and even your gut lining.

• Collagen keeps skin and joints supple.

• Keratin nourishes hair and nails.

• Glutamine helps maintain gut lining integrity — key for digestion and immune health.

  
  

Why Protein Is Key for Strength and Metabolism as We Age

From your 30s onwards, we naturally start to lose muscle — and during menopause, that rate can increase significantly.

Women may lose 3–8% of muscle mass per decade, and during menopause, this can increase to 1–2% per year without sufficient protein and resistance training.

Maintaining muscle supports metabolism, strength, balance, bone health, and long-term independence.

How Protein Helps Your Immune System Stay Strong

Your immune system relies on proteins like antibodies, cytokines, and immune cells to function properly.

Illness, injury, or stress increases your body’s demand for protein, and insufficient intake may weaken immunity and slow recovery.

Protein’s Role in Hormones, Digestion and Blood Sugar

Protein is needed to produce digestive enzymes, thyroid hormones, insulin, and many others. These regulate metabolism, digestion, blood sugar, and hormonal balance.

Adequate protein helps stabilise hormonal fluctuations common in perimenopause.

Managing Hunger and Energy Levels with Protein

Protein increases satiety and slows the speed at which sugars hit the bloodstream. It stimulates hormones like GLP-1 and PYY, which tell your brain you're full.

This helps prevent cravings, mood swings, and energy crashes — especially helpful for mid-afternoon slumps or sugar cravings.

When meals are balanced with enough protein, it also becomes easier to curb cravings for high-sugar or high-carb snacks — something we see making a huge difference for many of our clients.

How Much Protein Do You Really Need?

Wondering how much protein you really need? There’s a bit of a gap between government recommendations and what current research suggests might be optimal — especially if you're active, over 40, or trying to manage appetite or weight.

• Government guidelines (Ireland): Around 0.75g per kg of body weight per day

  → That’s roughly 45–56g per day for the average adult

• More current thinking: 1.2–1.6g per kg of body weight

  → That’s closer to 65–100g per day, depending on age, goals, and activity level.

Greek yoghurt is an easy way to supplement your daily protein

I tend to recommend aiming higher rather than lower for most of my clients — especially women in their 40s and beyond. This becomes even more important during perimenopause and menopause, when hormonal shifts can accelerate muscle loss, affect metabolism, and impact energy and mood.

Not eating enough protein can lead to increased hunger, cravings, and dips in energy throughout the day. Over time, that can contribute to weight gain, blood sugar instability, and reduced muscle mass.

When we help clients adjust their diet to better meet their protein needs, we consistently see improvements in body composition, energy levels, appetite control, and overall wellbeing.

In our clinic, we tend to see a few common patterns:

• Under-consumption of protein, particularly among women over 40, vegetarians, and those following fully plant-based diets.

• Lack of variety in protein sources (and not enough beans and pulses!).

• Over-reliance on powders and processed products, sometimes at the expense of real, nutrient-dense foods.

  
  

Helping clients find a balanced, sustainable approach — where protein needs are met through real food first — is a key part of what we do.

Animal vs. Plant Protein: Why Variety Matters

To thrive, we need a broad range of amino acids — the “building blocks” of protein. Getting these from a mix of animal and plant-based protein sources is a great way to nourish your body and support overall health.

Good animal sources (approximate protein per portion)

• 2 eggs = ~13g

• 100g cooked chicken = ~30g

• 150g salmon = ~30g

• 200g Greek yoghurt (high-protein style) = ~20g

• 1 pint of milk = ~18g

• 40g cheese (matchbox size) = ~10g

• 2 slices turkey or ham = ~12g

• 100g lean beef (cooked) = ~26g

• 1 small tin of tuna = ~25g

• 150g cottage cheese = ~15g

Homemade protein bars, see link to recipe below.

Good plant sources

• 1 cup cooked lentils = ~18g

• 1 cup cooked chickpeas = ~15g

• 1 cup cooked black beans = ~15g

• 1 cup cooked cannellini beans = ~13g

• 100g tofu = ~12g

• 1 cup cooked quinoa = ~8g

• 30g mixed nuts = ~6g

• 2 tablespoons peanut butter = ~7g

• 2 slices wholegrain bread = ~8g

• 1 cup cooked oats = ~5g

• 1 tablespoon chia seeds = ~3g

• 1 cup soy milk = ~7g

  
  

Mixing and matching the best sources of protein throughout the day makes it much easier to meet your needs — while also boosting your intake of fibre, vitamins, and minerals.

For vegetarians and vegans, it’s especially important to include a variety of plant proteins daily to ensure you're covering all essential amino acids.

Protein Products: Helpful Boost or Clever Marketing?

While protein products are convenient, they’re not always the best choice

From protein bread to protein water to high-protein puddings — we are not short on options.

And while these products can be convenient, they’re often:

• Expensive

• Highly processed

• Sweetened with artificial additives

• Not necessarily better than whole food sources!

  
  

Yes, they have a place for some people — athletes, those recovering from illness, busy parents.

But for the average person trying to eat well and feel better, simple, whole foods will meet your protein needs beautifully — without the shiny packaging and hefty price tags.

It’s easy to be swept up in marketing claims, but a little knowledge (and a well-stocked kitchen) can help you avoid common pitfalls like overspending, missing out on real nutrients, and relying too much on processed "health" foods.

How to Get Enough Protein Without Losing the Run of Yourself

If you want to boost your protein intake — and keep it simple — I recommend this 3-Step Action Plan:

1. Build meals around real food first.

   Think eggs, fish, chicken, lentils, tofu, yoghurt, and beans before reaching for packaged snacks.

2. Mix it up.

   Combine animal and plant proteins where possible — variety supports gut health, fibre intake, and balanced nutrition.

3. Aim for a little protein at every meal and snack.

   It doesn’t have to be complicated — even small tweaks can make a big difference to your energy, focus, and wellbeing.

(And yes, I'll definitely be forwarding this info to my teenage son — who believes the path to rugby immortality starts with a chicken fillet roll and a protein shake.) 😅

Curious to Learn More?

If you found this helpful, check out some of our other blog posts packed with practical advice, real-world nutrition tips, and easy recipes.

You'll find everything from building balanced meals, to simple swaps for more energy, to realistic advice for family life — without the overwhelm.