Protein has become one of the trendiest nutrients. From shakes and bars to fortified yogurts and supplements, it's increasingly taking up space in supermarkets and gyms, especially among those looking to lose weight or maintain muscle mass. However, once again, it's crucial to follow the recommendations of healthcare and nutrition professionals.
Interest in this macronutrient continues to grow, and with it, the range of products promising to help us achieve our fitness goals. But is it really necessary to resort to supplements, or is it just a cleverly disguised marketing strategy? We analyze the current situation, expert recommendations, and how to distinguish what's useful from what's superfluous.
The supermarket is full of 'high protein' products
The protein craze has moved beyond sports stores. You no longer have to search for them in a specialty shop or order a huge tub online. They're in the refrigerated section, next to the yogurts and custards; they appear in ready-to-drink coffees, breads, tortillas, cold cuts, bars, and spreads. A 2025 industry analysis estimated the Spanish market for protein-enriched foods at over €400 million , with a growing presence in dairy products, beverages, meat products, bakery items, cookies, and prepared meals. In March 2026, AECOC (the Spanish Association of Manufacturers and Distributors) identified protein cheeses as among the products leading the growth in the dairy sector.
The supermarket has clearly understood the appeal of the word "protein." It evokes images of muscle, satiety, sports, and healthy eating. It also allows them to market new, fortified foods as novel , even though in many cases these products already contained a considerable amount of protein before the packaging change. This doesn't make all protein products a scam , but it does prompt us to reflect on what we're really buying.
What does science say about protein requirements?
The World Health Organization (WHO) states that the optimal protein intake is up to 0,8 grams per kilogram of body weight per day. High-performance athletes can increase their intake to 1,2-1,5 grams per kilogram, although experts warn that most of it should come from food. The European Food Safety Authority (EFSA), for its part, sets a reference intake of 0,83 grams per kilogram for adults , which for a 70-kilogram person equates to about 58 grams per day. The European authority itself indicates that the average intake of European adults is usually at or above this level.
However, these figures are not universal. Age, health status, pregnancy, amount of exercise, calorie deficit, or athletic goal can all modify protein needs. People who regularly engage in strength training or intense exercise may require between 1,4 and 2 grams per kilogram of body weight , according to protein intake guidelines . But this does not mean that everyone has a deficiency, nor that a sedentary person should copy the diet of someone who trains six days a week.
Expert opinion: supplements, yes, but with discretion.
Marián GarcÃa, known as Boticaria GarcÃa, has been clear on this point. In an interview on 'Las tardes de COPE', the Doctor of Pharmacy and science communicator insisted that before resorting to a supplement, it's essential to analyze nutritional needs, considering factors such as age, diet, level of physical activity, and individual circumstances. Taking a product simply because it's trendy doesn't necessarily mean it will provide any benefit . Furthermore, she debunked the myth that protein is bad for the kidneys: "When I was studying pharmacy, I heard that you had to be careful and not overdo it with protein, because it could be bad for the kidneys. But the protein in legumes, eggs, fish, or chicken is excellent. Women haven't been told that we need 1,2 grams per kilogram of body weight per day," she stated.
In the case of weight loss, the expert pointed out that protein is "the gentle deficit": "I take away a little to help you lose fat, but enough so you can live comfortably." Supplementation can be very useful in these cases or for older people , but always as a complement to a solid foundation. "Supplements are like a bicycle bell: first, the wheels, handlebars, and brakes have to work well," she explained, referring to diet, exercise, and rest as fundamental pillars.
How to read the labels of 'high protein' products?
In the European Union, "high protein" is not a free-flowing term. At least 20% of a food's energy value must come from protein to use that claim, while for "source of protein," 12% is sufficient. The calculation is based on the energy proportion, not on a universal minimum quantity of grams per serving. This means that a low-calorie food can meet the requirement without providing a large amount of protein in the portion we actually consume.
Furthermore, the claim does not guarantee that the food has good overall nutritional quality. It does not establish specific limits for salt, saturated fats, or sweeteners , nor does it require that it provide fiber, vegetables, fruit, or whole grains. Therefore, the word 'protein' should not be interpreted as an automatic synonym for healthy, slimming, or suitable for everyone.
Protein powder and creatine: they are not the same
Whey protein comes from milk whey, and its main advantage is practicality: it provides a significant amount of protein in a small volume, is prepared in seconds, and allows for adjustments to a sports diet. It doesn't have any secret properties that can't be found in food , but it can be useful for those who train, have limited time, or don't meet their protein needs through food alone. For someone who already consumes enough protein, protein shakes are usually a convenient purchase, not a physiological necessity.
Creatine, for its part, is not a protein. It contributes to the rapid availability of muscle energy and has been shown to improve performance in repeated bouts of short, high-intensity exercise. The AESAN Scientific Committee considers 3 grams of creatine per day acceptable for healthy adults , but cautions that the data does not allow for the same level of certainty regarding this conclusion for children. Nor does it mean that every adult should take it; a sedentary person will not automatically obtain a significant benefit from adding creatine to a shake.
Natural alternatives and smart shopping
The arrival of these products can create the impression that it's difficult to meet nutritional needs without resorting to fortified foods. For most people, this isn't the case. Boiled eggs, fish, meat, dairy products, tofu, and legumes are all part of a regular diet . Chickpeas provide plant-based protein and fiber, keep well, and can be used in a complete meal, a salad, or homemade hummus. We can also make peanut butter or other nut butters using only the nuts and a pinch of salt.
Before putting a high-protein product in your cart, it's a good idea to do six checks: think about why you're buying it, look at the grams per serving, compare it to the regular version, read the full ingredient list, check the sugar, saturated fat, salt, and fiber content, and calculate the price per 10 grams of protein. Smart shopping isn't about avoiding everything with added protein, but about achieving a protein-rich diet when it solves a real problem , not because the packaging makes us feel like we're working out while we shop.
Ultimately, the rise of protein supplements and foods stems from a combination of increased interest in exercise, a concern for maintaining muscle mass, and an industry that has found an easy selling point. Some products are useful, others barely improve upon their conventional versions, and some simply use protein to make a dessert or bar appear healthy. The key lies in information, moderation, and professional guidance. Neither demonize them nor fill your cart without thinking: protein is an essential nutrient, but we don't all need the same amount or the same way of consuming it.