Protein: why does it sell?

Author: Naomi Jessop, 1st place 2026 CUSAP x CAST essay competition

Edited by Meira van Schaik, CUSAP Blog Chief Editor. Artwork by Freya Pan, CUSAP Social Media Officer

In the past decade or so, there has been a boom in the number and range of protein supplemented products in the market. To put this into perspective, globally, the number of different products has more than quadrupled from 289 in 2013 to 1230 in 2023. But why do they sell? This trend could be driven by the increase in fitness culture within social media and society. What appears to be underpinning this fitness culture is the portrayal of perfection, in terms of appearance and lifestyle, and the damaging act of comparison. When viewers are repeatedly exposed to content of idealised bodies and seemingly effortless exercise and dieting regimes, this may contribute to feelings of dissatisfaction within their own bodies. This is further accentuated by the unattainability as sometimes this content is heavily edited and photoshopped. One study carried out in 2023, analysed the most recent posts of the 100 most popular fitness influencers, specifically looking for imagery involving nudity, sexualisation or objectification and extreme body types. It found that up to two thirds of these promoted unhealthy and unrealistic body and fitness standards. For the average person, it may not be realistic to have the time for the level of exercise these influencers carry out nor the money required for the “clean”, high protein diet, along with the odd fitness class at the local gym. When this lifestyle appears to come so effortlessly, it could contribute to feelings of inadequacy and worries about not doing “enough” exercise or eating the ‘perfect’ diet.

Protein supplementation comes in many forms whether as a powder to add to food or drinks or as a snack in itself, such as a protein bar. Companies make various claims about these supplements, particularly in the protein powders marketed toward gym users. For example, one of the major sport nutrition brands, which sells such supplements, state that their whey protein supports muscle maintenance and recovery. Interestingly, one of the marketing techniques they use is labeling this product as tasting “like dessert” while “hitting like protein”. To zoom in on this phrasing, the word “dessert” seems like a normal and indulgent  constituent of an every day diet, potentially normalising the intake of these protein supplements. If someone is trying to lose weight by following a more restrictive diet, purchasing a product like this may help to control the cravings for something sweet, as well as having the bonus of being “high protein”. What this fails to educate the consumer on is that protein supplements are still a heavily processed food with emulsifiers, sweeteners and flavouring.

In terms of evidence for the benefits of protein supplementation, it has been difficult to find a definitive answer. One systematic review and meta-analysis across 75 studies involving 1206 athletes found that the effect of protein supplementation on athletic performance and post-exercise recovery appears to be limited. In contrast, a trial involving 60 participants who underwent random allocation of either a protein supplement or placebo, found that protein supplementation increased quality of life score by 85.6%. To measure this, the GHQ-28 was used, a “general health questionnaire” used to determine whether one’s mental status varies from their baseline. However, there is a potential conflict of interest as this study was funded by Netsurf Communications and several of the authors are employees of the company. Netsurf Communications owns Nutrimore, whose protein supplementation was used in the trial, raising questions of possible bias within the research.

These findings should not undermine the importance of protein in our diet. Protein is a vital macronutrient which is broken down into amino acids which are then used by the body to synthesise other proteins such as certain hormones and enzymes as well as in the growth and repair of muscles and bones. However, it has been established that the average person in the UK gets sufficient protein in a balanced diet, suggesting further supplementation through the use of powders is not needed. If someone did need to boost their protein intake, this could be achieved by introducing more high-protein foods into their diet rather than relying on highly processed supplements. However, in certain circumstances, these supplements may be the best option for convenience and to fill in gaps within a meal due to time constraints or life circumstances, as suggested by a dietary expert.

While a balanced diet may offer sufficient protein for the average person with a sedentary to moderately active lifestyle, what about those that are highly active or athletes? Although athletes may have greater protein requirements compared to the average person, there is no conclusive evidence for the claim that solely protein supplementation improves athletic performance. Furthermore, protein can be obtained from a variety of natural food  sources without the need for supplements.

Although it was difficult to obtain information about the regulation of these high protein products in the UK, there was a study done which examined health claims made by protein supplements and their compliance with the European Food Safety Authority (EFSA) regulation They evaluated 209 health claims made by protein supplements for athletes,and found that  just 60 fully complied with the recommendations. Examples of unauthorised claims include whey protein leading to fast recovery from muscle fatigue after exercise and increased endurance capacity during the next bout of exercise after strenuous exercise. These claims are classed as unauthorised because of their lack of scientific evidence and potential to mislead consumers.

One of the most vulnerable groups to this type of marketing is young males. This is perhaps due to cultural stereotypes and expectations that men should be muscular and physically strong. There is a type of eating pattern that has been identified as MODE (muscle-oriented disordered eating), characterised by eating behaviours motivated by the pursuit of muscularity. MODE is becoming increasingly prevalent, especially among men. Of course the rise of such disordered eating behaviours represent the more extreme end of the impacts of these marketing techniques and social media trends but it is still a key issue that needs to be addressed.

Overall, the rise in misleading and exaggerated claims about the need for additional protein supplementation may have  negative impacts on the wider population. These effects could include spending money on expensive protein supplements that may have limited nutritional benefits and have minimal impact on fitness, or even developing disordered eating patterns, including an obsessive fixation on protein and exclusion of foods which do not fit in an individual’s ‘ideal’ diet.

To conclude, a high protein diet may support certain fitness goals, such as aiding muscle growth but this does not have to be obtained through protein supplements. The majority of the UK population obtains more than enough protein in their normal diet. There may be exceptions for those that are athletic, pregnant, breast feeding, recovering from illness or elderly who may need to boost protein intake. If unable to meet requirements through changes in food, dietary supplements may be suitable. Ultimately, protein supplements can be pseudoscience in the sense that some of them may make false claims about muscle recovery but either way they still add extra protein into the diet which could improve overall health. However, these supplements are not necessary for the average person and sell because protein is deemed “popular”. The evidence is inconclusive as to whether the use of protein supplements is beneficial or not.

Ultimately, the pseudoscientific element lies not in the health benefits of protein itself, but in some of the exaggerated or unsupported claims made about protein supplements. Although protein supplements may be useful for certain populations, these supplements are not necessary for the average person with a balanced diet. Protein sells because it is “popular”. Consumers should therefore consider the evidence behind specific claims rather than assuming that a product is beneficial simply because influential figures recommend it.