We’re obsessed. From fitness influencers telling you to eat more protein, to supermarket shelves screaming “high in protein” from every label, it’s impossible to escape. We’re all eating cottage cheese to the point where it’s hard to find in your local supermarket. Half of us barely knew what to do with it until the internet told us it was a protein goldmine. But are we being fed a fad? Let’s unpack it together.
Where Did This All Begin?
The rise of protein popularity didn’t happen overnight. It started in the bodybuilding world back in the 80s and 90s, went mainstream with the low-carb movement of the early 2000s, and has been climbing ever since. But in 2024, something shifted and it exploded into everyday life.
A viral TikTok video put cottage cheese at the centre of it all. Suddenly, everyone was making cottage cheese pancakes, flatbreads, and toast topped with cottage cheese and honey. According to The National Milk Producers Federation, cottage cheese contains between 11 – 13 grams of protein per half cup. Cottage cheese sales jumped 12.5% in 2024, then a further 14.3% in 2025.
However, this trend extends beyond a single ingredient. Social media has driven the rise of high-protein lifestyles more broadly, from carnivore diets to creative everyday meal solutions. Cargill reports that 52% of people have tried new foods due to the influence of TikTok and Instagram, with Gen Z leading the charge and embracing bold, protein-rich meals.
How Much Protein Should We Actually Be Eating?
The Mayo Clinic recommends that protein should account for 10% to 35% of your daily calories. For someone eating 2,000 calories a day, that’s roughly 50 to 175 grams of protein, depending on your goals and activity level.
For the average sedentary adult, the baseline recommendation sits at 0.8 grams per kilogram of body weight. A person weighing 75 kilograms, for example, needs around 60 grams per day. But context matters. If you’re over the age of 40, your body naturally begins losing muscle mass, known as sarcopenia, and your needs increase to 1 to 1.2 grams per kilogram. If you exercise regularly, you’re looking at 1.1 to 1.7 grams depending on your training type.
Foods That Are High in Protein
The good news? You don’t need to rely on supplements or heavily processed products. Great protein sources are everywhere. Some of the best options include eggs, chicken breast, Greek yoghurt, lean beef, fish, lentils, quinoa, milk, almonds, seeds and nuts.
As always, variety is the key to a healthy, balanced diet. Drawing from both animal and plant-based sources doesn’t just hit your protein targets; it gives your body a broader range of nutrients to work with.
Read the Label
It’s easy to be swayed by “high-protein” claims, but marketing doesn’t always tell the full story. Many packaged products contain added sugars, fats, or artificial ingredients.
For example, Greek yoghurt is naturally high in protein, while some flavoured “high protein” yoghurts may contain unnecessary additives. Always check the nutrition panel and ingredient list, and choose whole, minimally processed foods wherever possible.
Key Takeaways
The protein craze isn’t new, but Gen Z and social media have propelled it into the mainstream. While increased awareness around protein can support better health, it’s important to approach trends with balance and informed decision-making.
- Not every product labelled “high in protein” is the healthiest choice.
- Always read nutrition labels and prioritise whole foods.
- Protein needs vary based on age, activity level, and goals.
- Balance and sustainability are more important than chasing extremes.
The healthiest people aren’t those hitting exactly 2.2 grams per kilogram every day; they’re the ones who build a sustainable, enjoyable relationship with food that fuels their lives without consuming them. And remember everyone has different needs, and more protein isn’t always better. Beyond what your body needs, excess intake offers limited additional benefit.
Find what works for you and stick with it. If you need help on your health and wellness journey, or more information on how protein could benefit you, our Personal Training team is here to guide you every step of the way.