How much protein is too much?

It’s hard to miss. From cereal to chocolate bars, yoghurt to pasta, the word “protein” is plastered across supermarket shelves like a badge of honour. Once mostly talked about by athletes and bodybuilders, protein has become the latest selling point for everyday foods.

Even online, the protein boom is unavoidable. “High protein” is the phrase of the moment on TikTok, where fitness creators show off protein-packed meals as a way to build muscle, lose fat, and stay fuller for longer.

For people like Ethan Grindle, an avid gym-goer, a high-protein diet is simply part of the routine.

“I aim for about 150–170 grams of protein per day, but I usually hit about 140 to 150 grams,” he says.

But do most of us actually need that much? According to New Zealand’s nutritional guidelines, many adults already meet, or even exceed, their daily protein needs through regular meals. The recommended intake for adults aged 19 to 70 is 64 grams for men and 46 grams for women.

Grindle sources his protein from both powders and whole foods.

“In the morning I’ll have a protein powder with milk, and then I think I consume about 500 grams of mince a night,” he says.

For context, 500 grams of mince contains roughly 70 grams of protein.

Registered nutritionist Claire Turnbull says higher protein needs often depend on activity levels.

“If you do a lot of exercise, you’re likely to need more protein than someone who is more sedentary,” she says. “So again, in this situation, supplements might be useful at times.”

For people who train regularly, the optimal intake sits between 1.4 and 2.0 grams of protein per kilogram of bodyweight. That works out to 105–150 grams per day for someone weighing 75 kilograms, right in line with what dedicated gym goers like Grindle consume.

Still, the protein craze persists, and marketing plays a big role. In New Zealand, claims on food packaging are regulated by the Australia-New Zealand Food Standards Code.

To claim it’s a “good source” or “high” in protein, a serving must have at least 10 grams. This low threshold means many everyday products can put “protein” on the front without being particularly loaded with protein.

The result? Protein has become as much a marketing tool as a nutrient, influencing how we shop and eat, whether we need the extra protein or not.