Protein power

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This article was published 14/08/2025 (373 days ago), so information in it may no longer be current.

Protein-fortified milk, pasta with added protein, high-protein tortilla chips. Turn down any grocery aisle these days and you’ll likely find a wide variety of products bulking up on a certain macronutrient.

Interest in protein isn’t new (see the popularity of the Atkins and keto diets), but social media has raised the essential nutrient to cure-all superfood status.

“We’re bombarded by this idea that we need to eat more protein to have more muscle and look better, and that is changing consumer behaviour,” says Dr. Dylan MacKay, an assistant professor in the department of food and human nutritional sciences and department of internal medicine at the University of Manitoba.

A 2024 survey of American adults found 71 per cent of respondents were trying to consume more protein, up from 59 per cent in 2022. The same survey determined exposure to food and nutrition content has increased significantly across social media platforms in recent years.

Food manufacturers have capitalized on the craze, launching more than 1,500 new high-protein food and drink products into the Canadian market since 2019, according to a report from Agriculture and Agri-Food Canada.

But not all protein is created equal.

While the experts interviewed by the Free Press say eating more protein can be beneficial, they recommend a more holistic approach to nutrition.

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Carbohydrates, fats and protein are known as macronutrients: food groups that the body needs in larger amounts to function properly.

Each “macro” plays a distinct role in the diet, says Jorie Janzen, a registered dietitian and director of sports nutrition at the Canadian Sports Centre Manitoba.

She describes carbohydrates — such as fruits, starchy vegetables and grains — as energizers, while fats are essentials that allow the body to absorb important nutrients found in other foods.

“And proteins are builders and repairers. That might be plant-based sources or animal sources,” Janzen says.

Canada’s Food Guide lists meat, fish, eggs, tofu, legumes, nuts and dairy products as good sources of protein.

Dietary protein contains amino acids that act as the building blocks for tissue, hormones and enzymes. It’s also more satiating than other foods because it’s calorically dense and takes longer to digest, making it a helpful tool for blood sugar management, says MacKay, whose research focuses on diabetes.

The recommended daily allowance for adults is 0.8 to 1.3 grams of protein per kilogram of body weight — an amount most Canadians achieve with a balanced diet, according to Health Canada.

Unless you live with a condition where excess protein can be damaging, such as kidney disease, “there’s no real upper limit on protein,” says MacKay. “But it can be more expensive and there can be side effects of high protein intake, like gastrointestinal discomfort and gas.”

Certain lifestyles and life stages may require more protein.

“Seniors need much more protein because they can’t process it as efficiently as a younger person, so it’s super important to boost protein to maintain their bones, their muscles, their cognitive health,” says Nadja Abada, a registered dietitian and nutritionist providing virtual counselling services Manitoba.

Health Canada also recommends higher amounts of protein for infants, children and teens, as well as during pregnancy and lactation.

Janzen typically advises clients to aim for 25 grams of protein four times a day via meals and snacks.

For athletes or those engaging in high-intensity exercise, she may bump it up to 50 grams to aid in recovery and the development of lean muscle mass.

But the conversation doesn’t stop at protein.

“It’s a balance of all the macronutrients,” Janzen says. “It’s a balance of your hydration. It’s getting the proper sleep in, making sure you’re mentally well. Protein is part of it, it’s not all of it.”

The dietitians also steer clients towards whole foods and away from relying too heavily on the convenience of protein powders, bars and pre-packaged foods advertising added protein.

“Protein powder should be in moderation — an addition to, not a replacement for your nutrition plan,” Janzen says, citing a lack of vitamins and minerals found in other protein sources.

“I’m not a fan. It doesn’t matter if it’s animal or plant-based, it requires so much processing to be shelf stable,” Abada says. “You need your veggies and certain integral grains, which have perks like fibre.”

Before piling on the protein, Mac- Kay recommends taking stock of your social media diet and advises against following nutrition information promoted by online influencers with a vested interest in views.

“Social media is very bad for what we perceive as a normal body shape or a normal diet,” he says.

“One gram of protein per kilogram of body weight is probably more than enough for most individuals.”

eva.wasney@winnipegfreepress.com