10/07/2026
I feel like the marketing around protein just keeps growing. Almost every product seems to have a “high protein”, “added protein” or “source of protein” version.
It’s understandable that people feel like protein is the key nutrient in their diet.
But as with most things in nutrition, it’s the balance, according to individual needs, that counts.
I have so many conversations with people who are “scared of carbs” (their words), still questioning whether they should be avoiding fruit, whilst at the same time struggling with energy levels, cravings, recovery, performance and mood (the list goes on).
This isn’t an anti-protein message. Protein is incredibly important and high protein products have some practical uses. But sometimes the current messaging means people prioritise protein at the expense of other nutrients - particularly carbohydrates (in my experience).
Very rarely is my primary concern somebody’s protein intake, frequently it’s inadequate carbohydrate intake. Often a starting point is to stop replacing everyday foods with their “protein” versions and just have the regular bagel, the pasta or the cereal.
Carbs aren’t the enemy, and good nutrition is about more than simply adding protein. It’s about getting the right balance of carbohydrates, protein, fats, micronutrients and overall energy intake to support your body, health, training and performance.
Of course - medical conditions and other factors can influence individual requirements including carbohydrate requirements, timings and type.