Why focusing just on protein might be a mistake

Protein is having a moment.
Scroll social media, walk down the supermarket aisle, or glance at a café menu and you’ll see it everywhere. Protein pancakes. Protein cereal. Protein water. But when we zoom in so closely on one macronutrient, are we missing the bigger picture of what actually makes a food healthy?

Don’t get me wrong—protein is essential.  And I love the spotlight it is now attracting.  It's actually long overdue. It helps build and preserve muscle mass (particularly important as we age), supports healthy blood sugar regulation, and plays a role in producing neurotransmitters that influence mood, focus and energy, plus more.  It’s foundational to good health.

The problem starts when “protein” becomes a marketing strategy rather than a nutritional consideration.

Much like the “low-fat” craze of decades past, food manufacturers have learned that slapping the word protein on a label is now a guaranteed way to boost sales. This is leading to a growing number of highly processed foods being perceived as healthy by a new generation of consumers simply because they’re high in protein.

And many people are regularly choosing products that may tick the protein box, but are also heavily processed and lacking a wider range of nutrients our bodies also need.

Take the breakfast cereal that prompted this article. It carries a 4.5 Health Star Rating (a system with its own flaws), claims to provide 10g of protein per serve, but lists sugar as the second ingredient (19.1g of sugars per 100g) —hardly an ideal way to start the day.

Now let’s compare that cereal to some simple, whole-food breakfast options:

100g yoghurt with berries and a sprinkle of seeds
Around 12–15g of protein, plus probiotics, fibre, antioxidants and healthy fats.

Two eggs on toast
Roughly 12g of protein from the eggs alone, plus additional protein and fibre if you choose a good-quality bread.  Add some avocadoes as well for some good fats

Overnight oats made with yoghurt and chia seeds
At least 10g of protein, alongside beta-glucan fibre, minerals and omega-3 fats.

A smoothie made with ingredients such as yoghurt, nut butters, chia seeds and fruit
Often 15g - 20g of protein or more, and when using the right combination of ingredients it provides a nutrient dense meal with antioxidants, omega 3's, good fats and fibre. 

All of these options deliver the same, if not more, protein than the cereal—but they also provide vitamins, minerals, fibre and antioxidants. Importantly, they’re not what we’d classify as ultra-processed foods (UPFs).

Ultra-processed foods are products you wouldn’t reasonably expect to recreate in your own kitchen. They often contain refined ingredients, additives, emulsifiers, flavour enhancers and preservatives designed to improve shelf life and palatability rather than nourish the body.

We’re only just beginning to understand how damaging UPFs can be. Research shows they can interfere with appetite-regulating hormones, disrupt gut health, and encourage overeating by bypassing the body’s natural satiety signals. Ultra-Processed People by Dr Chris van Tulleken is an excellent read for anyone wanting to explore this topic further.

So yes—protein matters. But context matters more.

Rather than chasing protein numbers on a label, focus on where that protein is coming from, what else the food provides, and how processed it is. Whole foods, variety, and overall nutrient density are also important factors that should not take a back seat to protein, no matter how clever the market.

Because health isn’t built on protein alone.