Is protein the new matcha? Understanding the protein trend for women

Once associated with gym goers and bodybuilders, protein has officially gone mainstream. Today, it’s popping up in everything from coffees and waters to yoghurts, snacks and even desserts, as more women embrace strength training and pay closer attention to fuelling their bodies.

But while protein has become the latest wellness buzzword, is it really something women need more of? Or has social media and clever marketing turned an essential nutrient into the next must have ingredient? We spoke to experts to find out.

Why protein is suddenly everywhere

Protein’s rise didn’t happen overnight.

According to Mark, Fitness Manager at Trilogic Fitness and an associate sports science lecturer, years of research have highlighted protein’s role in maintaining muscle mass, supporting recovery and promoting healthy ageing. At the same time, social media has made nutrition advice more accessible, while brands have been quick to respond by launching an ever-growing range of high-protein products.

“Food brands caught on and started reformulating products to ride the trend,” he says.

Clinical and Sports Dietitian Jaclyn Reutens from Aptima Nutrition agrees, adding that growing awareness around muscle growth, weight management, metabolic health and healthy ageing has fuelled demand. As more women embrace strength training and active lifestyles, protein-rich convenience foods have naturally followed suit.

Women are choosing strength over the scales

Perhaps the biggest reason protein has become so popular is that women’s fitness goals are changing.

“Ten years ago, most women who walked into a session wanted to lose weight and the scale was the only marker of progress,” says Mark. “Now more women want to get stronger, improve body composition and see themselves as capable rather than smaller.”

Sports Nutritionist and Strength Coach Alice Park has noticed the same shift.

“Protein used to be seen as something that was only important for bodybuilders or ‘gym bros’, whereas now many more women understand that it’s an essential part of a healthy diet, whether you exercise regularly or not,” she says.

She believes this growing awareness is encouraging more women to prioritise strength training and long-term health, particularly as conversations around healthy ageing, bone health and menopause become more common.

But do women actually need more protein?

Despite the protein boom, Jaclyn says most women don’t necessarily need to dramatically increase their intake.

According to Singapore’s National Nutrition Survey 2022, around three in four Singaporeans are already meeting their recommended protein intake. However, one in two women aged 50 to 69 are still falling short.

So why does it feel like everyone is suddenly reaching for protein products?

While protein-enriched foods can be a convenient way to boost your intake, Jaclyn says they shouldn’t replace minimally processed protein sources such as milk, yoghurt, eggs, fish, poultry, tofu, beans and lentils. Instead, she recommends treating them as an occasional convenience rather than a dietary staple

Rather than relying on protein-enriched products, Jaclyn recommends getting protein from whole food sources such as fish, lean poultry, eggs, dairy, tofu, beans and lentils as part of a balanced diet.

She also cautions against making protein the sole focus of healthy eating.

While protein is essential, it shouldn’t replace other important nutrients like carbohydrates, healthy fats and fibre, all of which play an important role in supporting overall health.

So, should you jump on the protein trend?

Protein deserves its place in a healthy diet, but experts agree it's important not to get swept up in the marketing.

While protein coffees, puddings, yoghurts and snack bars can be convenient options for busy women, Jaclyn says they shouldn't replace minimally processed protein sources such as fish, lean poultry, eggs, dairy, tofu, beans and lentils. Instead, she recommends using them to supplement your intake when needed rather than making them everyday staples.

If you're picking up a protein-enriched product, don't just look at the claim on the front of the packaging. Jaclyn advises checking the nutrition information panel to compare how much protein each serving contains, as well as the levels of saturated fat and added sugar, as some products may be high in protein but still loaded with ingredients you'd want to limit.

Ultimately, experts agree that protein is an important part of a healthy diet, but it shouldn't come at the expense of balance.

As Alice puts it: "I'd love to see the conversation move away from asking, 'How can I take up less space?' to asking, 'How can I become stronger, healthier and perform at my best?' That's where the real long-term benefits lie."