Protein consumption trends and nutritional recommendations

A growing market for protein-enriched products, including shakes, bars, and snacks, has led to a surge in consumption, particularly among adolescents. Research indicates that nearly half of teenagers aged 13 to 17 have used protein products, often driven by sports or weight management goals. In Germany, retail revenue for fitness protein products saw a significant increase of approximately 25 percent between March 2024 and March 2025.

Nutrition experts and organizations, such as the German Nutrition Society (DGE), emphasize that most individuals can meet their protein requirements through a balanced diet of whole foods like eggs, fish, meat, dairy, legumes, and nuts. For healthy adults, the recommended intake is approximately 0.8 grams of protein per kilogram of body weight, while adolescents may require slightly more at 0.9 grams per kilogram.

Concerns have been raised regarding the “health halo effect,” where consumers perceive ultra-processed products labeled “high protein” as inherently healthier, despite potential high levels of sodium, refined fats, or additives. Experts suggest that relying on natural food sources is often more cost-effective and nutritionally complete than using specialized supplements.