Everyone seems to be talking about protein and how to get more of it into our diet but, while protein might be having a moment, its importance is nothing new.
Found in everyday foods such as chicken, eggs and Greek yoghurt, protein is one of the three essential macronutrients – alongside carbohydrates and fats – that provide our bodies with the energy and nutrients they need to function.
So why the sudden obsession?
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Social media and fitness trends have helped fuel a booming appetite for protein, with powders, bars and snacks increasingly marketed as must-haves.
But experts say most adults are already getting enough protein through their regular diet, without needing to reach for supplements.
And the same goes for Australian children, according to paediatric dietitian Dr Kyla Smith.
It might come as a surprise to parents who struggle daily to get their kids to eat enough meat, but Smith told 7NEWS.com.au most children meet or exceed their protein requirements through a balanced, whole-food diet without the need for supplements.
So if children are already getting all the protein they need, why are celebrities and influencers increasingly spruiking protein products specifically aimed at kids?
‘Preying on the anxiety of parents’
For Sydney-based Dr Mani Upadhyaya, the answer lies between a skyrocketing global obsession with protein and an expanding billion-dollar youth marketing industry.
She believes some celebrities are “preying on the anxieties of parents” who are simply trying to do the best for their children.
“In a world of social media we are bombarded with information and will often look to those we admire for guidance and suggestions on what is best for our families,” Upadhyaya told 7NEWS.com.au.
“If we watch someone looking after their children and being good parents on Instagram daily, we are more likely to follow their suggestions and the companies who use them to sell their products are well aware of this.
“They are not ethical and rely on buzzwords and phrases such as ‘protein’, ‘growth’ and ‘development’ to feel that these things are needed.
“Separating the marketing from the facts is key and if unsure this is where doctors and dietitians are best placed to guide you on what your child genuinely needs.”
Celebrities promoting protein powder for kids
And there is no shortage of high-profile names getting in on the trend.
Reality TV star Khloe Kardashian joined the protein boom with the launch of Khloud, a snack brand offering three flavours sprinkled with its signature Khloud dust – a milk protein seasoning containing 7g of protein per serving.
Australian supermodel Elle Macpherson also launched a children’s version of her WelleCo supplement line, Kids Super Elixir Nourishing Protein, using her own teenage son in Instagram marketing to promote it as a solution for low energy and fast metabolisms.
Model and TV personality Rachael Finch launched her Australian health and wellness brand Kissed Earth in August 2019.
The brand offers a range of wellness products, including hydrolysed collagen peptides, meal replacement shakes and plant-based proteins.
Finch often shares recipes for snacks featuring her products, particularly the protein powders, with some prepared for her own children.
According to the website, the protein powder combines premium bio-fermented plant protein, probiotics and essential nutrients to fuel recovery, support digestive health and help you thrive every day.
One example is her Fairy Bread Slice recipe, which includes half a cup of Kissed Earth Replenish Vegan Protein Powder.
“It will boost the protein content, which is great for kids,” Finch says in the video.
The recipe has prompted questions from followers, with some asking whether the vegan protein powder is actually suitable for children.
Kissed Earth addresses the issue on its website, stating: “Our products are 100 per cent natural and contain nothing artificial.
“However always check with your healthcare professional if you’re unsure or need advice on whether the product is suitable for an individual.”
The brand also sells Thrive Multi-Shake for Kids, which retails for $49.99 and is marketed as a “complete daily nutrition for growing kids”.
According to the website, it delivers plant-based protein, calcium and essential vitamins and minerals to support healthy growth, strong bones, active bodies and everyday wellbeing.
But do children actually need these products and what do experts make of the growing market for protein supplements aimed at young consumers?
What do experts say about children and protein powder?
Despite the increasingly prominent marketing, experts say protein powders are rarely necessary for children.
“It’s not ‘unsafe’ as such for kids to consume protein powder, but mostly it’s not required,” dietitian Smith told 7NEWS.com.au.
“Over 99 per cent of Australian children meet or exceed their protein requirements, without needing a supplement.
“As a general rule, I wouldn’t recommend a protein powder for children.
“If a child has eating difficulties, then we would always want to assess their overall intake before prioritising a protein powder.”
Upadhyaya agrees, saying parents should look beyond supplements when they have concerns about their child’s diet.
“For children who are more selective, this is where the questions about protein powder often come in,” Upadhyaya said.
“If there are genuine concerns for a child’s growth or protein intake these may be considered but there should always be a plan to work towards food sources of protein for longer term health.
“Ultimately powders are an ultra-processed food source that are low in dietary fibre and vitamins and should never replace nutrition from whole foods.”
The risks of too much protein
Protein plays an important role in growth and development, helping the body build cells, tissues, organs and muscles.
But experts warn adding unnecessary supplements to an already balanced diet can come with downsides.
Significant amounts of supplemental protein can put unnecessary strain on organs such as the kidneys and liver.
“Additionally, protein supplements can fill a child up quickly, making it tricky to have an appetite for other foods,” Smith added.
“But if a child has a small amount or some of your smoothie containing a protein powder, they’ll be absolutely fine.”
Upadhyaya also cautions against the potential consequences of children consuming more protein than they need.
“In a child who is eating adequate protein and supplementing with protein powders there are risks of overconsumption of proteins,” Upadhyaya said.
“They are known for causing digestive issues in adults and children alike. They can be quite filling without the additional benefit of fibre therefore can cause bloating, discomfort and constipation.
“In children in particular it can in fact lead to rapid weight gain through the increased calorie consumption rather than the muscle growth we often associate protein powders with.”
How much protein does my child need?
According to Upadhyaya, most children need about 1g of protein per kg of bodyweight each day, an amount which is relatively easy to achieve through a well-rounded diet.
For example, a 130ml yoghurt pouch provides 8g of protein, while a cup of milk on their cereal adds another 8g.
A small 50g serving of salmon or chicken contributes another 10g to 15g – more than enough to meet the daily requirements of an average child weighing 20kg to 30kg.
Even for children who are particularly active or train regularly, recommendations rarely exceed 1.5g per kg of bodyweight, which is generally achievable through whole foods, Upadhyaya advised.
When it comes to protein powder for kids, whether it’s vegan or not, Smith’s advice is simple.
“It’s not unsafe but it is unnecessary. I’d suggest saving your money,” Smith said.
