Updated 15th July 2025
How much protein do you need? ZOE’s new guide
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Between food manufacturers marketing “high protein” products and fitness influencers raving about protein as the miracle macro, online advice can be hard to follow.
It’s no wonder that most of us are confused about how much protein we actually need.
Protein = profit. Food manufacturers know that slapping a “high in protein” sticker on the front of the pack means people are willing to spend more on it.
However, regardless of how much protein a product contains, if it’s high in salt, sugar, and saturated fat or contains risky additives, it’s still unhealthy.
Thanks to Big Food’s deep pockets, they can pay influencers to convince us we all need more protein. The evidence, however, shows this isn’t true.
Protein needs vary
There’s no doubt that protein is essential, but everyone is different, so our protein needs vary. This difference in requirements depends on a range of factors, including:
sex
age
menopause status
amount and type of physical activity
fitness goals
health conditions
appetite-suppressing medications such as Wegovy
Below, we’ll outline some of ZOE's new philosophy on protein requirements. We may revisit and refine it as new research is conducted, but for now, this is what the evidence suggests about individual protein needs.
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What is protein, and why do we need it?
Famously, protein is needed to build muscles, but it’s also vital for all manner of things, from building hair and bones to digestion and cell-to-cell communication.
It helps form hormones and neurotransmitters, and your immune system would be lost without it.
Protein consists of long chains of amino acids, the building blocks of a cell.
Your body can make some of these amino acids, but it can’t make the “essential” amino acids. This means that you need to consume them in your diet.
Of the 20 amino acids, nine are essential.
If we consume too little protein, we may start to lose muscle mass. At the other end of the spectrum, if we consume much more than our body needs, protein can be converted to energy, and excess energy is then stored as fat.
We have evolved to be very efficient at absorbing protein, so even when intake goes down for a few days, our bodies maintain protein balance well.
Most people in the United Kingdom and the United States already consume adequate protein — with an average intake of 1.2 grams per kilogram of body weight per day.
This is why protein deficiency is virtually unknown in the Western world.
However, certain groups have an increased risk of being protein deficient, including people:
With a reduced appetite.
Following a highly restrictive diet.
Engaging in prolonged, intense bodybuilding or endurance training.
With some medical conditions, including cirrhosis, cancer, and inflammatory bowel disease (IBD).
Over 65: This is due to reduced absorption and protein metabolism efficiency.
So, if protein deficiency is rare, why are “high protein” foods so popular? As we already mentioned, the answer is that they generate significant revenue for companies.
Food manufacturers know that people associate high-protein products with health, fitness, and muscle building. In reality, many of these products are low in helpful nutrients like fiber and bioactives and high in salt, sugar, unhealthy fats, and other additives that won’t support your health.
Also, simply consuming protein doesn’t build muscle unless you’re engaging in physical activity, especially resistance training.
That’s why, for most people, focusing on the protein source is more important for good health than the total amount. Also, committing to daily movement is crucial for muscle and bone health.
Why does protein source matter?
In nutritional terms, meat has historically been classed as a “high-quality” protein source or a “complete protein” because it contains all of the essential amino acids that your body needs.
We now know that plant-based proteins are also a high-quality complete protein.
Importantly, higher intakes of animal-based protein, especially processed and red meat, are linked to poorer health outcomes.
On the other hand, plant-based sources of protein are generally associated with better health, including a reduced risk of cardiovascular disease and dementia.
This protective effect is likely because plant-based protein sources often contain high levels of fiber, which is a nutrient almost all of us (around 95% of UK and US adults) really are deficient in. They also contain:
Many other nutrients, like vitamins and minerals.
Healthy plant chemicals, like polyphenols and other bioactive phytonutrients.
A favorable amino acid profile.
So, by choosing good sources of protein, you’re also ensuring your overall diet is healthy. Here are some healthy protein sources:
beans
lentils
chickpeas
peas
whole grains
oily and white fish
eggs
lean meats like chicken
nuts
seeds
soy products, like tempeh and tofu
Contrary to popular belief, all plants contain all 20 amino acids. However, unlike animal products, the levels of essential amino acids vary from plant to plant.
This means that you need to eat a range of plants to ensure optimal levels of them all.
For example, beans and whole grains together provide good levels of all the essential amino acids.
This is another reason why a diverse diet is important: By eating a range of plant-based sources, you ensure you get adequate amounts of all essential amino acids.
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Lean meats, poultry, fish, and eggs are also good sources of protein because they contain micronutrients, like heme iron and certain B vitamins, which are less frequently found in plants.
Although the evidence of links between these protein sources and health is mixed, they’re certainly better than red or processed meat.
We also recommend fermented dairy products, like yogurt and kefir, as they provide gut health benefits alongside their protein content.
We should note that it’s absolutely possible to get all of the nutrients you need, including protein, from plant-based sources.
This is even true for professional athletes, who need a much higher protein intake than the general population.
OK, so how much do you need?
As we mentioned earlier, everyone’s protein needs differ, so we’ll split the recommendations into different groups.
The recommended amounts below are given in grams per kilogram of body weight per day (g/kg/day).
So, if you weigh 70 kg and your recommended intake is 1.2 g/kg/day, this is how you work it out:
70 x 1.2 = 84 g of protein per day
If you live in the U.S., ZOE's new free app can help you track your protein intake easily, simply by photographing what you eat.
Age groups
Adults: 1 g/kg/day
Older adults (65+): 1.2 g/kg/day
As we age, our protein needs increase for a few reasons:
Protein is absorbed less efficiently in your small intestine.
Your liver becomes less efficient at manufacturing proteins.
Age-related insulin resistance affects cellular protein uptake.
Decreased appetite leads to lower overall intake.
Sex-specific recommendations
Peri- and postmenopause: 1.2 g/kg/day
During pregnancy and lactation: 1.3 g/kg/day
During menopause, as hormone levels change, you have an increased risk of muscle loss (sarcopenia). So, consuming more protein per day can help offset this risk.
During pregnancy, protein requirements increase because you're building a new human and need the extra building blocks. And during lactation, extra protein is needed to produce milk.
During rapid weight loss
Rapid weight loss: 1.4 g/kg/day
Rapid weight loss with increased activity: 1.6 g/kg/day
Losing weight quickly, for instance, while using GLP-1 RA weight-loss drugs like Wegovy, Ozempic, and other GLP-1 RAs, increases your risk of sarcopenia. Consuming adequate protein is important to help reduce this risk.
People with a high BMI
Individuals with a BMI over 30: 1 g/75% of body weight/day
So, if someone weighs 90 kg, they’d work it out like this:
75% of 90 = 67.5
1 x 67.5 = 67.5 grams per day
In this case, we use 75% as an estimate of lean body mass — in other words, the weight of your body minus the fat.
Recreational exercisers
Sedentary or low activity:
Less than 150 mins of moderate activity per week or less than 30 mins per day on average: 1 g/kg/day
Moderately active:
150 minutes of moderate activity per week, 75 minutes of vigorous activity per week, or 30–59 minutes per day on average: 1.2 g/kg/day
Very active:
More than 200 minutes of moderate activity, more than 75 minutes of vigorous activity per week, or more than 60 minutes per day on average: 1.4 g/kg/day
Strength training or body building: up to 1.6 g/kg/day or more
Protein needs vary depending on activity levels. As we exercise, our bodies need protein to repair and build muscle. The more active you are, the more your protein needs increase.
It’s also important to consider the other factors we’ve covered above. For example, someone who is 65 or older but still moderately active may need a little above 1.2 g/kg/day.
Athletes
Strength/power athletes: 1.4–2.0 g/kg/day
Endurance athletes: 1.0–1.6 g/kg/day
Athletes, especially those involved in strength training, need more protein than recreational exercisers.
These figures are aligned with the International Society of Sports Nutrition. However, they’re hotly debated, so they might change in the near future.
It’s worth noting that, unless you’re training very intensely and often, you don’t need this much.
What about vegans and vegetarians?
It’s a myth that meat and other animal products are essential for hitting your protein requirements.
If you follow a plant-based diet and need more information, these articles will be useful:
What about protein supplements?
At ZOE, we always promote whole foods as the best source of nutrients, so we never recommend protein supplements.
These products are often highly processed and don’t contain any other beneficial nutrients, but lots of additives.
However, in some cases, such as people with certain health conditions, protein supplements might be a sensible option.
Summary
Humans are a varied bunch, so it’s no surprise that we need differing levels of protein.
Overall, it’s best not to get hung up on how much protein you’re consuming. If your overall dietary pattern is diverse and healthy, you’re likely to be consuming enough already.
However, if you’re training particularly hard, are an older adult, experiencing menopause, pregnant, breastfeeding, or rapidly losing weight, you may need to be more careful to ensure you get adequate amounts.
And remember, if you're in the U.S., ZOE's new free app helps you track your protein intake simply by photographing what you eat.
