From Rae’s Vital Proteins and Williams’ Happy Viking lines, to Kardashian’s Khloud Protein Popcorn, celebrities are increasingly targeting female consumers with protein-enriched products
For women, the message was loud and clear: be smaller. But then something shifted. These days, beauty and wellness aren’t so much about squeezing into your smallest jeans as they are about having energy, feeling strong and being well nourished. Vitality has replaced thinness as the end goal – and protein, once the gym bro’s go-to, is taking centre stage, not for what it can take away, but for everything it gives.
Regardless of where it comes from – plant, animal or something in between – protein’s role in the body is non-negotiable. “Protein is an essential nutrient needed to repair tissue, build new cells, support the immune system, and for the production of enzymes and hormones essential for many body processes,” explains Shelley Balls, a registered dietitian nutritionist at Flawless Bloom in Utah. And that need only grows during hormonal shifts. “Even more during perimenopause and menopause as oestrogen levels drop,” she adds. But it’s not just about muscles and maintenance: your brain is in on the action too. Since amino acids are key to neurotransmitter production, “a balanced diet with adequate protein promotes cognitive function, including learning, memory and problem-solving,” Balls says.
