The "sport-related" protein product sector is booming. It's estimated that the world will be chewing and gulping down £8bn a year of bars, drinks, and other supplements by 2017.
And the protein drinks are increasingly being marketed in supermarkets to ordinary people.
In the UK, a "high protein dairy drink" called Upbeat is the latest product to get a big marketing push. It follows the path blazed by For Goodness Shakes, a drink primarily aimed at gym-goers and athletes that was picked up by a wider pool of buyers.
Similar lifestyle protein products can be seen in the US on the shelves of the likes of Wal-Mart, K-Mart, Walgreens, and CVS.
Healthy protein intake depends on weight, with a recommended intake figure of 0.8g per kg of weight per day often cited. Age is also a factor. Over the course of a day, the average man should be eating around 55g of protein, while a woman needs 45g, says the British Dietetic Association. In the US, the national public health body, the Centers for Disease Control and Prevention, recommends 56g for an average man and 45g for a woman.
In the UK the mean intake for men is 86.5g per day, with women consuming 65g, says nutritionist Dr Helen Crawley.
Everybody needs protein in their diet on a daily basis as it is essential to body tissues, is necessary for growth and contributes to muscle mass and bone health.