The one-gram-per-pound of bodyweight guideline is good as a general guideline for fat loss programs, and the 30% of total calories guideline is even better. If you're carbohydrate sensitive, you might fare better with 35-40% protein and reduced carbs. However, it's impossible to set hard and fast rules about protein intakes, because no single rule could possibly apply to everyone. The amount of protein you need depends on how hard you're training and on whether you want to gain, maintain, or lose bodyweight. It also depends on whether you decide to take the high-carbohydrate, low-fat approach or the high-protein, low-carbohydrate method. No single way is right or wrong. What's right is what works for you.
No single diet will work for everyone. Nutrition must always be adapted to the individual. You must make adjustments based on your metabolism and body type. If you've tried the conventional, high-carbohydrate, low-fat diet and it hasn't produced satisfactory results, a diet with moderate or even low carbohydrates might be the answer. If you decide to take the low-carbohydrate approach, you're going to have to increase your protein to make up for the lower carbohydrates. If you don't, you'll end up losing your hard-earned muscle. You're also going to have to eat more than one gram per pound of bodyweight if you want to shift gears at some point and start gaining lean body weight.
Even though it flies in the face of conventional wisdom and seems excessive, it's entirely possible that you might need as much as 1.25 grams to 1.5 grams of protein per day - or more - to get optimal results.
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