The functional food market is developing at a rapid pace, and high-protein products have become one of the hottest nutritional trends in recent years. Today, you can find almost everything in a “protein” version on store shelves — from bars and yogurts to breakfast cereals and protein drinks. Consumers increasingly reach for products labeled “high protein” because they associate them with something healthy, valuable, and “fit.”
The Importance of Protein in the Diet
Consuming protein in the daily diet is extremely important. Alongside carbohydrates and fats, protein is a macronutrient essential for the proper functioning of the body, especially in a high-protein diet. It serves various functions in the body, including supporting muscle growth and regulating metabolic processes. It plays structural roles (tissues, muscles), regulatory roles (enzymes, hormones), and energetic roles (4 kcal/g), making its dietary role enormous.
The body’s protein requirements are not fixed and depend on many factors — primarily age, body weight, physical activity, and health status. General dietary guidelines suggest that adults should consume 0.8–1.0 g of protein per kilogram of body weight per day to maintain adequate protein levels in the diet. Physically active individuals or those in recovery may need much more, even up to 2.2 g/kg of body weight per day.
Factors Influencing Protein Requirements
The broad functionality of protein is likely the reason for its recent surge in popularity within the context of high-protein diets. Products on the market labeled as “protein” or “high-protein” must meet specific criteria regarding protein content. According to the EU Regulation (EC) No. 1924/2006 on nutrition and health claims:
- “Source of protein” may be used if at least 12% of the energy comes from protein.
- “High protein” may be used if at least 20% of the energy comes from protein.
Thus, what matters is not only the total protein content but also its proportion in the overall energy value of the product. In practice, a high-protein product should provide approx. 5 g of protein per 100 kcal to support muscle mass development. Of course, the absence of the claim “high protein” on the label does not mean that the product fails to meet this requirement. Nutrition claims are voluntary, and it is up to the manufacturer to decide whether to include them in labeling when conditions are met.
Natural Protein Sources vs. Fortified Products
Among the wide range of “high-protein” products on the market, we find both those naturally rich in protein (such as meat, dairy, and legumes) and those fortified with protein during production. Most often, protein fortification involves the addition of whey protein concentrates and isolates (WPC, WPI) or plant proteins such as soy, pea, rice, and hemp protein.
Supplementation and Protein Additives (WPC, WPI, Plant Proteins)
From a nutritional perspective, a “high-protein” product may have a composition similar to its typical counterpart, only with added protein — but not always. To maintain consumer-acceptable taste and texture, producers often need to modify product formulas.
Formula Modifications and Their Nutritional Consequences
In processed protein-fortified products, we often find added sugars (e.g., glucose-fructose syrup), saturated fats (e.g., palm oil or hydrogenated fats), or food additives (sweeteners, colorants, thickeners). The nutritional value of such modified products may differ significantly from that of foods naturally rich in protein. However, they should not be automatically disqualified just because they are manufactured rather than naturally occurring. In nutrition, balance is key — a varied and well-balanced diet should remain the foundation.
How to Read High-Protein Product Labels
When choosing high-protein products, it is worth paying attention to several label aspects that allow for informed decisions regarding protein intake. It is recommended to check:
- Ingredient list — should be short and clear;
- Energy value — does the kcal content match our nutritional needs;
- Protein content and source — optimally 15–25 g of complete protein per serving, crucial in a high-protein diet;
- Sugar and saturated fat content — the less, the better.
A Balanced Evaluation of “High-Protein” Products — Practical Guidelines
It is difficult to give a definitive assessment of products labeled “high protein.” These products are undoubtedly a “hit” in recent years, gaining popularity in the food market. When chosen wisely, consumed in moderation, and complementing a well-balanced diet, they can be an attractive nutritional option and should be treated as such. They should not be dismissed as mere marketing tricks to boost sales. They are not pure “hype.” Instead, they can serve as practical tools supporting dietary goals — provided they are used consciously and in moderation.
On the other hand, if treated as a “magic solution” and justification for poor dietary choices simply because they are labeled “protein,” they may indeed be perceived as “hype” being sold to consumers.
Summary: Conscious Choice and Consumer Education
A “high-protein” product makes sense only when accompanied by conscious consumer choice, education, and awareness of the protein products available on the market. This is why reading labels carefully, checking ingredients, and verifying nutritional values are essential to making informed purchasing decisions about protein intake.
Laboratory Testing — Supporting Informed Choices
Conscious consumers increasingly reach for products labeled “protein.” For such claims to be credible, proper verification is essential.
At J.S. Hamilton laboratories, we provide comprehensive food testing, including:
- Determination of protein content and nutritional value,
- Verification of compliance with food law requirements,
- Qualitative and quantitative analyses for producers and distributors.
Thanks to this, producers can confirm their declarations, and consumers can be sure they are choosing safe products consistent with labelling.
If you have any questions or concerns, J.S. Hamilton Experts are at your disposal.