In recent years, more and more products labelled “high in protein” have appeared on store shelves. Protein yoghurts, protein puddings and protein bars can be found in almost every shop. Products not previously associated with protein, such as crisps, biscuits and ice cream, are now getting high-protein versions too. This raises the question: does a higher protein content automatically make a product a healthier choice?
Interest in these products has not emerged without reason. Protein is an essential macronutrient, and adequate protein intake helps maintain and build muscle mass. Monitoring protein intake is therefore important both for people who exercise and those managing their weight. Protein also supports recovery and helps you feel full for longer.
High-protein products can be a convenient way to increase daily protein intake, especially for people with active lifestyles or those who often do not get enough protein. But before assuming that every high-protein product is a better choice, it is worth understanding what the label actually means.
What does the “high in protein” label mean?
The label is not an advertising slogan invented by manufacturers. It was introduced under the European Union’s regulation on nutrition claims, adopted in 2006 to standardise the use of such labels and provide consumers with reliable information about the composition of foods. Although the label was intended to inform people, it is now also frequently used as a marketing tool.
It does not mean that a product must contain a specific number of grams of protein or that it is healthier. It means that at least 20% of the food’s energy value must come from protein.
For example, if 100 g of a product provides 400 kcal, 20% of this amount, or 80 kcal, must come from protein. Since 1 gram of protein provides approximately 4 kcal of energy, the product must contain at least 20 g of protein per 100 g to qualify for the “high in protein” claim.
The use of the label is strictly regulated, and a product must meet this criterion to qualify for it. However, the label says nothing about how much added sugar, fibre or saturated fat the product contains, for example, or how energy-dense it is. In practice, this means that the label describes only one characteristic of the product.
Protein quark cream or regular quark—which would you choose?
At first glance, the answer seems simple. One product has a prominent high-protein claim on its packaging, which may create the impression that it contains more protein than regular quark.
For comparison, I chose Valio PROfeel protein quark cream and Tere fat-free quark. Although they are not exactly the same type of product, both are often eaten for a similar reason: as a quick, high-protein snack.
The first thing that stands out is that the regular quark has a higher protein content. The protein quark cream contains 10.7 g of protein per 100 g, while Tere quark contains 13 g. Tere quark therefore has more protein than the product specifically marketed as a protein product.
Looking further, there is no significant difference in energy content. The protein quark cream provides 68 kcal and Tere quark 69 kcal per 100 g. Both are also low in fat, so neither can be considered better than the other in terms of calories or fat content.
Because the protein quark cream is raspberry-flavoured, the greatest difference appears in the list of ingredients. Although the products have fairly similar sugar content, their sweetness is achieved in different ways. Tere quark has no added sugars, while the protein quark cream contains added sweeteners (acesulfame K and sucralose).
Does this mean that protein quark cream is a bad choice? Definitely not.
It is important to remember that we are comparing unflavoured quark with raspberry-flavoured protein quark cream. A flavoured product will naturally contain ingredients that give it the desired taste and texture, so their ingredient lists are not entirely comparable.
The purpose of this comparison is not to decide which product is better, but to show that an alternative marketed as a protein product may not contain more protein than an ordinary protein-rich dairy product.
What about protein crisps?
The quark example showed that the label did not indicate a higher protein content. However, this is not the case with every protein product.
Protein crisps are a good example of a product for which the marketing claim holds true and the product does contain more protein. At the same time, this does not automatically make it a healthy food.
For example, AllNutrition protein crisps contain 31 g of protein per 100 g, but their energy content remains high and their salt content is also considerable. It is also worth looking at how this protein content has been achieved.
In protein crisps, a large proportion of the protein comes from added protein concentrates or protein isolates, such as pea or milk protein. Various flavourings, emulsifiers, stabilisers and sweeteners are often used to give the product the desired characteristics. Protein snacks are therefore classed as highly processed foods.
This does not make the product a bad choice. If your aim is to get more protein than usual while snacking, protein crisps can be a sensible alternative. However, they are primarily a highly processed snack rather than a wholesome source of protein. It is therefore important to remember that they do not replace a varied meal.
Summary
So, are high-protein products simply a marketing gimmick? No. Are they always the better choice? Also no.
As the examples show, it all depends on the specific product. Some protein products genuinely contain more protein than their regular alternatives, while others do not. You should therefore avoid buying products based solely on the large claim on the front of the packaging. The “high in protein” label also does not describe the product’s overall quality. The back of the packaging often provides a much better overview of what you are actually buying.
What should you keep in mind on your next shopping trip?
Compare protein content per 100 g. Sometimes a completely ordinary product contains just as much protein.
Check the other nutritional values too: energy, fat, sugar, fibre and salt content provide a more complete picture of the product’s quality.
Read the list of ingredients. It will help you understand what the product is made of and give you an idea of how extensively it has been processed.
Consider whether you actually need a protein product. If your goal is simply to increase your protein intake, you do not always have to choose a product specifically marketed as high in protein. Regular quark, cottage cheese and eggs are naturally rich in protein and may be just as good a choice—or even a better one.
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