Bars, cereals, yogurt, cookies, pasta. Dozens of products fill supermarket shelves. Some, however, do not go unnoticed. A simple label on the packaging is enough to capture the consumer’s eye: High protein. A walk through the aisles confirms that we live in the era of extra protein, or in other words, the “protein craze”.
Influencers and nutritional illusions
This nutritional trend wants consumers to turn to products rich in protein, with the aim of losing weight, building muscle and a greater sense of satiety. The influence of social media and self-proclaimed nutrition gurus is such that the idea that protein is synonymous with health has prevailed. Experts point out that the average person in developed countries already consumes enough and warn of the consequences of overconsumption of supplements and foods with extra protein. In the US, where there is an obsession with protein, it is estimated that consumption is almost double the recommended daily amount.
According to a study published in the International Journal of Obesity (“Intensive physical training induces NET release in athletes“), it was found that 40% of participants – non-professional athletes – get their information about dietary supplements with extra protein from social media. Influencers influence and the market responds, flooding the shelves with powders, drinks, and even popcorn with extra protein. Although consuming protein, especially after training, provides the necessary elements for muscle reconstruction, most of those who consume such products are not high-level athletes. Nevertheless, they behave as if they are.
The real benefits for the body
Indeed, protein helps in the restoration and development of muscles, strengthens the immune system, intensifies the feeling of satiety and therefore helps in maintaining weight and supports the proper functioning of the body. However, as scientists point out, the benefits are observed with moderate intake, while consuming larger amounts does not offer additional advantages. Protein intake is important for the functioning of the human body. Proteins play a structural role in cells, such as in the composition of collagen, in the reconstruction of muscle and bone tissue. Proteins, as immunoglobulins, are essential for the proper functioning of the immune system as well as in the regulation of sugar through the secretion of insulin.
As for the required amount, an adequate intake of protein of the order of 1-1.5g. per kilogram of body weight, in individuals who exercise or follow low-calorie diets, is considered essential to avoid energy-protein malnutrition and muscle catabolism.
When “high protein” doesn’t mean healthy
The problem is that consumers focus almost exclusively on protein content, avoiding carbohydrates and automatically considering products labeled High Protein as healthy choices. In practice, many of these options – bars, powders, drinks, puddings, cookies, cereals, and even processed meats – fall into the category of ultra-processed foods (UPF). These are products that contain isolated proteins, sweeteners, emulsifiers, flavor enhancers, and artificial colors. Cookies, muffins, cereals, processed meats such as hot dogs, chicken nuggets, fish sticks, and deli meats, as well as alternative sources of protein, are often found in the shopping cart.
However, many of these options are considered ultra-processed foods (UPF) – the expert points out – that is, foods that have undergone extensive industrial processing. UPFs include additives such as flavor enhancers, emulsifiers, stabilizers, sweeteners (aspartame), artificial colors and soy protein isolate. “Looking at the label on the package, some High Protein UPFs contain a high content of saturated fat, while they are lower in fiber compared to less processed products,” explains the clinical dietitian. What are the consequences? Obesity, type 2 diabetes, insulin resistance, hypertension, heart disease are some of them.
Increased risk of cancer and premature death
The ATTICA study (“Mediterranean-type diet trajectories and 20-year cardiovascular disease incidence: the ATTICA study (2002-2022)“, which followed 2,020 men and women with an average age of 45 and followed them for fatal and non-cardiovascular events over a decade, found that they consumed an average of 15 servings of ultra-processed foods per week. With an average consumption of 7, 13 and 18 servings per week, the probability of cardiovascular disease was 8.1%, 12.2% and 16.6% respectively.
In other words, the higher the consumption of such foods, the greater the potential cardiovascular risk. It is worth noting that each additional serving of highly processed foods during the week was associated with a 10% increase in the probability of cardiovascular disease over the next decade.
In other studies, UPFs have been shown to be associated with an increased risk of carcinogenesis and an increased risk of premature death. Protein-enriched ultra-processed foods (UPFs) are generally considered a healthy and favorable dietary choice for weight management. However, compared with minimally processed foods, consumption of UPFs has been shown to lead to overeating and an increase in body weight and fat mass.
Despite the reduction in energy intake and increased energy expenditure, short-term consumption of protein-enriched UPFs does not appear to prevent overeating. At the same time, higher 24-hour insulin and greater postprandial glucagon secretion were observed in the HPLC-UPF diet. These results indicate that the very nature of UPFs makes it difficult to avoid overeating.
The Safe Choice
Whole, unprocessed foods high in protein such as fresh meat, poultry, fish, eggs, as well as legumes, vegetables, and seeds remain the most reliable source of protein. Unlike over-processed products with complex, unnatural, and questionable ingredients, they offer nutritional value without additives and risks.
