Protein products: Experts expose the supposed ‘health halo’ around proteins

Shoppers are being warned to be cautious of the growing array of processed foods branded as protein-rich products.

Protein has become increasingly sought-after by Australians in recent years because of its perceived health and fitness benefits.

Keen to capitalise on the trend, food manufacturers are now flooding supermarket shelves with products with claims of high or added protein, from promoting foods that are already high in protein like yoghurt and nut butter to adding it to create products like protein water and protein chips.

Perth clinical nutritionist Kirsty Jenkins said protein, which is key to building muscles and a strong immune system, was a crucial part of a healthy diet.

“We definitely need protein and most people don’t have enough,” she said. “The biggest problem that we see all the time in the clinic is that people are getting it from heavily processed foods.”

Ms Jenkins, who runs Pure Health Nutrition in West Leederville, said the proliferation of protein products was “encouraging more over consumption of processed foods.”

“All these protein drinks on the market have something like 20 grams of sugar per serve. Yes, you’re getting some protein, but you’re also getting a massive hit of sugar,” she said.

The focus on protein has been driven by the rising popularity of high protein diets, such as Keto which is also high-fat and low-carbohydrate and favoured for quick weight loss and cognitive benefits.

Social media is full of high-protein diet plans, recipes and claims that it will improve fitness and help with various ailments.

Some products are simply branded with the amount of protein contained, while others have added protein, such as whey or soy isolate or pea protein.

Ms Jenkins said that she wasn’t a big fan of such additives because consumers can’t be sure of the quality in processed foods.

Emma Beckett, lecturer in nutrition, dietetics and food innovation at the University of NSW, said protein products were often given a “health halo” in their marketing.

“When one attribute of a food is seen as positive, it can make us assume the whole product is health-promoting, even if that’s not the case,” she wrote in The Conversation.

“For protein, the glow of the protein halo can make us blind to the other attributes of the food, such as added fats or sugars. We might be willing to pay more too.”

Ms Jenkins said it was best to focus on a whole foods diet, which can easily provide enough protein.

“There are beans, legumes, tofu, tempeh, and then obviously animal products, like beef, chicken, fish,” she said. “But it’s also about making sure you can educate yourself on how much you need in those meals. That’s probably the bigger issue, as I see it, that people are just not eating enough of the protein.”

Ms Jenkins said some protein products could be beneficial, such as yoghurt, but urged people to check the ingredients list.

“If you’re choosing any products, read the ingredients and make sure they’re minimal ingredients and coming from more of a whole food source,” she said. “We shouldn’t be eating a product that has 15 to 20 different ingredients listed.”