Think ‘high protein’ means healthy? Think again, dietitian says

High protein, high price — but is it healthier?

PETALING JAYA: “High protein” may sound like a healthy choice, but consumers could be paying a premium for the claim without necessarily getting a nutritionally better product, a dietitian said.

UM Specialist Centre clinical dietitian Rozanna M. Rosly said protein has become one of the most marketable terms in nutrition, appearing on products ranging from yoghurt and cereal to bread, drinks, ice cream, snacks and desserts.

She said while protein-enriched products could offer convenience, consumers should not assume that adding protein automatically improved the overall nutritional quality of a product.

“High protein is not a shortcut for healthy,” she said, stressing that the claim described only one nutritional characteristic of a product.

The growing popularity of high-protein products could lead consumers to overlook other important components of their diets.

A biscuit or dessert, for example, does not become nutritionally superior simply because protein had been added.

Rozanna cited research showing a “health halo” effect, in which the word “protein” could lead consumers to perceive a product as healthier overall.

Research involving protein-labelled breakfast cereals also found that consumers regarded the protein-labelled option as healthier and more nutritious, even though it contained more sugar, sodium and calories when comparable serving sizes were considered.

She said consumers should therefore look beyond prominent claims on the front of the packaging.

“When comparing a regular product with its high-protein version, look at the nutrition information panel and ingredient list rather than focusing only on the large protein claim on the front,” she said.

Consumers should consider the amount of protein provided per serving, the serving size and the product’s sugar, saturated fat, sodium, fibre and calorie content.

They should also examine the main ingredients and determine whether the product offered meaningful nutritional benefits compared with a conventional alternative.

Rozanna said cost was another important consideration, as some protein products carried a significant price premium simply because they were marketed as high in protein.

Instead of comparing only retail prices, consumers could assess the cost per 10g or 20g of protein while considering the other nutrients provided.

“Consumers should distinguish between nutritional value and marketing value,” she said.

Ordinary foods could sometimes provide comparable amounts of protein at a lower cost while offering additional nutrients.

Eggs provide protein together with vitamins and minerals, while fish can offer beneficial fatty acids and other micronutrients, depending on the type.

Milk and yoghurt provide protein and calcium, while tofu, tempeh and legumes can contribute protein, fibre and other nutrients.

However, Rozanna stressed that protein-enriched products do not need to be avoided altogether.

A higher-priced option could be worthwhile when its convenience served a genuine nutritional purpose.

“For someone who genuinely needs more protein or struggles to consume sufficient food, a convenient high-protein yoghurt, drink or supplement may be useful,” she said.

The concern arose when people who already had an adequate diet began purchasing protein-enriched versions of everyday foods solely because of the healthy image associated with the label.

Rozanna said consumers should ask not only how much protein a product contained, but also what they were paying for and what the food would replace in their diet.

She also cautioned against treating protein intake as a competition.

“I would not tell Malaysians to avoid high-protein foods. I would tell them not to be hypnotised by the word ‘protein’.

“Protein is important, but more is not automatically better, and ‘high protein’ is not a shortcut for ‘healthy’.”

Ultimately, Rozanna said consumers should assess a food as a whole instead of allowing one prominent nutritional claim to determine whether it belonged in a healthy diet.