Rising Trend of High-Protein Foods: Worth the Hype?

“High-protein” options seem to be popping up everywhere in supermarkets—think pancakes, pasta, rice pudding, and even frozen pizza.

It’s not just brands, either—celebrities are joining in. For example, just two weeks ago, Khloe Kardashian launched Khloud Protein Popcorn, branding it as an ideal snack to enhance your protein intake during the day. And in January, Zac Efron was promoting a protein-packed porridge.

This surge in protein-focused marketing raises some questions. Is it simply a clever sales tactic, or do these products deliver genuine benefits for those aiming to build muscle or maintain a healthy lifestyle? And, of course, is it worth the additional expense?

Recent sales data indicates a notable increase in protein-rich product offerings. According to Mintel, a market research agency, 8.3% of food launches in the first quarter of 2025 boasted high protein claims, excluding sports nutrition items. This marks an increase from 6.1% in 2024 and 4.6% the previous year.

Kiti Soininen, a director at Mintel, mentions that food items naturally high in protein are receiving these labels, but many unexpected products are being marketed in the same way.

“Mousses, desserts, granola, pancakes—sometimes even pizza—are now claiming to be high in protein,” she notes. “It appears that protein is currently enjoying a bit of a ‘health halo.’

Ethan Smith, a personal trainer from Liverpool, acknowledges that high-protein diets can be beneficial for muscle building but suggests relying on whole foods rather than the processed snacks found on store shelves. “Whole foods are your best bet,” he insists. “You can find sufficient protein in vegetables and lean meats.”

Smith believes the convenience of high-protein snacks is driving their popularity alongside a favorable perception of protein among consumers, pushing manufacturers to use this to their advantage.

To lay claim to being a source of protein, products must demonstrate that at least 12% of their energy comes from protein. To market something as high in protein, that figure jumps to 20%.

This can be achieved by incorporating protein-dense ingredients, like nuts and legumes, or by concentrating the product through methods like removing water.

“When someone is in a hurry grabbing a meal deal, it makes sense they might choose a protein bar over two boiled eggs,” he reflects. “In my years as a trainer, the enthusiasm around protein has never been this intense.”

The advantages of protein extend from muscle development and athletic performance to weight management through appetite suppression; it’s even beneficial during pregnancy.

Dr. Paul Morgan, a university nutrition lecturer, mentions that those looking to build muscle should aim for around 1.6 grams of protein per kilogram of body weight daily, while the average person aiming for general health should target about 1.2 grams.

He finds many supermarket items promoting their protein content “gimmicky” and warns that they may not necessarily be as beneficial as advertised. “They have potential benefits,” he says, “but many are ultra-processed foods, a topic we still don’t fully understand in our field.”

The Risks of Excess Protein Intake

Concerns surrounding ultra-processed foods have become a topic of interest lately, with one recent study suggesting a link to premature mortality.

Dr. Morgan explains that researchers are examining how two similar protein sources might differently impact muscles if one is ultra-processed. Another concern is calories, as weight gain is a common issue when increasing protein intake, since excess protein is stored as fat.

Some protein-marketed snacks can be just as calorie-dense as their traditional counterparts. For instance, Nature Valley’s protein bars have 489 calories per 100g, while Cadbury’s similar product contains 485 calories for the same weight.

Dr. Morgan rejects the idea that excessive protein can harm bones or kidneys, though he stipulates that individuals with pre-existing conditions should be cautious.

Despite these concerns, Dr. Morgan does see merit in increasing protein levels in staple foods, especially for older adults who may require more protein for muscle and bone maintenance.

For example, Tesco’s high-protein penne pasta features 8.8 grams of protein per 100 grams, compared to 5.8 grams in the regular version. However, this high-protein option costs more, priced at £4.80 per kg versus £1.29 per kg for the regular penne.

So, do these protein-marketed products offer value? Perhaps, if you have increased protein needs for health reasons or if you’re trying to enhance muscle growth and need that extra boost, according to Ethan.

“If your diet revolves mainly around whole foods and you just need an additional 20 grams to meet your daily target or crave something sweet, then go for the treat. Balance is crucial—but you shouldn’t depend on them,” he advises.

He adds, “When I first started, whey protein was mainly seen as a supplement. Now, it feels like companies are slapping a protein label on everything!”