Quote from Alex bobby on June 24, 2025, 4:38 AM

Why You Probably Don’t Need Foods with Added Protein, According to Nutritionists

Walk into any grocery store today, and you’ll likely spot a growing number of products boasting added protein—granola bars, popcorn, milkshakes, even pancake mix. Marketed as a quick health boost, these high-protein snacks promise everything from muscle gains to better energy levels. But according to leading nutritionists, the truth is much simpler: most people don’t need extra protein, and buying into the hype may be more about marketing than actual health benefits.

“Adding protein to foods is very beneficial for the profits of that food,” says Federica Amati, nutrition lead at Imperial College London and head nutritionist at ZOE, a health science company. “It is not based on health, it is not backed by science.”

Protein: Vital But Overhyped

Protein is undoubtedly essential to life. It helps repair and maintain muscles, bones, skin, and tissues, and is involved in countless cellular processes. It’s one of the three main macronutrients, along with carbohydrates and fats, and the body uses it daily to function properly.

Yet, despite its importance, nutrition experts say that for most people—especially in developed countries—there’s little need to go out of your way to consume more.

“Unless you have a specific health issue that requires you to have more protein, most people in countries like the US and the UK do not need more,” says Bridget Benelam, a nutritionist at the British Nutrition Foundation.

In fact, if you're eating enough calories from a varied diet, chances are you're already meeting your protein needs.

How Much Protein Do You Actually Need?

According to the World Health Organisation (WHO), the average adult needs about 0.8 grams of protein per kilogram of body weight, or 0.36 grams per pound. That equates to roughly 50 grams per day for the average woman and 60 grams for the average man.

Children, older adults, and people recovering from illness may need more to support growth or tissue repair, but for most healthy adults, these levels are sufficient.

Amati explains that our bodies are extremely efficient at utilising protein, even from plant sources. “Because protein is so important, our body has adapted really well to making sure that it can reassemble and change the building blocks of these amino acids to make sure we have what we need, as long as we’re eating adequate amounts of food,” she says.

Why the Added Protein Trend?

So why the explosion in high-protein marketing?

The answer lies largely in consumer trends and food industry profits. In a world where people are more health-conscious and time-starved, “protein” has become a buzzword associated with fitness, strength, and diet success. But these labels often capitalise on consumer misconceptions.

Many products labeled “high-protein” contain only marginally more protein than their regular versions—and often include added sugars or artificial ingredients to boost flavour. What’s more, they tend to be significantly more expensive.

In short, these items are often less about nutrition and more about branding.

Where Should You Get Your Protein?

Instead of reaching for protein-fortified snacks, experts recommend sourcing protein from natural, whole foods. High-quality protein can be found in:

• Animal-based sources: poultry, beef, pork, fish, eggs, milk, cheese, and yogurt.
• Plant-based sources: lentils, chickpeas, beans, tofu, tempeh, nuts, seeds, and whole grains.

Benelam also notes the importance of spreading protein intake throughout the day.

“It appears to be better for preserving muscle function if you have some protein throughout the day, rather than just having it all in one meal,” she says.

This means having a portion of protein at breakfast, lunch, and dinner—rather than chugging a protein shake after dinner or grabbing a bar on the go.

Want Muscle? Don’t Rely on Bars

Another myth perpetuated by protein-rich marketing is that eating more protein alone will help you build muscle. But experts are clear: diet alone won’t change your body composition.

“If you’re worried about your body composition and muscle strength, you have to lift (heavier) weights and give your body a challenge,” says Amati. “Eating a protein bar is not going to help.”

Exercise, particularly strength training, is the real driver of muscle development. Protein supports that process, but without the stimulus of resistance training, those extra grams won’t magically turn into muscle mass.

Final Thoughts: Focus on Balance, Not Buzzwords

While protein is a necessary part of any balanced diet, the recent trend of fortified, high-protein foods is more a product of clever marketing than genuine need. For the average person, consuming a varied and adequate diet will more than meet protein requirements without the need for expensive, processed "protein-enhanced" foods.

Instead of obsessing over labels, aim for variety and balance. Choose whole foods, eat mindfully throughout the day, and stay active. Your body—and your wallet—will thank you.

Conclusion

For most people, getting enough protein isn’t a problem—especially with a balanced diet. Nutritionists agree that added-protein foods are often unnecessary and driven more by marketing than actual health needs. Instead of reaching for fortified snacks, focus on whole food sources and regular exercise to support your body naturally.

Meta Description:
Think you need more protein? Nutritionists say most people get plenty from a normal diet—no bars or shakes needed. Here’s what to know before buying into the added protein hype.