Understanding Protein Products: Marketing, Value, and Healthy Choices

Sydney, Sep 15 (The Conversation) If you've been grocery shopping recently, you may have noticed an increase in foods boasting bold protein claims on sleek black packaging.

From powders and bars to yogurt, bread, and even coffee, protein seems to be the buzzword of choice for marketers. International surveys indicate that consumers are buying more protein with the belief that it will enhance their fitness and overall health. But, marketing strategies can also impact our decision-making.

Before your next shopping trip, it's worth understanding how protein products are marketed. As a food and nutrition expert, I'm offering tips on choosing the best value animal or plant-based protein for each USD 1 you spend—and, spoiler alert, it’s not protein bars.

Understanding Protein Claims

Let's dive into those "high protein" or "increased protein" claims you're seeing more frequently on shelves.

In Australia and New Zealand, specific rules and nuances dictate how and when companies can use these phrases.

Under these guidelines, labeling a product as a "protein" product implies it’s a "source" of protein, meaning it has at least 5 grams of protein per serving.

While "high protein" isn't explicitly defined in food regulations, it is generally understood to mean a "good source" of protein, requiring at least 10 grams per serving.

An "increased protein" claim indicates the product has at least 25 percent more protein than the standard version.

For instance, a "protein"-branded Mini Babybel cheese meets the criteria with 5 grams of protein per 20-gram serving, only slightly higher than the 4.6 grams found in the original version.

The Role of Black Packaging

Black packaging is a strategic design choice by food marketers, serving as a visual cue for protein content.

Green usually signals natural or eco-friendly products, red and yellow emphasize energy, while blue suggests coolness and hydration.

Black, however, now signifies protein content, often implying premium quality or performance-enhancing qualities.

The Health Halo Effect

When one attribute of food is perceived positively, like protein content, it can form a "health halo" that makes us overlook other less beneficial aspects, such as added fats or sugars.

This can affect our willingness to spend more money. Remember, protein deficiency is rare in countries like Australia, and it's possible to consume an excess amount.

Maximizing Protein Value

If you find yourself needing more protein, here's how to get the best bang for your buck.

Animal-based foods like meat, fish, poultry, eggs, and cheese are nutrient-dense and high in quality protein, ranging from 11 to 32 grams per 100 grams.

For instance, a chicken breast might offer 60g of protein, a can of tuna 22g, a 170g tub of Greek yogurt 17g, and two eggs 12g. Chicken is economically efficient, providing over 30g of protein per USD 1.

But plant-based options can be equally compelling when considering cost.

Legumes, such as beans, lentils, and soybeans, provide about 9g of protein per 100g and approximately 20g per USD, comparable to protein powders.

A 30g handful of nuts or seeds, like sunflower seeds, can offer about 7g of protein. Similarly, just one cup of frozen peas provides 7g.

Peanuts cost approximately USD 6 per kilogram, providing 42g of protein per USD, while dry oats at USD 3 per kilogram offer 33g of protein per dollar.

In contrast, processed protein bars are generally less economical, providing merely 6-8g of protein per USD. Fresh foods often surpass processed alternatives in both price and protein value.

While packaged products are convenient, they might not deliver the best nutrition or value when relied upon merely for convenience, color, and marketing buzzwords.

Opting for a diverse mix of fresh and whole foods can offer an assortment of vitamins and minerals while mitigating the risks of consuming too much of any one component—all without stretching your budget. (The Conversation) SKS SKS

(Only the headline of this report may have been reworked by Editorji; the rest of the content is auto-generated from a syndicated feed.)