US consumers increasingly distrust foods promoted as high in protein, despite the boom driven by GLP-1 drugs. 25% use scanning apps to check labels and one third believe the industry exaggerates protein content.
American consumers are growing increasingly skeptical of foods advertised as high in protein, in the midst of a boom in these products driven by GLP-1 weight-loss drugs such as Novo Nordisk's Ozempic and Eli Lilly's Mounjaro. Users of these medications are looking to counter the muscle loss they can cause and say they will spend 11% more on protein-rich foods than before starting treatment, according to an August survey by Boston Consulting Group cited by Reuters.
Even as shoppers seek new sources of protein for their diets, Reuters interviews with consumers and executives reveal growing skepticism: some doubt that products contain as much protein as the advertising suggests, while others reject those with so many additives or sugar that they undermine their healthy promise.
A NielsenIQ report noted this year that the snack industry has entered its 'accountability era': 25% of respondents use scanning apps to check the nutritional value of products, up from about 17% the previous year. 'Protein is no longer a differentiator,' said Chris Costagli, lead marketing researcher at NielsenIQ and co-author of the report.
Megan Gisela Bautista, an employee at a nonprofit in Maryland who does strength training, was recently disappointed by the protein content of a chicken jerky snack that touted its high protein in a large, colorful font. 'I'd have to eat five of them,' she said. 'That's bad for you.' Zack Spears, of Dallas, checks nutrition labels regularly and watches YouTube videos from a content creator who analyzes products marketed for their protein. 'As this protein craze explodes and things get more expensive, I want to make sure what I put in my body is healthy,' he said.
Some brands acknowledge the greater scrutiny. 'Protein is here to stay, but the conversation must evolve,' said Susan Zaripheh, director of research for North America at Danone. 'Consumers are starting to look beyond the gram and are more informed about the nuances of protein source and nutrient density.' Over the summer, the French company filed a false advertising lawsuit against Chobani, accusing it of inflating its protein claims on labels by using non-standard serving sizes; Chobani denied those accusations and said its labeling is accurate and transparent.
Hormel Foods, known for protein-rich products such as Spam and canned lunch meats, said it avoids using additives to boost protein. 'We believe that, in the long run, people don't want too much science in their food,' said Jason Levine, Hormel's chief marketing officer, referring to additives such as 'whey protein, pea protein or scientifically engineered protein isolates.'
Reuters identified several brands that advertise their protein content based on larger servings than those used in the regular versions of the same product, including pastas, oatmeals and granolas. Nature Valley, owned by General Mills, sells a version of its loose 'oats n honey' granola that advertises 13 grams of protein based on a 2/3 cup (65 grams) serving, more than double the 1/4 cup (27 grams) serving it uses for its regular granola without fortification. General Mills considered the regular version a snack, while the protein version can be eaten as a snack or as a more complete cereal meal.
For Jonathan Bonnet, a Stanford professor and medical director of the Ardmore Institute of Health, the product's protein-to-calorie ratio indicates a 'very low total amount of protein,' and a glass of skim milk provides more protein than that 2/3 cup serving. Bonnet said more patients have been asking him lately for guidance on their protein intake.
Despite the skepticism, other companies are expanding their offerings to meet demand. Circana reported in August that around 48% of US adults are looking to add protein to their diets, 7 points more than the previous year. Discount supermarket chain Aldi will launch a new line of private-label protein pancakes in October, while Walmart will sell a protein-infused instant coffee from J.M. Smucker's Folgers exclusively from November to January. Globe Market Research estimated during the summer that the global protein-enriched food market was worth nearly $58 billion last year.
Some consumers and dietitians note that the trend has led people to eat more protein than they need. The NielsenIQ report indicated that one third of more than 1,000 respondents believe the industry is exaggerating protein, and another third believe some products have too much protein. Dana Hunnes, a professor and clinical dietitian at UCLA, argues that the average person does not need as much protein as the industry's marketing promotes, and warned that some products marketed for their protein have too many processed ingredients to be considered healthy. 'I've seen the equivalent of a candy bar' advertising protein, she said. 'Just because it has protein doesn't mean it's something you should eat.'
