“No need for protein bars”: Safefood report reveals “concerning” health attributes

15 Nov 2019 --- Despite more than one in three people believing protein bars to be “healthy,” 77 percent of offerings are high in saturated fat, while 38 percent contain chocolate as a main ingredient. This is according to a new report from Safefood, the public body responsible for promoting awareness and knowledge of food safety and nutrition issues on the island of Ireland. The report concludes that adults’ protein needs can be met by consuming a varied diet containing a range of protein sources, without the inclusion of commercial high-protein food products.

“From a total calorie perspective, many of the protein bars we surveyed would be the same as a bar of chocolate. Because these are processed snack foods that need to be combined with fat, sugar or salt in order to make them tasty, people would be better sticking to natural sources of protein in their diet. People think these bars are ‘healthy,’ but they contain extra protein and other processed ingredients that people simply don’t need,” Joana Da Silva, Technical Executive at Safefood, tells NutritionInsight.

Instead, she recommends people consume foods such as chicken, lean meat, fish, beans or lentils at mealtimes, while milk, a handful of nuts or yogurt are healthy snacks.

The paper also highlights that both men and women are generally already consuming more protein than they need from their diet. One aspect of the study included a survey of 2,000 adults in the Republic of Ireland and Northern Ireland. Among people who purchased protein bars, some of the main reasons they gave for their purchase included that they are considered suitable as:

• Healthy snacks (26 percent) 
• On-the-go snacks (20 percent) 
• Snacks before or after the gym (19 percent) 
• Snacks for extra protein (17 percent)

“There’s no need for people to consume this extra, highly processed protein. When we look at the overall profile of these products, we need to treat them as we do with other foods that are high in fat, sugar or salt. If we choose to have them, then we need to limit them to small portions, just once or twice a week,” recommends Da Silva. 

Da Silva points to existing research that shows that high-protein diets are becoming increasingly popular with consumers, meaning that there is a demand for these types of snacks. “Some of the reasons that might explain this trend are consumer views on the benefits of high-protein diets in gaining muscle mass, enhancing muscle function, supporting bone health, managing weight, increasing energy and contributing to satiety. There are also changing trends in how people eat and the increasing rise in snacking,” she continues. 

While high-protein yogurts, dairy drinks and smoothies had a relatively low saturated fat content, they were still a source of added salt and sugar.Upsurge in protein claims
The report also examined the nutritional content of 83 high-protein snack foods and drinks available for sale in supermarkets on the island of Ireland. These foods included protein bars, yogurts, yogurt-style products and milk drinks. The “traffic-light” labeling criteria were used to categorize the levels of total fat, saturated fat, sugar and salt into low, medium and high sectors. In addition to being high in saturated fat, 79 percent of protein bars were also a source of salt.

While high-protein yogurts, dairy drinks and smoothies had a relatively low saturated fat content, they were still a source of added salt and sugar. The report highlights that the only benefit identified in literature to support consuming more protein than the recommended amount was in older adults to prevent sarcopenia (loss of skeletal muscle mass and strength as a result of aging).

“What was surprising was the significant and consistent upsurge in the number and variety of foods and drinks for sale which claim to be ‘high-protein’ – an almost 500 percent increase in products launched between 2010 and 2016 with a high-protein claim. What was once a niche product targeted at a specific audience has now become mainstream in our supermarkets, cafes and convenience stores. It’s a concern that one in three people consider these high-protein bars to be healthy,” notes Da Silva.

This popularity is a symptom of sports nutrition barreling toward the mainstream with its appeal reaching athletes, fitness enthusiasts and active consumers. Whey protein remains a key ingredient, while industry is getting creative with applications that satiate consumer demand for performance-boosting healthy indulgence. 

According to Innova Market Insights, the top health positionings of global product launches tracked with a sports and recovery claim in 2018 were Energy/Alertness (37 percent), Gluten-Free (31 percent) and Added Protein (29 percent). 

Earlier this week, Arla Food Ingredients launched Lacprodan ISO.Water, a 100 percent whey protein isolate ingredient, designed specifically for the clear protein beverage space. At Anuga last month, FluidFocus was showcasing protein water made with whey and available in a caffeinated variety. Additionally, protein claims are seeing widespread popularity in other sectors, with Whitehall Specialties launching a portfolio of plant-based cheeses with a relatively high protein content.  

By Katherine Durrell

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