The new diet trend is about lots of protein: What’s up with the high protein ad?

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Whether it’s pudding, bread, curds, cottage cheese or bars: suddenly there’s an extra protein version of everything. Proteins, also known colloquially as proteins, seem to have replaced light products in many supermarkets.

When asked, main distributor Migros confirmed this observation: The trend has changed, consumers are “increasingly interested in lifestyle and fitness, rather than losing weight through diet”. Migros has therefore significantly reduced its “Léger” lightweight product range. Coop also observes this trend towards protein-rich foods: “We are currently seeing a trend towards low-carb and high-protein products.”

That’s why proteins are important when losing weight

“Proteins are macronutrients and consist of amino acids. They are essential for life and are therefore part of a healthy, balanced diet,” explains Maria Keel (30), vice president of nutritional therapy and diabetes specialist advice at the Hirslanden Clinic in Zurich.

Proteins can help with optimal regeneration during sports as well as muscle building: “And proteins have a satiating effect and can therefore have positive effects on weight management.” “They help regulate a good feeling of hunger and fullness, but other macronutrients are also essential for optimal support,” he continues. For this, fats and dietary fiber are equally important. And: Conscious, slow eating and regular eating without distractions also help you feel full.

Can you eat too much protein?

The expert also confirms that proteins are currently a focus of attention. But he emphasizes: “After all, the principle of a healthy and balanced diet is that everything is and will remain a matter of quantity.”

High protein hype: Are protein bars healthier than chocolate bars?

Regarding protein puddings, protein powders and similar products, he says: “This is not necessary for healthy people who eat a balanced and varied diet. “In certain diseases, such as malnutrition, protein-enriched products help meet increased protein requirements.”

Overall, Keel says you shouldn’t focus on just one nutrient in your diet; The combination of all nutrients is important. He recommends: “Each meal should consist of proteins such as meat, fish, eggs, cheese, legumes, tofu, Quorn, etc., with an equal amount of starch, vegetable or salad.”

Major distributors react to protein ad

For major distributors, the excitement has had a big impact: They’re immediately stocking blockbuster protein products. «Coop has various products containing protein, such as tofu or high protein drinks. Coop offers nearly 80 products labeled “High Protein” among its own brands. There are also many high-protein branded products,” the major distributor writes on request.

Vegan products with high protein content are also a problem: “We recently launched Karma High-Protein-Vark, a vegan alternative to quark.” Coop sees potential for expansion, particularly in muesli and cereals, nuts and protein bars.

“High Protein” sticker sales pitch?

Migros, on the other hand, cannot give an exact number of how many protein products are currently on the shelves: “The reason for this is, among other factors, the regional product range structure and the fact that we do not have labels for this. ‘High Protein’ claim, which measures the amount of protein the products allow.” However, it also has dozens of protein products and a variety of its own brands.

What is also notable in large distributors is that despite the addition of many new protein products to the range, labels that say “High Protein” are suddenly being slapped on well-known products such as cottage cheese and low-fat quark. A sales pitch that will make the otherwise unchanging product attractive to the customer?

Migros and Coop say no and the reasons for the stickers are the same. The aim is to make shopping easier for customers interested in lifestyle and fitness, and to directly indicate to them that this is a food with a high protein content.

Expert Maria Keel says: “Labeling, diseases, wound healing, etc. It is a useful indicator when you need to pay attention to proteins for some reason and there is a lack of in-depth knowledge about food. “It is also used for marketing purposes.”

Source : Blick