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Protein-rich snacks on the rise: health miracle or dangerous trap?
Increasing Popularity of High-Protein Snacks: Sales Trends, Health Benefits and Risks for Consumers 2025.
Protein-rich snacks on the rise: health miracle or dangerous trap?
Supermarkets are currently booming with protein-rich snacks and foods. The offering ranges from delicious crepes to pasta and pizza, and that makes the hearts of many nutrition-conscious people beat faster. Loud BBC Celebrities like Khloe Kardashian and Zac Efron have been promoting high-protein products, which has given sales a real boost. In the first three months of 2025, 8.3% of new food products were classified as high in protein - a clear increase compared to just 6.1% in the previous year and 4.6% in 2023.
A quick look at current trends shows that manufacturers are increasingly putting high-protein labels on foods with natural protein content, as Mintel's Kiti Soininen confirms. But what does this mean for consumers? Personal trainer Ethan Smith recommends getting protein from whole foods rather than relying on heavily processed snacks. Finally, products that claim to be “high in protein” must demonstrate that at least 12% of their energy comes from protein.
The dark side of processed foods
But caution is advised with all the new offers. Excessive consumption of ultra-processed protein-rich products can have negative consequences, such as DGE and ANSES warn. Over the years, increased consumption of such foods has been linked to weight problems as well as chronic diseases such as type 2 diabetes and cardiovascular disease. In particular, the composition of these highly processed foods, which often contain high amounts of sugar, salt and saturated fats, should be viewed critically.
A systematic review suggests that the use of cosmetic additives and rare ingredients such as protein isolates can make these products look appetizing but contain potentially harmful substances. As a result, the consumption of such foods often increases unnoticed. The Nova classification, one of the most common methods of classifying foods according to their level of processing, shows that highly processed products form the majority of the diet in many households.
Recommendations for a healthy diet
A healthy balance is crucial. Dr. Paul Morgan recommends a protein requirement of around 1.6g per kilogram of body weight for muscle building, while 1.2g should be sufficient for general health. Protein-rich products can be helpful if you want to increase your protein intake, but should not form the basis of your daily diet.
In summary, while protein-rich foods are very trendy at the moment and can certainly offer benefits, you should be careful not to use them as your main source of nutrition. The right balance and the selection of high-quality, unprocessed foods remain the be-all and end-all of nutrition.