“High-protein” products are flourishing on supermarket shelves, catching the eyes of those looking to increase their protein intake. But is this sophisticated label always synonymous with healthy and truly protein-rich food, or is it sometimes just a marketing ploy? For vegetarians, understanding what lies behind the “high-protein” label is essential, especially since the balance of a plant-based diet can sometimes be questioned. In this article, we will explore how these claims are regulated, how to decipher the nutritional table, which plant sources to prioritize, and how to create a balanced diet based on these indications.

What is a “high-protein” food really?

When you read “high-protein” on a product’s packaging, know that it is not a claim made at random. In many countries, including those in the European Union, specific rules govern nutritional claims. The aim is to protect consumers from exaggerated claims and ensure the reliability of the information displayed.

According to European regulation (EC) No. 1924/2006, a product can be labeled as “rich in protein” if at least 20% of its energy content comes from protein. You may also find the claim “source of protein” when at least 12% of the energy content is derived from protein. If the protein proportion is sufficient to reach 20%, the “high-protein” label is then authorized. These percentages are determined based on the energy provided by each macronutrient. Indeed, 1 gram of protein provides about 4 kcal, just like 1 gram of carbohydrate, while 1 gram of fat provides 9 kcal. Thus, the presence of protein in a product is not judged solely by the raw grams but primarily by the percentage of the total energy value.

Why are these claims so popular?

The enthusiasm for “high-protein” is part of a broader trend of wellness and fitness. Consumers are increasingly looking for foods that seem to facilitate weight management, muscle mass maintenance, and satiety. For vegetarians, the question of protein intake often arises since most plant proteins (legumes, seeds, nuts, soy products, etc.) slightly differ from animal proteins in terms of amino acid composition.

However, the popularity of these claims is also due to the marketing appeal surrounding proteins. Manufacturers have understood this well and highlight the benefits of consuming more protein, without always specifying the quality of the ingredients or the actual amount of protein included. Some cereal bars or snacks display a “high-protein” logo while their sugar content is high, or the protein volume barely exceeds the required 20% threshold. Hence the importance of carefully reading the nutritional table and the list of ingredients.

Decoding the nutritional table: beyond the claims

To verify if a product labeled “high-protein” truly delivers on its promise, several pieces of information on the back of the package should be considered:

1. Protein content per serving: Look at the amount in grams of protein recommended for each serving. If the product does not clearly specify the serving size, refer to 100 g (or 100 ml) for a benchmark.

2. Percentage of energy from protein: Some labels directly indicate the energy distribution (proteins, fats, carbohydrates). You can check there that more than 20% of the kcal indeed comes from proteins.

3. List of ingredients: If protein is among the first ingredients, it generally means it is present in a significant amount. However, if the “high-protein” claim appears while protein is listed at the end, the product may contain little protein and be bulked up with additives.

4. Quality and origin of proteins: Are they plant-based, animal-based, or derived from concentrates and isolates (soy, pea, whey, etc.)? Many vegetarian protein bars contain soy, pea, or wheat, which can be of good quality and support amino acid intake.

Plant proteins vs. animal proteins

From a vegetarian perspective, it is crucial to consider protein quality. Plant proteins are not always complete, meaning they do not always contain all the essential amino acids in ideal proportions. Animal proteins are often considered complete, but that does not mean plant sources are less interesting, quite the contrary.

Best sources of plant proteins

• Legumes (lentils, chickpeas, red beans): Rich in protein and fiber, they are a staple in the vegetarian diet. They can be combined with grains (rice, wheat, quinoa) to offer a more complete amino profile.
• Soy products (tofu, tempeh): Soy is often considered one of the few legumes containing all essential amino acids. Tofu and tempeh are excellent options to increase the protein content of a meal without resorting to ultra-processed products.
• Seitan (wheat protein): Derived from wheat gluten, seitan has a high protein content. However, it is less complete in amino acids than soy and is not suitable for those intolerant to gluten.
• Seeds and nuts (hemp, sunflower, almonds, walnuts): Besides their protein content, they also provide essential fatty acids and valuable micronutrients. It is important to note, however, that their caloric density is higher.
• Protein-rich grains (quinoa, buckwheat, oats): Quinoa and buckwheat, for example, are pseudo-cereals containing relatively high and more complete protein levels than traditional grains like wheat.

Regulations in Switzerland and Europe

If you live in Switzerland or the European Union, labeling rules are harmonized in many respects, particularly regarding nutritional claims such as “source of protein” or “rich in protein.” Public health authorities ensure that any mention of enrichment or high protein content follows specific guidelines.

Distributors thus have a transparency obligation towards consumers. They must not only ensure that the product meets the minimum required protein concentration but also clearly mention this value in the nutritional table. Furthermore, the goal is to promote readability so that consumers can easily assess the nutritional quality of a food. Despite this, a “high-protein” claim can coexist with high sugar or saturated fat content. It is therefore advisable to simultaneously compare the protein proportion and other parameters such as sugar, saturated fat, and salt levels.

The importance of dietary balance

Even though the word “protein” often sounds like a synonym for “healthy,” it is essential to consider the diet as a whole. Proteins are indeed indispensable for the proper functioning of the body to:

• Build and maintain muscle mass
• Promote the production of enzymes and hormones
• Preserve the health of bones, skin, and hair

But they are not everything. Complex carbohydrates and quality fats also contribute to balance, energy, and daily vitality. Opting for a balanced diet, rich in fruits, varied vegetables, legumes, and whole grains, is far more crucial for health than any trend. Thus, products labeled “high-protein” should not be reduced to their protein content alone but appreciated in their overall nutritional context.

Tips for better choosing “high-protein” products

Are you tempted to buy that “high-protein” yogurt or snack bar? Before succumbing to marketing allure, take a moment to inspect the packaging:

1. Check the nutritional values table: Compare the protein amount per serving and per 100 g (or 100 ml). A content of at least 7-8 g of protein per 100 g serving can be considered interesting.
2. Monitor the ingredient list: Protein powders (soy, pea, whey, etc.) can be added to claim the “high-protein” label. Check the nature of the isolate or concentrate used and avoid products with multiple additives.
3. Evaluate the overall profile: “High-protein” foods can contain significant amounts of sugar or saturated fats. Carefully read the sugar and fat content per serving to avoid being misled.
4. Compare with equivalents: Sometimes, a traditional food (like plain yogurt) can have almost as much protein as a “high-protein” labeled yogurt but less sugar. Check your options and make an informed choice.
5. Do not neglect taste: Even if the addition of protein isolates increases protein content, it can sometimes alter the flavor. It is important to choose products that provide culinary pleasure while meeting your needs.

Protein supplements: useful or superfluous?

With the rise of the “high-protein” trend, there is also significant growth in protein supplements like soy, pea powders, or blends of various legumes. These products can be useful in certain contexts, especially for vegetarian athletes whose protein needs are increased (e.g., bodybuilding or endurance sports). Properly dosed, they allow for targeted protein intake without necessarily causing excessive calorie consumption. However, not everyone needs to resort to these supplements.

In practice, it is perfectly possible to meet daily protein needs in a vegetarian framework if legumes, whole grains, and nuts are regularly consumed. Protein powders should be considered as an occasional supplement rather than a daily staple. Moreover, any protein overconsumption can strain the kidneys and induce imbalances, especially if it continues long-term. It is better to aim for long-term balance rather than rely on protein peaks.

Marketing pitfalls to avoid

The “high-protein” label can hide some marketing pitfalls that may cloud your judgment:

• Misleading comparison: A package of cookies may proudly display “+30% protein” compared to a standard version. But the standard version may be particularly low in protein, for example, going from 3 g to 4 g per 100 g of product. The gain remains minimal.
• Focus on a single criterion: A “rich in protein” product may contain many additives, sugar, or salt. Only a thorough reading of the label will give you a complete view of its quality.
• Ridiculous portions: The nutritional table may indicate an interesting protein content, but the portion recommended by the manufacturer is tiny (e.g., 20 g of protein bars). As a result, the actual protein intake per snack is often less than you might imagine.

Creating a natural “high-protein” vegetarian plate

There are simple and tasty ways to increase your protein intake without entirely relying on “high-protein” marketing products. Here is an example of a balanced and protein-rich vegetarian plate:

1. Legume base: Prepare red lentils, chickpeas, or red beans as the main protein source.
2. Whole grains: Accompany your legumes with brown rice, quinoa, or buckwheat to enrich your dish with complementary amino acids.
3. Colorful vegetables: Zucchini, carrots, spinach, cabbage… Vegetables provide vitamins, minerals, and fiber. Moreover, they add volume to the plate for satiety.
4. Homemade sauce or marinade: To enhance the dish, opt for a sauce based on sesame paste (tahini), coconut milk, or olive oil. These ingredients will provide good fats and flavors.
5. Protein-rich topping: Sprinkle the dish with hemp or sunflower seeds, or add sautéed tofu pieces. This will further boost the protein content and give a crunchy touch.

By wisely combining these different groups, you get a complete, colorful plate rich in essential nutrients and amply meeting the protein needs of a meal.

Environmental impact

Often, the “high-protein” label is used for processed products: bars, cookies, protein ice creams, etc. However, processing induces a certain environmental impact related to the production process of concentrated proteins, packaging, transport, and the addition of additives. At a time when ecological sensitivity is growing, it is worth questioning whether these products have a satisfactory carbon footprint compared to fresh alternatives, like a homemade lentil bowl or local tofu.

Of course, the environmental impact also depends on the origin of the raw materials. Soy, for example, can be cultivated responsibly or intensively depending on the region of the world. Check labels (organic, fair trade, or local certification) for a more responsible choice.

Protein needs for a vegetarian person

The recommended daily protein intake varies according to age, gender, physical activity level, and physiological state (pregnancy, breastfeeding, etc.). For an average adult without intense sports activity, about 0.8 g to 1 g of protein per kilogram of body weight per day is recommended. For example, a person weighing 60 kg will need about 48 g to 60 g of protein per day. This is a rough estimate: these values can increase for athletes or decrease for older individuals, depending on health professional advice.

A balanced vegetarian diet can perfectly reach these figures without systematically resorting to processed foods. Legumes, combined with grains, nuts, and seeds, are particularly advantageous. For those who include dairy or eggs in their diet (ovo-lacto-vegetarians), choosing quality yogurts, cheeses, or eggs can also facilitate reaching the protein goal.

How to intelligently integrate “high-protein” foods

Rather than rushing to buy any product labeled “high-protein,” consider the intention behind your purchase. Do you have a sports goal? Do you simply want to vary your protein sources? Or is it more of a trend? If you regularly practice strength sports or seek to lose weight without sacrificing muscle mass, you may need protein snacks. In this case, choose a low-sugar product that provides sufficient protein to curb hunger, and refer to established brands instead of ultra-processed versions.

For other consumers, a “high-protein” product may be convenient occasionally, for example, for a snack on the road or at work. However, if you have access to a wider choice of “raw” products, prefer them as often as possible. You will generally save on the price per kilo of protein while avoiding artificial textures and flavors. A concrete example is the comparison between a nut and seed snack and a protein bar: the former provides quality fatty acids and an interesting mineral panel, while the protein bar may contain sweeteners or firming agents that are sometimes superfluous.

Should we be wary of excess protein?

An excess of protein, regardless of its origin, can have health consequences. The kidneys are at the forefront, as they ensure the elimination of urea (a waste product from amino acid breakdown). Prolonged consumption of very high protein quantities can strain the kidneys, especially in the absence of good hydration. Moreover, for vegetarians, a pronounced imbalance towards excess protein can come at the expense of dietary variety: one may ingest fewer fibers and nutrients from varied fruits and vegetables.

Balance is therefore key: sufficient but not excessive intake. Health authorities generally suggest not exceeding 2 g of protein per kilogram of body weight per day except in specific cases (high-level athletes or specific medical conditions), and maintaining good hydration to support kidney function.

Conclusion

“High-protein” labels are flooding the food market, sparking interest and confusion. For a health-conscious and ecologically aware vegetarian consumer, understanding these claims is essential. They can indeed signal a product with high nutritional value, but they can also mask marketing traps. Between official regulation (at least 20% of energy from protein) and the sometimes excessive public enthusiasm for anything containing protein, it is important to take a step back.

Before putting a “high-protein” product in your cart, observe the nutritional table, the ingredient list, and remember that the best way to ensure good vegetarian protein intake is always to vary the sources: legumes, whole grains, nuts, seeds, and soy-based products. This balanced approach defines a quality diet, rich in minerals, vitamins, and fibers, while being respectful of the environment and your health. Finally, if you have specific sports goals or higher protein needs, occasional supplements and targeted “high-protein” products can be interesting, but they should not replace a balanced daily diet.

Ultimately, deciphering “high-protein” labels means taking a careful look at what you choose to eat. Try to combine the appeal for adequate protein intake with the notion of taste pleasure and respect for the planet. You will thus develop a sustainable and satisfying approach to your vegetarian diet.