Nutritionist on the protein boom

Store shelves are filled with protein-rich products. On social media, protein is portrayed as almost magical. But according to several clinical nutritionists, few people need these special products.

– When we look at Norwegian dietary surveys, we see that the average Norwegian covers his protein needs. And that's a good thing, says clinical nutritionist Tine Sundfør.

There are, however, some exceptions:

– For example, young boys who exercise a lot and are still growing in height have an extra high protein requirement, and it can be extra challenging to meet their protein needs. That said, with good dietary choices, meeting the need is still unproblematic.

Clinical nutritionist and head of Bramat Cathrine Borchsenius is also clear that most people get enough protein and simply believes that the products are unnecessary for most people.

“For those with a varied diet, such products are often unnecessary. Some of these products, especially protein puddings, protein shakes and bars, contain too many sweeteners and additives and too little of what we actually need,” she says.

However, that doesn't mean it's a bad idea to be mindful of how much protein you're consuming. Protein helps you feel full and is important for building and maintaining muscle. Borchsenius specifically highlights the elderly and people who eat little as groups who could benefit from being extra mindful of their protein intake.

– Some women who eat a little too little, and who are older, can benefit from being more conscious of getting enough protein. Preferably at every meal.

Sundfør is particularly concerned about products that are marketed as healthier because they contain or have extra protein added. She believes that the protein message can give some products a healthier label than they deserve.

– That's what I call trickery, for example by trying to make foods like chocolate breakfast cereals healthy because they've added extra soy and pea protein. That's what irritates me the most. Marketing such products as healthy is really heresy. What's good for the body is naturally protein-rich ingredients.

This is a classic example of ultra-processed products with few raw materials and long additives, says Sundfør.

She says that protein bars are another example of ultra-processed products with few raw materials and long lists of additives.

She points out that a one-sided focus on protein can lead to a less conscious approach to the overall diet, and forget the importance of fiber-rich carbohydrates from fruits, vegetables and whole grains.

Among the new protein products this fall are Rema 1000s Protein Rings and Protein Crunchy Granola, both of which are marketed as high in protein.

Communications advisor Anders Midtbø at Rema 1000 says the chain has noticed a clear increase in demand for this type of product.

– We are seeing a big increase in sales of protein-rich products, and the most important thing for us is to offer products that customers want. That is why we have launched Protein Ringer and Protein Crunchy Granola as alternatives for customers who want more protein in their diet, says Midtbø.

According to Rema 1000, the labeling "rich in protein" is based on the Norwegian Food Safety Authority's rules for nutrition claims and approved by Varefakta.

To the criticism that the protein message can give consumers the impression that the products are healthier than they actually are, Midtbø responds:

– Protein alone does not make a product healthy or unhealthy. There are many factors that affect the nutritional content of a product, including fat content, sugar content, the amount of whole grains and other nutrients. Protein is one of these factors, and for customers who want more protein in their diet, we believe it is relevant to inform about this.

He emphasizes that the chain considers several considerations when developing products.

– When developing products, we must balance a number of considerations, including taste, quality, price, emissions and a responsible value chain. Nutrition is also an important part of this assessment, and therefore we have developed several products with a better nutritional profile, including by reducing the content of fat, salt and sugar, says Midtbø.

A focus on protein can actually make you get less out of your workout, according to Sundfør.

– If protein takes up too much space in the diet, it can come at the expense of fiber-rich carbohydrates. Protein is important as a building material, but carbohydrates are the fuel during training sessions.

More protein also means more calories. If you already get enough energy from your diet, extra protein can lead to a calorie surplus and thus weight gain in the form of fat.

Sundfør therefore recommends choosing protein sources that also provide the body with other important nutrients, such as vitamins and minerals.

She points to protein powder as an example. Many varieties are made from whey protein, also known as whey protein, which is extracted from milk.

“On the way from milk to powder, you unfortunately lose some of the other useful nutrients in the milk, such as calcium,” she explains. Therefore, she believes it is not only the quantity of proteins that counts, but also the quality.

– Foods that contain milk proteins are a good source of protein. The same applies to meat, fish and poultry. These are high-quality proteins that contain all the essential amino acids, explains Sundfør.

Clinical nutritionist and associate professor at UiA, Eli Anne Myrvoll, points out that protein quality is, among other things, about the amino acid composition and how well the body is able to absorb and digest the protein.

Regarding the popular Barebells bars, she points out that some of them appear to contain collagen as part of the protein source.

“The amino acid composition is not as good and thus the product has lower protein quality,” says Myrvoll, adding that you can get more for your money by choosing regular protein-rich foods rather than expensive protein bars.

It's not just the protein content that you should look at. Myrvoll believes it's also worth taking a second look at the ingredient list.

– Protein-enriched products such as protein bars and protein puddings should be a little aware of the amount of artificial sweeteners used. For example, Barebells and similar protein bars contain a lot of sugar alcohols, such as sorbitol, maltitol and/or xylitol, which can cause stomach upset, especially for those with slightly sensitive stomachs or irritable bowel syndrome, she says.

– Some protein bars also contain fiber additives such as inulin, which can cause challenges for the stomach and intestines, she adds.

Social media is full of dietary advice from bodybuilders and fitness profiles, and not everyone has a nutritional background.

Sundfør therefore believes it is important to be aware of who the advice comes from.

– If you need to undress and stand in a sports bra, singlet or baris to front something about diet, there is reason to be skeptical.

She compares it to having electrical work done at home.

– If you are going to install new wiring in your house, you want an electrician, not your neighbor, even if your neighbor says, "I've done it at my place and it works fine."

At the same time, she emphasizes that there are large differences between the profiles.

– Some motivate people to choose a healthier diet in a balanced and nice way. Others become more extreme.