Researchers in Italy looked at over 400 packaged foods that claim to be high in protein—like protein bars, yogurts, and mousses. They found that while these products are becoming very popular, the amount of actual protein in them varies wildly. Some products get only 16% of their calories from protein, while others get up to 70%. The study shows that just because a food has a “protein” label doesn’t mean it’s actually packed with protein. The researchers say we need to keep watching this trend to understand how these foods affect our health when we eat them regularly.

The Quick Take

  • What they studied: Do packaged foods labeled as ‘high protein’ in Italian stores actually contain the amount of protein their labels suggest?
  • Who participated: Researchers examined 418 different packaged food products from major Italian grocery stores, focusing on snack bars (100 products), yogurts (68 products), and mousses (43 products), plus other protein-labeled foods.
  • Key finding: Protein content in foods with protein claims varies dramatically—from as low as 16% of calories coming from protein in some crackers to as high as 70% in processed meats. This huge difference means the ‘protein claim’ label doesn’t reliably tell you how much protein you’re actually getting.
  • What it means for you: When shopping for protein-labeled foods, don’t rely only on the marketing claim on the front of the package. Check the nutrition label on the back to see the actual grams of protein per serving. This is especially important if you’re buying these foods specifically for their protein content to help with weight loss or muscle building.

The Research Details

This was a snapshot study where researchers visited major grocery stores across Italy and collected information about all packaged foods with protein-related claims they could find. They didn’t follow people over time or compare groups—they simply documented what was available and analyzed the nutrition information printed on each package’s label.

The researchers focused on three main categories: protein bars (100 products), yogurts (68 products), and mousses (43 products), but also looked at other protein-labeled foods like crackers and processed meats. For each product, they recorded the nutritional information from the label, paying special attention to how much of the food’s total calories came from protein.

This type of study is useful for understanding what’s actually available in stores and whether marketing claims match reality. However, it only shows what was available at one point in time and doesn’t tell us whether eating these foods actually helps people lose weight or build muscle.

This research approach is important because it reveals a real-world problem: the gap between what food labels claim and what they actually contain. By examining actual products on store shelves rather than just looking at company claims, researchers can identify whether marketing is misleading consumers. This type of market analysis helps regulators and health organizations understand whether food labeling rules are working properly.

This study has some strengths: it looked at a large number of products (418) across multiple categories, and it used actual nutrition label information rather than relying on company claims. However, the study only looked at products available in Italy at one specific time, so the findings may not apply to other countries or may change over time. The study also didn’t measure whether these products actually help people with weight management or fitness—it only looked at what’s on the label. Additionally, the sample size mentioned (100) appears to refer to snack bars specifically, not the total number of products studied.

What the Results Show

The researchers found enormous variation in how much protein different ‘protein-labeled’ foods actually contain. In crackers, the median amount of calories from protein was only about 16%, while in processed meats it reached about 70%. This 54-percentage-point difference shows that the ‘protein claim’ label is not a reliable guide to actual protein content.

Snack bars, yogurts, and mousses were the most common types of protein-labeled products on Italian shelves, suggesting these are the categories where manufacturers are most aggressively marketing protein content. The researchers also found that many products had multiple nutrition claims beyond just ‘high protein’—for example, a product might claim to be both high-protein and low-sugar, or high-protein and low-fat.

The wide range in protein content suggests that food companies are using the term ‘protein claim’ very loosely. A product might qualify for a protein label even if protein isn’t its main ingredient, which could mislead shoppers who are specifically looking for high-protein options.

The study found that products often combined protein claims with other health claims, such as ’low sugar’ or ’low fat.’ This suggests that manufacturers are marketing these products to people with multiple health goals—not just those seeking protein. The presence of multiple claims on a single product may make it harder for shoppers to understand what they’re actually buying, since they have to evaluate several different nutritional aspects at once.

While the abstract doesn’t directly compare these findings to previous studies, the research addresses a growing concern in nutrition science: whether marketing claims on food packages accurately reflect the actual nutritional content. Similar studies in other countries have found comparable problems with misleading health claims on packaged foods. This Italian study adds to the evidence that protein labeling may not be as informative as consumers assume.

The study only looked at products available in Italy, so these findings may not apply to other countries with different food regulations. It was also a snapshot at one point in time, so we don’t know if the protein content of these products has changed or will change in the future. The study examined what’s on the label but didn’t test whether the actual protein content matches what the label claims. Most importantly, this study only shows what products are available—it doesn’t prove that eating these protein-labeled foods actually helps with weight loss, muscle building, or fitness, even if they do contain adequate protein.

The Bottom Line

If you’re buying packaged foods for their protein content, read the nutrition facts label on the back of the package rather than relying on marketing claims on the front. Look for the line that says ‘Protein’ and check how many grams of protein are in one serving. A good rule of thumb is to look for products where protein provides at least 20-30% of the total calories. Don’t assume that a product with a ‘protein claim’ is actually high in protein—check the numbers yourself. (Confidence level: High—this is based on actual product analysis)

This research matters most for people who are specifically trying to eat more protein for weight management, muscle building, or fitness goals. If you’re buying protein-labeled foods thinking they’ll help you reach these goals, you need to verify the actual protein content. This is less critical for people who eat a varied diet and aren’t specifically targeting protein intake. Athletes, people doing strength training, and those following high-protein diets should be especially careful to check labels.

You won’t see immediate changes from being more careful about protein content—the benefits of adequate protein intake develop over weeks and months as part of your overall diet and exercise routine. If you’re trying to build muscle, you might notice changes in 4-8 weeks. If you’re managing weight, it may take several weeks to see differences. The key is consistent attention to actual protein intake, not just relying on product labels.

Want to Apply This Research?

  • Log the actual grams of protein from the nutrition label for each protein-labeled food you eat, rather than just recording that you ate a ‘protein bar’ or ‘protein yogurt.’ This helps you see whether you’re actually meeting your protein goals or just buying products with misleading labels.
  • When shopping, use the app to scan product barcodes and compare the actual protein content (in grams) of different brands in the same category. For example, compare several protein bars to see which ones actually deliver the most protein per serving. This takes the guesswork out of shopping and helps you make informed choices based on real nutrition data.
  • Track your daily protein intake in grams over a week or month, and note which products actually contributed meaningful amounts of protein versus which ones had misleading labels. This pattern will help you identify which brands and products are worth buying and which ones to avoid. You can also set a daily protein goal in the app and see how different foods help you reach it.

This study analyzes what’s written on food labels in Italy and does not prove that any particular product is unsafe or ineffective. The findings suggest that protein-labeled foods vary widely in actual protein content, so consumers should verify nutrition information themselves. This research does not constitute medical advice. If you have specific dietary needs related to protein intake—such as for medical conditions, athletic performance, or weight management—consult with a registered dietitian or healthcare provider who can recommend appropriate foods and amounts for your individual situation. Food regulations and available products may differ in your country.