With all the options available at the local supermarket, food manufacturers are constantly looking for ways to attract consumers’ attention. Nutrition claims on food packages have long been used to influence purchasing decisions and encourage shoppers to choose one product over another.

A growing trend on grocery store shelves is the appearance of food packages featuring the words “added protein” in bold, eye-catching colors and fonts. But are these foods the answer to better nutrition, or simply a marketing strategy? Nila Pradhananga, Oklahoma State University Extension nutrition specialist, said the answer is a combination of both.

“Consumers often see nutrition-related claims on the front of food packages and assume the product is a healthier choice,” she said. “As interest in protein continues to grow, that buzzword is finding its way into everything from lattes and cereals to snack foods. According to the Dietary Guidelines for Americans, most Americans already consume adequate amounts of protein. For many people, the greater nutritional challenge is improving overall diet quality by eating more fruits, vegetables, whole grains and other nutrient-dense foods.”

“Protein is an important nutrient, but it’s only one part of the nutrition picture,” Pradhananga said. “A product may contain added protein and still be high in sugar, sodium or saturated fat. Rather than focusing on a single nutrient claim, look at the nutrition facts label and consider the overall nutritional quality of the food.”

The best option is to obtain protein and other nutrients from a variety of nutrient-dense foods rather than relying primarily on ultra-processed products.

“When shopping, read the nutrition facts label,” Pradhananga said. “Some snack foods and breakfast products now advertise added protein, but that doesn’t automatically make them a healthier choice.”

To meet their protein needs, consumers can focus on lean meats, poultry, fish, eggs, dairy products, legumes, tofu and nuts.

Families are busy, and preparing meals made mostly from whole or minimally processed foods can be challenging when time is limited. Pradhananga said a meal consisting of a store-bought roasted chicken, a vegetable, a side salad and a slice of whole-wheat bread can be a healthy option that comes together in just a few minutes.

Some groups, including athletes and many older adults, may benefit from protein intake above the recommended dietary allowance to help support muscle maintenance, recovery and overall function. Maintaining muscle mass is especially important for older adults because it can help support balance, mobility and independence.

“Enjoy favorite treats in moderation,” she said. “But, when evaluating foods, look beyond front-of-package claims and focus on the overall nutritional quality of what you’re eating.”