High-protein everything: How SA’s weight-loss obsession is reshaping the snack aisle [Part 1]

The South African snack market has undergone a significant transformation, with high-protein options now commonplace on supermarket shelves. Brands such as First Choice have expanded their high-protein drink range to major retailers, with a 250ml serving containing 21g of protein and priced at R24.99, or 27g for R43.99. This shift is driven by a confluence of factors, including the availability of weight-loss drugs, societal pressure to be thin, and the desire for a filling snack that keeps consumers satisfied.

The rise of GLP-1 weight-loss medications like Ozempic, Wegovy, and Mounjaro has been particularly influential. These medications blunt appetite, leading to reduced overall food intake, including protein. However, studies suggest that the protein intake of GLP-1 users may be inadequate on calorie-restricted diets, prompting a rise in high-protein snack consumption.

Despite the medical benefits of protein, health experts caution that the marketing of high-protein snacks may be misleading. The American College of Lifestyle Medicine and other professional bodies recommend a daily protein intake of 0.8g per kilogram of body weight during active weight loss, with suggestions of 1.2-1.6g per kilogram for optimal lean mass preservation.

A 70kg individual would need approximately 84-112g of protein daily. While shorter, tightly controlled trials on high-protein diets show benefits such as preserving lean body mass and enhancing satiety, longer-term studies have produced mixed results. Dietitians warn that the term "high protein" can create a false sense of healthiness, potentially leading consumers to opt for more processed foods.