“High-protein” labels are everywhere these days, from milkshakes to pancakes to even popcorn, tempting Thai consumers to believe they need more protein in their diets to be healthy, fit, and strong. But new research and leading nutritionists are urging caution: For the vast majority, especially in countries like Thailand, these boosted-protein products may simply be unnecessary—and little more than a marketing ploy.
Increasingly, food companies are leveraging consumer concerns about muscle loss, fitness, and general wellbeing to sell protein-fortified snacks, drinks, and even breakfast cereals. “Adding protein to foods is very beneficial—for the profits of that food. It is not based on health, it is not backed by science,” said the nutrition lead at Imperial College London and a prominent nutritionist at the health science company ZOE, in an interview with The Boston Globe’s recent report.
Many Thais—shaped by fitness influencer trends, gym culture, and the global marketing push—are increasingly reaching for “extra protein” bars and shakes. But how much protein does a typical Thai really need, and are fortified foods truly necessary for the average person?
The World Health Organization recommends that healthy adults consume about 0.8 grams of protein per kilogram of body weight daily. For an average Thai adult weighing around 60 kilograms, that equates to approximately 48 grams per day. Most people, even those following a traditional Thai diet that is rich in rice, vegetables, and moderate portions of fish, eggs, tofu, or meats, easily meet or exceed this requirement without special effort. Data shows that protein deficiency is most prevalent in populations facing food insecurity—not the majority in middle-income and urban Thailand.
A nutritionist from the British Nutrition Foundation highlighted the importance of sourcing protein from a variety of foods, including fish, beans, nuts, dairy, and vegetables. While vegetarians or vegans might consume less protein than meat-eaters, studies find that average protein intakes remain adequate. Notably, integrating protein sources throughout the day—rather than concentrating it all in one meal—appears beneficial for muscle maintenance, particularly as people age.
Protein is indeed critical: It is a “macronutrient”—a necessary foundation for the body’s growth, repair, immunity, and cell functions. While the body can manufacture many of the amino acids needed to build proteins, there are “essential” amino acids that must come from food. In Thailand, sources such as lean meats, fish, tofu (เต้าหู้), tempeh, nuts, and local legumes (ถั่วต่างๆ) provide excellent protein options. Animal sources are more readily absorbed, but plant-based sources deliver extra dietary fiber, addressing another common nutritional shortfall in Thai diets.
The problem with many “protein-added” foods sold in Thai supermarkets, convenience stores, and fitness centers is that they may also be packed with sugars, saturated fats, or artificial additives. “People should scrutinize the ingredient list of protein-enriched products to make sure they aren’t loaded with sugar and fat,” said the nutrition lead at Imperial College London.
The buzz surrounding protein has practical roots in clinical nutrition, especially for children, older adults, athletes, and those recovering from illness, all of whom have increased protein requirements. For otherwise healthy, non-athlete Thais, there’s scant evidence that extra protein from processed bars or shakes confers any benefit. In fact, nutritionists caution that excessive protein can put strain on the kidneys and, if loaded with unhealthy fats or sugars, can contribute to obesity—a rising concern in urban Thailand.
For those specifically interested in muscle gain or physical transformation, a more effective (and traditional) approach than gulping down protein supplements is to increase strength-training exercises. “If you’re worried about your body composition and muscle strength, you have to lift (heavier) weights and give your body a challenge,” the expert explained. The takeaway: “Eating a protein bar is not going to help,” unless it’s coupled with actual physical training.
In the Thai context, the issue also connects to cultural foodways and changing dietary patterns. Traditional Thai meals, such as rice with grilled fish (ข้าวกับปลาย่าง), green curry chicken (แกงเขียวหวานไก่), and various stir-fried vegetables with tofu, already contain ample quality protein. The growing trend of “imported” protein products follows Western patterns more than traditional Southeast Asian dietary logic. As public health officials in Thailand have previously warned, heavily processed foods—even those with “high protein” claims—can undermine rather than enhance nutritional wellbeing (Bangkok Post).
It is also worth considering economic factors. Protein-fortified products frequently cost substantially more than local whole foods. For families managing rising costs, buying eggs, local fish, soy products, or chicken offers significantly more value—and nutrients—than expensive protein snacks.
Where valid nutritional gaps exist—such as in undernourished rural populations, aging adults with low appetites, or individuals recovering from illness—nutritionists recommend targeted guidance from medical professionals, rather than self-diagnosing or relying on blanket marketing claims.
Looking ahead, as Thailand’s population increasingly urbanizes and follows global dietary trends, education around balanced diets—emphasizing a diversity of local, minimally processed food—remains crucial. The global obesity crisis, rising rates of diabetes, and the environmental impact of industrial food processing are all warning signs for policymakers, clinicians, and families alike.
For Thai readers, the message is clear: Rather than reaching for the latest “protein-added” fad, return to the wisdom of traditional meal patterns, including lean protein sources at every meal, plenty of vegetables and fruits, and appropriate physical activity. Review labels carefully, avoid foods with excessive sugars and saturated fats, and consult with a nutritionist or doctor if you have specific health concerns about your individual protein needs.
As summarized by global nutrition experts and reflected in the lived experience of Thai communities, most people get the protein they need from a balanced diet, without the added expense or risk of ultraprocessed “high protein” foods.
For further reading, see the full Boston Globe article “You probably don’t need foods with added protein, nutritionists say”, and resources from the World Health Organization. For tailored dietary advice, Thai readers are encouraged to speak with registered Thai nutritionists or consult national public health resources (Thai Health Promotion Foundation).