Thai Consumers Reconsider Protein Bars as New Study Questions Their Health Value
A new study in Scientific Reports suggests that protein bars may not deliver the nutrition they promise, a finding that resonates with health-conscious readers across Thailand. The research highlights that “high protein” labeling does not always translate into effective protein absorption, especially for those who rely on bars for quick post-workout recovery or busy workdays.
Protein bars line shelves from Bangkok to Chiang Mai, marketed as a convenient way to boost protein intake. The global market for these snacks surpassed the $14 billion mark in 2023, a surge driven by fitness culture and changing work patterns. In Thailand, office life in districts like Sathorn and university campuses alike have popularized grabbing a bar between meetings or classes as a standard habit.
