Don't fall for the protein snack con: Why seniors need more protein, but not from overpriced packets

Those colourful packets promising extra protein are everywhere you look in Woolworths and Coles these days.

Protein muesli bars, protein porridge, protein ice cream—if it exists, someone's added protein to it and slapped a premium price tag on top.

But here's the catch: while you actually do need more protein as you get older, these fancy packets are probably the worst way to get it.

Why seniors really do need more protein

Before we dive into why those expensive protein snacks are a waste of money, let's get one thing straight—older Australians genuinely need about 20 per cent more protein than younger adults. This isn't marketing nonsense; it's backed by solid research.

As we age, we become more 'anabolic resistant' - basically, our muscles need us to speak louder (with more protein) for them to hear us and grow.

Current evidence suggests seniors need at least 1.2g of protein per kilogram of body weight daily to maintain optimal muscle function, compared to the standard 0.8g recommended for younger adults.

The stakes are higher for us too. Sarcopenia—the gradual loss of muscle with ageing—robs older adults of their independence and leads to a poor quality of life. Muscle loss can start as early as 40, and inadequate protein intake increases the risk of falls and bone fractures.

The protein snack scam exposed

Now, here's where nutritionist Jaime Rose Chambers drops some truth bombs that'll save your wallet and your health. Those protein versions of everyday snacks? They're mostly marketing magic with minimal nutritional benefit.

Take the examples from the original investigation: Carman's protein bars contain just 6g more protein than regular bars, but cost 78 per cent more per 100g. Uncle Tobys protein oats offer only 5g extra protein while costing 25 per cent more.

'I'd say in most cases the cost isn't worth it,' Chambers explains. 'There is better protein quality at a reasonable cost by choosing foods like canned beans, tofu, lean poultry, seafood, eggs and low fat dairy products.'

The psychology behind protein marketing

Consumer behaviour specialist Associate Professor Sameer Deshpande from Griffith University explains why we're falling for this expensive protein trend. 'Psychologically, the labelling of the product enhances the perception of the product and the value we associate with it,' he says.

We're more health-conscious than ever, and many of us want to improve our health through small changes—even if it means spending extra. Protein has become trendy on social media, making it even more appealing.

Smart protein strategies for seniors

Since seniors do need more protein, here's how to get it without breaking the bank:

The 25-gram rule: Research suggests seniors need about 30g of protein per meal for a 75kg person, spread across three meals daily. This helps with muscle protein synthesis throughout the day.

Budget-friendly champions:

• Eggs (about 6g protein each, roughly 50c per egg)
  
• Canned tuna (25g protein per can, around $2)
  
• Greek yoghurt (15-20g protein per 200g serve, under $2)
  
• Cottage cheese (14g protein per half cup, about $1.50)
  
• Lentils (18g protein per cooked cup, around 60c)

What seniors should actually focus on

Rather than falling for expensive protein marketing, spread your protein across 2-3 meals daily to improve muscle protein synthesis. It's also crucial to complement protein intake with exercise to avoid muscle wasting—think walking and resistance exercises.

For those with chewing difficulties, softer options like Greek yoghurt, cottage cheese, scrambled eggs, and protein smoothies made with milk can be excellent choices.

The bottom line for savvy seniors

Yes, you need more protein than younger people. No, you don't need to pay premium prices for fancy packets to get it. Most Australians already get plenty of protein from regular foods, and with a few smart swaps, you can easily meet your higher senior protein needs without the marketing markup.

The next time you're tempted by those shiny protein packets, remember: your muscles will thank you more for a tin of tuna and some eggs than they will for an overpriced protein bar with a fancy label.

Have you noticed the protein marketing everywhere lately? What are your go-to affordable protein sources? Share your thoughts in the comments below—we'd love to hear about your favourite budget-friendly protein discoveries!