Marketing Tactic Gives a ‘Health Halo’ Effect to Foods

Monday, June 22, 2026

Food products featuring "high in protein" labels are increasingly common due to legal standards and marketing strategies that capitalize on the popularity of protein-rich diets. However, experts warn that this labeling can create a misleading "health halo," causing consumers to overlook other unhealthy ingredients like sugar or fat, potentially affecting informed dietary choices.

The widespread use of “high in protein” labels on food products is influencing consumer perceptions, often creating a misleading impression of healthfulness, experts say. Marketing strategies promoting protein-enriched items have led to what is known as a “health halo” effect, where consumers assume products are healthier than they may actually be.

To legally claim a product is “protein-packed,” at least 20 percent of its energy content must come from protein. This standard has contributed to an increase in the number of products emblazoned with protein-focused labels. Items ranging from yoghurt and bread to chocolate milkshakes now prominently feature such claims on packaging, reflecting the growing demand driven by dietary trends and popular health narratives.

The trend extends beyond packaged goods to beverages, with companies like Starbucks introducing protein foam toppers for iced lattes that add approximately 15 grams of protein per serving. This reflects the broader commercial response to consumer interest in protein consumption, which is no longer confined to athletes and bodybuilders but includes a wider demographic influenced by health and wellness messaging.

However, nutrition experts caution that the emphasis on protein content can overshadow other important aspects of a product’s nutritional profile. A food labeled “high in protein” might still contain substantial amounts of sugar, saturated fat, or calories, which may not align with overall dietary health goals. The “health halo” effect can lead consumers to overestimate the benefits of such products and underestimate potential drawbacks.

This phenomenon underscores the complexity of interpreting nutritional information amid marketing tactics that highlight single nutrient claims. While protein is an essential part of a balanced diet, relying on front-of-package labels without considering the entire nutritional context may contribute to confusion and misinformed choices.

Public health advocates suggest that consumers should remain vigilant and assess food products more comprehensively, looking beyond promotional claims to understand their overall composition. At the same time, regulatory bodies continue to monitor and set standards for nutrient content claims to ensure transparency and protect consumer interests.