https://www.theguardian.com/lifeandstyle/2016/dec/26/protein-hype-shoppers-flushing-money-down-the-toilet-say-experts
The UK’s rocketing demand for high-protein products is being fuelled by consumers buying foods unlikely to deliver the benefits they are seeking, experts have said.
Weetabix, Shreddies, Mars, Snickers and Batchelors Cup a Soup were among the brands that launched enhanced protein versions this year as the trend hit the mainstream.
Many supermarkets have introduced dedicated sections for higher-protein products and, according to Euromonitor, the market for sports protein products alone – which excludes most of the mainstream brands – is expected to hit £413m this year and almost £750m (in today’s money) in five years’ time.
But experts have warned that consumers, particularly gym-goers, are falling victim to clever marketing.
Anna Daniels, a dietitian and British Dietetic Association spokeswoman, said: “People have a misconception they do need more protein whereas actually the majority of us are getting adequate protein – our requirements are quite low. If you’re an athlete you will have higher requirements but you can still get it from eggs, yoghurt, meat. The majority of us who go to the gym for an hour a couple of times a week, there’s no need to be having additional protein we [already] get from a balanced healthy diet.”
