protein hype Consumers fuelling demand for high-protein products unlikely to see any benefits as people already eat more protein than they need, say dietitians
The UKs 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 todays money) in five years time.
But experts have warned that consumers, particularly gym-goers, are falling victim to clever marketing.