The protein supplement market is booming in the UK with 27% of people using sports nutrition products, a study by Mintel has revealed.
Young men are said to consume the most, with 61% between the ages of 16 and 34 saying they buy the products. Meanwhile, 40% of women between 16 and 34 use them.
The top three sports nutrition products used by Brits are protein bars, protein powders for drinks, and energy bars.
Mintel research analyst Anita Winther said: “The sports nutrition category continues to grow in popularity. A new ideal appears to be rising that sidelines the waiflike figures common among many fashion models in favour of athletic and toned – or even highly muscular – physiques.
“This is great news for the sports nutrition market as well as high-protein brands and is likely to be contributing to the uptake in usage. It also helps to explain, in particular, the increase in popularity of protein powders among young women.”
The study found that the use of high-protein food and drink is also on the rise. The results claim that 45% of Brits believe it is important to increase protein intake when exercising regularly.
Despite the popularity of these products, around half the people surveyed believe there is no need for extra protein in a balanced diet.
Winther continued: “The sports nutrition market is facing intensifying competition from the growing number of mainstream foods embracing a high-protein proposition. Usage of the two overlaps heavily and the more accessible prices and less processed image are likely to work in favour of the latter, with lifestyle users particularly likely to be swayed.”
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