High-protein food sales are soaring

High-protein food sales are soaring as Britons become increasingly health-conscious, a new report reveals.

The average Briton is eating 25.1kg of protein at home a year, which equates to 69g a day – a rise of 2.2 per cent since 2013, according to research by Mintel.

Rick Hay, nutritionist and lecturer in weight management at the College of Naturopathic Medicine in London, said: ‘Protein is the future. It has been heading in this direction for years, due to growing concerns about weight management and body image.

‘More companies will be emphasising the wider health benefits of protein. More products are on the way.’

Yet, according to trade magazine The Grocer, carbohydrate and sugar consumption are down by 2.8 per cent and 3.4 per cent respectively as the no-sugar, low-carb trend continues.

High-protein food sales are soaring as Britons become increasingly health-conscious (stock)

WHY ARE PROTEIN PRODUCT SALES SOARING?

According to nutritionist Rick Hay, protein-rich food products’ sales are rising as people become increasingly conscious of their weight and body image.

High-protein products take longer to digest, which causes the body to burn more calories processing them.

Such foods also take longer to leave the stomach, resulting in people feeling full sooner and for longer.

Research also reveals eating protein causes signals to be sent to the brain that increase appetite-suppressant hormones and lower those that make people hungry.

Aside from aiding weight loss, other benefits of eating protein include maintaining strong bones, boosting heart health and even reducing anxiety.

‘Protein is the future’

Rick Hay, nutritionist and lecturer in weight management at the College of Naturopathic Medicine, said: ‘Protein is the future. It has been heading in this direction for years, due to growing concerns about weight management and body image.

‘More companies will be emphasising the wider health benefits of protein. More products are on the way. ‘

Juliet Barratt, chief marketing officer and co-founder of sports performance and energy brand Grenade, added: ‘Drinks brands, bakers and other food manufacturers have been ‘adding protein to their products to appeal to everyone from sports nuts to those who merely want to stay sated for longer.

‘At the moment, consumers are grabbing anything with “protein” on the label as it is the new buzzword. ‘

Promoting protein on packaging

The report reveals a vast array of products on supermarket shelves carry the ‘protein message’, including breakfast cereals, soups, smoothies and snack bars.

Snacks like Peperami boast ‘high in protein’ on their packaging, as does Morrisons’ range of own-label cooked chicken mini fillets.

Kerry Foods has also relaunched the packaging for its new cheese snack range Go-Go to highlight its protein-rich credentials.

In addition, leading bakery firm Warburtons launched a high-protein range in September last year and claims to have sold 2.7 million units to date.

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