Our entire aim is to provide products which make it easier for customers to stick to their healthy eating plan.” “There’s research showing that a diet high in protein can help build muscle mass, but there has to be a macro balance with carbs and fat. “Are people eating too much protein? Depends on their health or fitness goal,” he said. “A lot of the products are high in sugar, low in fibre, they’re not healthy choices for consumers,” said Daniels.ĭarren Beale – founder of, which specialises in lean meats but also sells high-protein pizzas, chocolate and even beer – said gym-goers increasingly want to control what they put in their body. This also makes it unlikely that they are doing themselves harm – unless they already have kidney disease – but it could be problematic if high protein consumption replaces other foods important for good health such as fruit, vegetables and wholegrains, they said. “Unless you’re doing extreme exercise or pursuing extreme lifestyle goals, you don’t need extra protein.”Īs excess protein is excreted through urine, people who are consuming too much are effectively flushing their money down the toilet, according to the experts. He has worked with the successful GB rowing team, some of whom he said do not take protein supplements despite consuming 6,000 calories a day. “It’s a lot of crap, a way of selling a cheap product at a high price.”ĭanny Commane, a lecturer in nutritional science at the University of Reading, said while there was some evidence suggesting that eating more protein could help increase muscle mass, the fact that people were already eating so much more than they needed made supplements unnecessary. “There’s been a lot of hype in gyms pushing high-protein shakes, there’s also a need to get rid of a waste product from the dairy industry, which is whey protein,” he said. ![]() Tom Sanders, professor emeritus of nutrition and dietetics at King’s College London, said people were being taken in by “nutri-babble”. Another market analyst, Nielsen, said there was a 63% rise in sales of protein bars in 2015, compared with the previous 12 months, while Mintel figures, published in August, said there had been 40% more launches of high-protein products this year compared with 2015. So even if you hit the gym regularly, spending money on protein supplements is unlikely to bring any additional benefit.”Īccording to the Euromonitor figures, which cover ready-to-drink beverages, protein powders and protein bars with a minimum of 20g of protein, the sports nutrition market has grown by about 160% since 2011. ![]() ![]() The PHE guidelines equate to getting approximately 11% of the recommended number of calories from protein, whereas according to the National Diet and Nutrition survey, the actual figure for adults is 17% to 18%.ĭr Alison Tedstone, PHE chief nutritionist, said: “The majority of people are consuming much more than the recommended daily allowance of protein through their everyday diet. Public Health England (PHE) guidelines suggest a protein intake for 19- to 64-year-olds of 55.5g for men and 45g for women, although experts say this will vary according to weight (the US Institute of Medicine stipulates a minimum of 0.8g per kg of body weight per day). 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 get from a balanced healthy diet.” If you’re an athlete you will have higher requirements but you can still get it from eggs, yoghurt, meat. Photograph: grinvalds/Getty Images/iStockphotoĪnna 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. Experts say most people get enough protein through food.
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