Brits focusing more on tracking protein than calorie counting, survey finds
New research* carried out by SCI-MX, the British sports nutrition brand, found we have a new approach to a healthy diet.
Exercise and nutrition expert Matt Durkin is not surprised. He said: “Building and repairing muscles, healthier hair and skin, stronger nails and bones, reducing cravings and weight management are just a handful of the benefits protein can have on our bodies. It’s no surprise we have seen a shift from counting calories to tracking protein.
“There are so many benefits to protein for both physical strength and mental health that it is essential we pay more attention to how much we are all consuming.”
In the survey, 30% said protein intake was more important than counting calories. Almost two thirds 63% believed protein powdered “empowered” them. And, 26% regularly ate protein bars while 15% regularly took protein powders.
Matt Durkin added: “These findings highlight the evolving perception of protein across the nation and its positive impacts. As society moves towards body positivity and away from strict calorie counting, protein's role in self-perception becomes evident.”
He said it was ‘encouraging’ to see a shift to concentrating on protein intake rather than calorie counting.
Matt DurkinDiet and nutrition are fundamental. In addition to the mental health benefits, proper nutritional support, including protein supplements, is vital for overall health, especially when protein intake is insufficient
Get it right
“Overall, from the survey, I can see the positive shift protein has had on Brits, I would always just recommend that consumption comes from reputable sources and users make sure they check the ingredients and sugar levels of their favourite products.”
SCI-MX is one of the many brands owned and operated by Supreme PLC. Supreme is Europe’s leading supplier, manufacturer, and distributor of fast-moving consumer goods, with leading brands in wellness, sports nutrition, and everyday household products. Find out more on the SCI-MX website.
*The research was conducted by Censuswide with 2,515 UK nationally representative general consumers (16+) (minimum 1,000 consumers who currently use protein powders, shakes, or bars) between 02.10.23 to 06.10.23.