Social media sites like TikTok have been accredited with generating the recent upsurge in demand for protein rich dairy produce, according to Tesco.
The merits of protein are being hailed by various influencers and content creators across their social media channels, which is driving the younger generation to increase their consumption of protein rich products, particularly of dairy origins, as a result.
The market research company, Kantar has indicated that demand for yogurts and other high protein products, such as puddings and drinks, have soared by 34% in the last year at Tesco, with the market now estimated to be worth £204 million annually.
Tesco
Tesco has even introduced a ‘High in Protein’ section in their dairy aisles, especially dedicated to its yogurt offerings as a means of responding to the trend.
Tesco buying manager for yoghurts, Hollie Bulmer said:
“The trend is being driven by younger consumers and if you look on social media sites like TikTok and Instagram, there’s a major trend for influencers posting videos of their culinary protein-packed creations and talking about these foods that offer specific nutritional benefits.
“That trend is encouraging the new growing interest in protein yoghurts and dairy in general, as well as influencing retailers like ourselves to stock more of these products.”
The Gym Kitchen is one such company profiting from consumers increased awareness of the macronutrients benefits, with a product line consisting predominantly of high protein ready meals, grains, desserts and dairy products.
After launching in Tesco last year, the brand has quickly become one of the UK’s fastest growing food producers, and with its line of protein-added yogurts deemed as the cornerstone of its recent success.
The Gym Kitchen founder, Segun Akinwoleola said: “Our audience is 18–44 – they are more conscious now about what they eat. This revolution is now a lifestyle for them.
“That is the main reason why added protein has become such a major factor in food because that’s what helps build muscle, and the older you get, the more protein you need to do that.
“Yoghurt in its natural state is already high in protein, but what we’ve decided to do is bring in funky flavours and packaging designs to make these appeal to younger consumers.”
The amount of protein required every day depends on an individual’s age, health status and lifestyle however, the minimum daily recommended nutrient intake (RNI) of protein is 0.75g/kg of body weight, based on the average sedentary adult in Ireland and the UK.
- Children up to three years of age: 14.5g/day;
- Pre-school children aged between four to six years: 19.7g/day;
- School age children aged between seven to 10 years: 28.3g/day;
- Adolescents: (female) 41.2g /day and (male) 42.1g/day;
- Young adults: (female) 45.4g / day vs. (male) 55.2g/day.
Adequate intake of protein has a host of health benefits, including the building, repairing and oxygenation of cells, the balance of tissue fluids, immune defence, hormone regulation, weight management and muscle support.
