There has been a growing trend with health and wellness. Thanks to the internet, more information is reaching a wider range of audiences. This includes the individuals wanting to work on their physiques. People are paying more attention to what they eat and are getting to the gym. After doing some research, you may come across the world of supplements. Fitness enthusiasts may take supplements to help aid them in recovery after their workouts. There’s creatine, BCAAS, or even pre-workout which is taken to provide energy for exercise. However, one of the most popular supplements to take would have to be protein. You can get all of your daily protein from food sources, such as nuts, beans, meat or meat substitutes. However, a protein shake is an easy, convenient way to consume some of your daily intake of protein. There are many types of protein powders on the market: whey, casein, and plant-based just to name a few.
While there are many types of protein powders, whey protein is the most popular. According to an article posted on globenewswire.com, a study by Precedence Research found that, “The North America whey protein market has generated revenue share of 38% in 2022” (Precedence Research, 2022). For the European market, the share was found to be 28%. Whey protein has the 9 essential amino acids needed to repair muscles from the stress that the body goes through as a result of exercise. Whey protein is also the fastest absorbing protein compared to other proteins. There are different types of whey protein: whey protein concentrate, whey protein isolate, and whey protein hydrolysate.
Whey protein and other proteins are largely consumed by fitness enthusiasts and athletes. However, it has been marketed towards other audiences in recent years. In an article posted on businesswire.com, it states, “Increasing market revenue in this region is due to the increase in the geriatric population and fitness clubs. Of all the major economies in Europe, the U.K. accounts for around 18% of the total whey protein market, followed by Germany, France, Russia, Spain, and Italy” (Business Wire, 2022). Demand for protein supplements has not only increased in Europe but has also increased in the Asia Pacific since the geriatric population has risen in that region as well.
Plant-based proteins are another great option for those looking to supplement protein into their diet. Whey protein is derived from dairy, but not everyone consumes dairy products. Some people cannot consume dairy because it does not agree with their stomach and vegans do not consume dairy for ethical reasons. In Europe, more people are deciding to eat less animal products. “Changing socio-economic trends and dietary patterns in Europe has led to a shift in dietary patterns leading to an increased demand for plant proteins over animal proteins” (Business Wire, 2022).
The use of protein supplements has increased globally thanks to the trend of improving one’s fitness. While the fat loss trend has been around for decades, there has been more research in the fitness and nutrition space that is more accessible than ever with internet and social media. How does fat loss relate to protein? It takes more energy for the body to process protein so a diet high in protein is thought to be beneficial for fat loss. Knowing how much protein to consume is important for building muscle, which helps with fat loss. Calculating your individual macronutrients will provide the amount of protein you need to consume, as well as the amount of carbohydrates and fats. These amounts will change depending on where you are at in your fitness journey and are specific to your body and your goals. Macronutrients, shortened to just “macros” in the fitness industry, are very popular amongst bodybuilders. Bodybuilders often go through stages of either bulking or cutting for competitions.
The sport of bodybuilding has increased in popularity and one place where there’s growing interest is South Korea. While lifting weights is still largely seen as something that will make women bulky (which is a complete myth since women don’t have nearly the amount of testosterone that man have to get bulky), more South Koreans of younger generations are showing more interest in lifting due to the spread of information on the internet. Consuming the right amount of protein is important for bodybuilders that want to get down to stage weight (aka the insane lack of body fat they have at competitions). Again, consuming protein powder helps to take care of some of their daily protein intake. Sometimes it’s easier to down a protein shake rather than eating chicken breast for the 5th time that day.
With the growing demand among different consumers globally, it will be interesting to see what improvements will be made to protein supplements. Fitness clubs have increased in places such as Europe and so has the use of protein. Not only has the use of protein supplements amongst gym goers grown but also among the elderly and has even been added into infant formulas.
– To check the quality of a protein powder, use labdoor
– Vegan protein powder recommendation: the Sprouts brand
– For more info on macros, fat loss, and more: start with Jeff Nippard (he backs up everything he says with scientific research and presents it in an interesting way)
Thank you for taking the time to read this far!
Sources mentioned:
“Europe Whey Protein Market Report 2022 – Growing Use of Whey Proteins in the Functional Food and Beverages Industry – ResearchAndMarkets.com” Business Wire, February 2022. https://www.businesswire.com/news/home/20220202005717/en/Europe-Whey-Protein-Market-Report-2022—Growing-Use-of-Whey-Proteins-in-the-Functional-Food-and-Beverages-Industry—ResearchAndMarkets.com
“Whey Protein Market Size to Worth Around USD 21.36 Bn by 2032.” Globe News Wire, January 2023.https://www.globenewswire.com/en/news-release/2023/01/09/2584952/0/en/Whey-Protein-Market-Size-to-Worth-Around-USD-21-36-Bn-by-2032.html
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