The Protein Movement
If I were to tell you to increase your protein intake you would look at me like I was half smashed off a bottle of Jack Daniels. It’s common sense to have a moderate amount of this macro in your diet—that’s nothing new, right? But for some people, the word protein is like saying the word “curmudgeon”. The word is real and exists, but people aren’t sure what to do with it or how to use it. Those outside of our industry might not understand the uses for it or the benefits of having it in their diet. Many of them think it’s just for people who pick things up and put them down to get big and strong—and their right. But that’s not the only reason you should be taking in more through your diet.
A new era of protein in nutrition
Times have changed from back in the day when you bit into anything that resembled a nutrition bar or sipped a shake and it left you wondering why someone added chalk to the recipe. Those days are long gone. We now have amazing food and snack options that are high(er) in this vital macronutrient. The United States is leading the crusade when compared to places such as Europe and the Asia Pacific region. We now see items such as Snickers with protein added (not that eating such a bar is healthy). In 2014 a study conducted by Mintel was published showing that a third of the consumers found in the United States, China, and the United Kingdom were increasing their protein intake primarily to help them put on lean muscle mass—people like you and me.
Putting on lean muscle mass is great, but that isn’t the only benefit to including this macronutrient in your diet. Studies have shown that increasing your intake not only do you feel fuller for longer, but it also helps with weight management. A retail analyst from the company “Spins” said, “it is not surprising the trend has evolved, as the consumer’s desire for health and wellness increases. I believe the mainstream demand for all types of high protein foods have been fueled not only by the demands of health enthusiasts but informed consumers who seek the nutritional benefits of protein as shown by the science.” People are finally taking responsibility for their health rather than waiting for a magic pill to come along and make them all feel young again. We’re not getting any younger, that’s for sure.
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