Use of protein drinks soars as people seek balance in diets

Sales of protein products grew 17.4% YOY according to analysts Euromonitor.  Perhaps some of the reason behind this is “Protein is the only one of the three macronutrients that has not been demonised”.

An article in the Financial Times recently pointed to the emergence of a group of active, mainstream users of protein bars, shakes and more unusual products such as porridge and popcorn.  These are not your gym fanatics, or indeed necessarily gym goers at all, but generally active individuals – business people, or mothers.