More Brits are looking at protein intake for a fit and healthy body, as fewer count calories

When it comes to dieting for a fit and healthy body it looks like we Brits are more likely to reach for protein, than get out a calorie counting app. This is paid for content, readers are encouraged to seek NHS advice before taking any supplements.

The days of counting calories could be behind us, if the trends in this recent research are anything to go by.

And as we chuck out the calorie counters we’re picking up protein – believing it has the power to “empower” us!

Findings from this new research*, carried out by SCI-MX, the British sports nutrition brand, have been welcomed by an industry expert Matt Durkin, who specialises in exercise and nutrition.

The results showed more than half (63%) believed protein powder empowered them, 15% took protein powders regularly and over a quarter (26%) said they regularly consumed protein bars.

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.

Matt

He said when it came to physical and mental health it was wise to pay attention to protein intake, as there were so many benefits to be had.

“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.”

Changing attitudes

Matt said the survey reflected the changing perceptions and attitudes in society and said it was ‘encouraging’ that Brits were shifting their dietary focus to protein.

"Diet 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," he said.

“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.