Survey shows Brits are discovering the power of protein in their diet

There are so many health benefits to taking protein, according to this nutrition expert, it’s no wonder we’re all reaching for the powders and bars! This is paid for content, readers are encouraged to seek NHS advice before taking any supplements.

“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,” said exercise and nutrition expert Matt Durkin. “There are so many benefits to protein for both physical strength and mental health that it is essential we pay more attention to how much we are all consuming.

New research* carried out by SCI-MX, the British sports nutrition brand, highlighted that, as a nation, we were changing what we saw as having a ‘healthy’ diet.

Almost a third (30%) said they paid more attention to their protein intake, and less on counting calories these days. Almost two thirds (63%) of those surveyed said they believed they were ‘empowered’ by protein powder.

More than a quarter (26%) said they regularly ate protein bars whilst 15% regularly took protein powders.

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 Durkin

He said the changing perceptions and societal attitudes were noteworthy and he believed it was ‘encouraging’ to see Brits shifting focus to protein intake and away from calorie counting.

"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."

Reputable sources

“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.