Survey shows changing diet habit of Brits as we aim for healthier bodies with protein power

If you’ve stopped counting the calories and started picking up the protein you’re not alone.This is paid for content, readers are encouraged to seek NHS advice before taking any supplements.

Yorkshire folk, like the rest of the country, are sitting up and taking notice of the power of protein according to new research which reveals nearly a third of Brits (30%) have started looking at their protein intake, compared to counting calories in the past few years.

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.

Exercise and nutrition expert Matt Durkin

But what does protein do for us exactly?

“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,” Matt says.

And with well over half of those surveyed (63%) stating they believed protein powder empowers them, just under a fifth (15%) saying they regularly had protein powders, and over a quarter (26%) saying they regularly consumed protein bars, it seems the nation is listening to its body!

The new research* carried out by SCI-MX, the British sports nutrition brand, showed Brits were less conscious of calorie counting and much more focused on their protein intake when it comes to keeping fit and healthy.

"The statistics on changing perceptions and societal attitudes are noteworthy,” said Matt. He said it was encouraging to see as diet and nutrition were fundamental to all aspects of our health.

"In addition to the mental health benefits, proper nutritional support, including protein supplements, is vital for overall health, especially when protein intake is insufficient."

Body beautiful

Matt said: “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.

“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.