High protein foods like chicken breast and cottage cheese were once considered rather dull options that gym junkies and trendy diets like.
However, supermarkets now report that rising demand for items such as protein will become a buzzword among health-conscious middle-class shoppers and Generation Z.
Almost half of UK adults rose to two-thirds of age 16 to 34, according to a national poll of 2,200 people.
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Ocado, an online grocery store that sells M&S products, said it has doubled searches on its website since 2023.
Demand for cottage cheese, low-fat and high-protein products It has increased by 97% from coagulated milk. This food was a popular diet staple in the 90s, but now it has been revived in Tiktok by social media influencers and has become a Gen Z staple.
Cottage cheese has experienced a surge in popularity
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With increasing awareness of the health hazards of ultra-highly processed foods, consumers are favoring natural protein sources such as dairy and lean meat, moving away from the highly processed protein bars and protein shakes that were popular a decade ago.
Ocado’s data shows that demand for Greek yogurt is rising by 56%, while searching for egg whites, a naturally protein-rich option, has risen by 27%.
One chicken breast contains about 40g of protein
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Search for chicken breasts has increased by 43%, steaks have increased by 39% and tuna have increased by 35%.
Vegetarians and vegans also participate in the act. Plant-based protein sales are skyrocketing. Searches for chickpeas have increased by 27% and 18% for lentils.
Nicola Waller, Ocado Retail’s purchasing director, said: “Protein was once considered a bodybuilder’s reserve, but today it’s a staple food for those who want to eat well and feel great. Consumers are more aware of where protein comes from, and are more likely to favor natural, whole food options than ultra-treated alternatives.”
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Proteins are essential for muscle and tissue growth and repair, and also help maintain a healthy immune system.
A nationally representative study of 2,205 UK adults conducted by Savanta shows people who believe their attitudes towards protein have changed over the past year, and are essential to maintaining health, rather than a tool for building muscle. Half of those surveyed said they would eat more protein to raise their energy levels and maintain them for longer. Four in 10 said high protein intake helps manage weight.
The spike in popularity of naturally high protein foods is driven by social media trends. Almost 50% of Gen Z want protein inspiration on Instagram and Tiktok, compared to 33% of millennials and 5% of boomers.
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Popular online influencers such as nutritionist Emily English share high protein recipes and highlight the importance of including natural protein sources in your diet.
A groundbreaking study by the Times found that Gen Z is the most health-conscious generation ever, and goes to the gym several times a month for more than a minute.
According to UK nutrition guidelines, adults should have a minimum of 0.75g of protein per kilogram per kilogram every day, which increases the more people exercise. A 85kg male (average) should have at least 64g per day, while a 72kg female should have 54g of protein per day. It is relatively easy to get this protein intake from a normal, healthy diet. One chicken breast contains about 40g, while the egg contains 7g, the chickpeas contain 20g, and the can contains 14g.
