Protein products are increasingly being marketed in supermarkets to ordinary
people. Do they serve any real purpose for non-athletes?
There's now a wave of products where the branding marks a departure from the
traditional world of the protein supplement. The classic protein drinks have usually been characterised by displays of
over-sized bottles and tubs, often with labels depicting rippling torsos. The
powders and bars targeted hardcore gym-goers and amateur athletes. The typical customer was someone who wanted to build muscle and aid recovery
after a serious workout. But the latest generation is positioned more around healthy lifestyle.
In the
UK, a "high protein dairy drink" called
Upbeat is the latest product
to get a big marketing push. It follows the path blazed by
For Goodness Shakes,
a drink primarily aimed at gym-goers and athletes that was picked up by a wider
pool of buyers.
Similar lifestyle protein products can be seen in the
US on the shelves of
the likes of
Wal-Mart,
K-Mart,
Walgreens, and
CVS.
But there's an
elephant in the room. People in the West
usually already get more than enough protein. Healthy protein intake depends on weight, with a recommended intake figure of
0.8g per kg of weight per day often cited. Age is also a factor. Over the course
of a day, the average man should be eating around 55g of protein, while a woman
needs 45g. In the
US, the national public
health body, the
Centers for
Disease Control and Prevention, recommends 56g for an average man and 45g
for a woman.
In the
UK the mean intake for men is 86.5g per day, with women consuming 65g.
In the
US,
UK people have diets that easily
supply enough protein. A chicken breast might contain around 40g of protein, a
cod fillet 30g, a helping of tofu 15g and an egg 6g.
Everybody needs protein in their diet on a daily basis as it is essential to
body tissues, is necessary for growth and contributes to muscle mass and bone
health. But processing excess intake can put pressure on the kidneys.
Excess animal protein is linked with kidney stones. In people with a
pre-existing condition, excess protein can accelerate kidney
disease.
Only vulnerable groups, such as those recovering from surgery or frail older
people, tend to need more protein - something for which medical advice should be
sought.There are those who advocate higher protein ratios in diets, arguing that the
mainstream nutritional advice is outdated and that active people might need
considerably more. Even the
CDC allows a range of between 10-35% of daily
calories coming from protein.
So what is behind the appearance of the ever-expanding range of protein
supplements?
The idea was that muscles damaged during intense weight training could be
repaired and developed by turning dried and concentrated whey, a by-product of
cheese-making, into a drink. These shakes were seen as more efficient and
convenient than having to eat large amounts of high-protein foods. Only a handful of specialist shops sold the powder and new customers were
often found by targeting their personal trainers.
They benefit from the general aura of healthiness that hovers over the word
"protein". If protein is so healthy, and I want a snack, one that will fill me
up, I might very well be drawn to something with protein written on the packet.
Protein supplements do have a place used once a day after muscle-building
training, but most people - including regular gym goers - would find that milk
contains the right combination of protein and carbohydrates for rehydration and
repair.