The power of protein: Survey shows Brits are ditching calorie counting for protein intake for a healthy diet

A healthy diet used to be all about the energy intake – counting calories has been a go-to method of ‘staying trim’ since the 19th century.This is paid for content, readers are encouraged to seek NHS advice before taking any supplements.

But today, there’s more to keeping fit and healthy than just limiting energy intake and protein is a big part of that.

Some new research* carried out by SCI-MX, the British sports nutrition brand, has showed that across the country we are looking at our protein intake and are much less conscious of calorie counting.

And with benefits to our mental and physical health attributed to protein, the trend is ‘encouraging’ according to one expert in the field.

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, an exercise and nutrition expert

The survey showed society’s changing attitudes and dietary habits to reveal:

- Nearly a third of Brits (30%) have started paying more attention to their protein intake compared to counting calories in the past few years - More than half of Brits (63%) believe protein powder empowers them - Over a quarter of Brits (26%) regularly consume protein bars - Almost a fifth (15%) regularly take protein powders

"It's encouraging that nearly a third of Brits have shifted their focus to protein,” said Matt. “This shift has brought significant benefits, with over half of Brits feeling more empowered through protein powder consumption.

"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."

Feeling good inside and out

Matt continued: “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,” Matt continued. “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.”

But he urged consumers to check the ingredients and sugar levels first.

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.