Soon, even your starbucks may come up with latte proteins. Is the trend healthy, or is it just a big business?
Cereal, Chips, ice cream, PopcornEven Candy – If it seems that everything has a sudden protein, then you can be on something.
In recent years, there has been an increase in offerings of protein rich food on store shelves. And starting from 29 September, you can add another item to that list: your morning Starbucks.
Later this month, the Coffee series in the US and Canada will start offering a line of lattes made with “protein-booked” milk, as well as protein cold foam, which can be added to any regular drinks. The company says that new additions will offer 15 to 36 grams of protein.
This step comes a week after Tim Horton Issued A protein-pack of its own, which uses a lactose-free, high-protein dairy drink to give 17 to 20 grams of macronutrients per drink.
In search of good health and big musclesPeople are trying to find more ways to consume more and more proteins as much as possible, causing all types of high-protein offerings. Experts say that good money is earned to capitalize on the latest health trend – even if this information is not completely accurate.
Starbucks will soon follow Tim Hortmen as the latest coffee series to offer additional proteins in their caffeinated drinks, a trick experts say that more than the health of the customers is likely to benefit margins.
A buff business
According to retail analyst Bruce Winder, the protein market is already worth billions of dollars and is growing about seven percent in a year.
“There are many people who are now very serious about their health, quite serious about gym culture,” Winder told CBC News. “People realize that they need protein. … So there is a big demand for this.”
Winder says that he hopes that the move will provide some additional revenue to Starbucks and Tim Hortmen, given a little extra expenditure in view of this type of additional features. While Starbucks did not say what will cost its new products, the new protein drink in Tim is $ 4.49, while compared to $ 3.69 for a regular latte. Customers can also add dairy protein drinks to other drinks for an additional 80 cents.
The way these products are being marketed, according to Winder, like very low carb or Chinese-free products that were popular in the mid-2000s (think of weightwatchrs chips or skini cow ice cream). While protein products are currently in their development stage, Winder says that they will eventually do plateau or decline, eventually like these other diet products.
“It’s there if you want it,” he said. “But this is not the main emphasis from a marketing and product development point of view. It will be more niche.”
Nevertheless, David Pulara, a principal of DP Ventures, says that he can see the high-protein product category sticking longer than other food trends, as protein is a main part of one’s diet.
“This is a core macro. So it is not a trend, such as a taste tendency that comes and goes,” said Pulra.
He explains that with protein reaching its peak, however, the market saturation comes. And with offering similar things with other brands, Pulara says that Starbucks and Tim Horten’s new menu items will survive and die on both their quality and value.
“The drink has to taste very well … the total composition makes sense and the price should be appropriate. If Starbucks can thwart those three things, it is going to be the winner to ensure.”
Additional protein can be unnecessary: ​​specialist
But when it comes to health, high-protein products may not be such slam stings.
As a dietitian and assistant professor at the University of Ottawa, Melissa Fernandez says that the craze of protein is one of their “pets”.
Protein diets – Only Macronutrient It has been instigated so far – has been around for a long time, Fernandez says, in the early 2000s, Bacon and eggs were promoted as major health foods with guidance like Etkins diet.
She says the current trend is created at misinformation: “There is a huge difference between what people really need and what people feel,” Fernandez told CBC News.
Gym-goers often say online that people should eat one gram of protein per pound of body weight. In fact, Fernandez says that most people need a minimum amount of protein, 0.8 grams per kg, which is less than half, in 0.36 grams per pound.
the currentSo many foods have added protein. How much do you really need?
These days, food is a big business with added protein, companies have put it everything from candy to dog food. We break how the food industry has increased the rush of protein, and asks a dietist how much we really need – and what is the best way to achieve it.
High-performing athletes-in which they go to the gym a few times a week, they do not include those people, and people trying to lose weight may require close to two grams of protein (0.9 grams per pound) per kilogram, which is still not that. This is a large limit, allows for misinterpretation, she says.
Fernandez also says a “health halo” in these additional-protein products-because protein is associated with health, buyers feel that a product in which it is automatically healthy. But this is not always the case, if additional sugar or other ingredients are being added to mask the taste, or if they are additional processed.
You might not hurt you while eating extra protein, it can still come up with health risks if you are not getting enough fruits or vegetables or ignoring other macros.
Because the high-protein diet has been around for so long, Fernandez says that she does not see the trend anywhere-it will take a new look once, when the current craze dies.
“Right now it has protein in everything, you know, in your latte … In a few years it can be a different type of high-protein bend for food.”
