A booming health trend is stripping supermarket shelves bare, but an expert has warned the popular “hack” may not live up to the hype, sharing “concerns” it’s being oversold online.
Over the last couple of years, protein-packed produce has flown off supermarket shelves around the country.
Greek yoghurt and cottage cheese have led the charge, often disappearing quickly after being restocked, particularly in busier supermarkets and metro stores.
These products are hailed for their high protein content, which helps support muscle growth, keeps you feeling full for longer and can aid weight management.
Coles said cottage cheese is one of its “fastest-growing dairy categories” while Woolworths said, “demand for it has continued to grow”.
Now, it appears tinned sardines are joining the list.
Packed with protein, healthy fats and essential nutrients, they’re becoming an increasingly popular choice for health-conscious shoppers.
Hundreds of people weighed in on the newest addition to the protein party this week, after a photo of an almost-empty tinned fish section at Woolworths went viral.
Many respondents feared the surge could drive up prices, with some claiming cottage cheese had already become significantly more expensive in recent years since it became popular on social media platforms including TikTok and Instagram.
Do you have a supermarket story? Contact newsroomau@yahoonews.com
Products like cottage cheese and Greek yoghurt have been soaring in demand since 2023. Source: Yahoo News Australia
(Yahoo News Australia)Why is there so much interest in protein-dense foods?
Dr Emma Beckett, a Senior Lecturer in Nutrition and Food Science at the Australian Catholic University, told Yahoo News that Australia’s protein obsession isn’t quite all it’s cracked up to be unless it forms part of a wider, balanced diet.
“There’s been growing interest in protein in fitness culture, weight loss (particularly with medications), menopause, and ageing. So products with protein get a ‘health halo’ which further stimulates interest,” she said.
“But the hyper-focus on protein is most definitely a concern in that it distracts from other parts of a healthy, balanced diet.
“We need more than just protein, and a food isn’t automatically healthy just because it has protein added.”
Dr Beckett says the foods dominating the protein trend would likely ‘come and go’.
(Emma Beckett.)How long will the protein trend last?
Dr Beckett said the specific foods dominating the trend would likely “come and go”, with something “always taking its place”.
Australians may remember a decade ago when kale became the must-have ingredient, appearing on cafe menus and blended into smoothies across the country.
Now, the wellness world has found its latest fixation.
“These foods, I think, tap into the desire for healthy, natural and affordable,” Dr Beckett said.
She said they are often promoted through content that presents them as a simple “hack” or a way to avoid spending money on more expensive supplements.
“I love that people are cooking off the back of these trends, but also we don’t need to hero one food so hard,” Dr Beckett argued.
As for what’s pushing the protein-specific demand, Dr Beckett said the drivers are different for different people.
“It’s mostly connected to body composition (muscle gain and fat loss), and neither of those things work well without physical activity, and we need micronutrients for that too,” she said.
“People love a simple, single-minded message: adding protein to everything feels like we can eat what we love, without changing our habits.
“But it’s not really as simple as it sounds.”
Are sardines hard to get at your local supermarket? Source: zozobeiyz
(zozobeiyz)Supermarkets noticing a high demand for protein-rich foods
As for how long sardines will remain at the top of the health food hierarchy, that remains to be seen.
Coles confirmed demand for the fishy favourite has been strong for some time, with customer interest building since around mid-last year.
RELATED:
“We’re definitely seeing customers become increasingly focused on foods that support their health and wellbeing, with growing interest in protein-rich and nutrient-dense options,” Coles General Manager of Own Brand, Deb Galle, told Yahoo News.
The supermarket has seen a significant increase in demand for high-protein products over the past two years, driven in part by social media trends.
Yahoo News sought comment from Woolworths, and a spokesperson was looking into the enquiry on Thursday.
You can also follow us on Facebook, Instagram, TikTok, X and YouTube.