Protein has become big business; some estimates put the size of the market above $50 billion globally.
Irish companies like Glanbia are industry leaders in protein products.
However, yesterday, Bank of America issued a warning to analysts that the protein market may be peaking as more and more companies enter it.
Reporter Adam Maguire, from RTÉ’s Business desk, told Behind the Story about the scale of the protein business.
“Back in 2016, globally, protein was thought to be worth somewhere around $15 billion – this year, there’s estimates that it’s anything above $50 billion,” he explained.
“So, there’s huge, huge money is this – and Irish companies are really at the centre of that.”
Sarah Keogh, a registered dietitian with Eatwell.ie, said protein is an important part of our diets but putting protein in some foods may be unnecessary.
“I’ve seen a lot of trends over the last 30 years, but this is one that I really like because it is looking at protein, which people could definitely look at increasing – particularly certain age groups as they get older,” she said.
“I think by the time it’s being put into popcorn and things like that, it’s probably a little bit of an extreme.”
Ms Keogh said while the trend could be “cooling off “slightly, “the need for protein is there”.
She said some people have a misconception around the body’s need for protein.
“You actually need more protein in your 70s that you do in your 20s,” she explains.
“I often joke that you see the young people in their 20s with their protein shakes and it’s the 70-year-olds that need to be actually on them.”
Snack ‘fall off’
Ms Keogh also said that GLP-1 weight-loss injections are also starting to affect food sales, with US supermarkets already seeing a drop in certain food products.
“The big fall off is snacks, particularly in the United States, they’re seeing a 10% reduction in some areas, in terms of crisps and snack foods and things like that,” she said.
“What supermarkets are leaning into is what they call ‘nutrient-dense meals’ – that higher quality meal with a bigger focus on the actual nutrition.
“The big ones are fibre, protein and then some fruit and veg as well.”
You can listen to Behind the Story on the RTÉ Listen app.