Sales of yoghurt and dairy drinks with added protein are soaring, as social media encourages gym-loving youngsters to seek out products that boost muscle growth.
Stores have seen a 34 per cent rise in demand, with the growing market now worth £204million a year, according to latest data from market research specialists Kantar. Tesco has even created a “High in Protein” fixture in its dairy aisle.
Buying manager Hollie Bulmer said: “If you look on sites like TikTok there’s a major trend for influencers posting videos of their protein-packed creations and talking about foods that offer specific nutritional benefits. And that trend is encouraging growing interest.”
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