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Hyperprotein products: often not very useful, but fashionable in Switzerland – RTS.CH

Hyperprotein products are popular in Swiss stores. At the origin of strong growth demand: marketing, fitness and social networks.

Pasta, milk, cheese, yogul: high protein products are fashionable. Coop does not give exact figures, but recognizes a strong increase in demand in recent years. Same trend at Migros, with two -digit growth.

“This trend is particularly marked in sportsmen, young people, city dwellers, as well as people concerned about their health or according to specific regimes (such as low carbohydrates)”, informs Migros.

The two brands even have their own range of hyper protein products. A way to adapt to the market, according to Jean-Michel Dubois, director of the Sawi Marketing, Sales and Communication School. “We saturated the market with Light products, now, we have to find something else,” he explains in the 19:30 of RTS. “This other thing is hyperprotein products”.

Additional appeal according to Jean-Michel Dubois, the possibility of eating proteins without having to consume meat. “To have a good conscience, we especially do not want animal proteins, we want vegetable proteins. All these brands surf on this market trend,” he said.

Marketing effect

Praised by influencersthese hyperprotein products, with their often black and English packaging, are attracting more and more young men.

Many protein -rich products now exist in Swiss stores. [RTS]
Many protein -rich products now exist in Swiss stores. [RTS]

“In my consultation, I see many young athletes. And the boys, from thirteen or fourteen, think that that’s what you have to eat,” said the dietician of sport Simone Reber. “For them, food food is eating protein powders”.

According to her, it is no coincidence that this marketing targets these young people. “If we let go of young people now, they are the ones who will consume their whole life,” said Simone Reber.

In addition, according to the specialist, these products take advantage of the current trend in the demonization of fats and sugar. The dietician takes up the example of adolescent and male patients: “They often focus on the fact that they don’t eat enough protein. But in fact, they don’t eat enough carbohydrates and not enough fats”.

Often not very useful

In most cases, these products are not however useful for a healthy adult person. For such a profile, it is recommended to eat 0.8 grams of protein per kilo of body weight. A completely reachable quantity with a regular and balanced diet.

But there are exceptions. “There are groups of people, such as high-level athletes, those who make a lot of bodybuilding, and perhaps also the elderly to whom we could recommend these products rich in protein,” said Simone Reber.

Consuming a very high amount of protein is not a danger to healthy adults. However, specialists draw attention to the additives present in certain hyperprotein products.

Sujet TV: Elias Baillif

Web adaptation: Emilie Délétroz

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