Protein products have seen a “dramatic” rise in sales in London as growing numbers of men aspire to building a more muscly physique.
Creators of protein shakes and whey products today reported a rapid increase in sales as more men take up muscle-building activities.
The supplements used to be taken mainly by bodybuilders and athletes to help repair and develop muscles after intense training.
But now, thanks to the Olympics and the likes of Man of Steel actor Henry Cavill and rugby player Thom Evans, the trend has spread to ordinary Londoners who want to emulate the stars.
London-based company MyGoodness, which was started from a spare bedroom in 2003, announced that it has been selected by five major supermarkets to stock its new shake.
Co-founder Jeremy Martin said: “Guys are turning away from sugary soft drinks to protein shakes. It was a quite a slow burner to start with because we were in a largely specialist area looking after endurance athletes. But in the last decade with the Olympics, Boris Bikes and the number of cyclists going into the City, it’s grown massively.”
According to Euromonitor, UK sales of protein products have grown from £73 million in 2007 to £170 million in 2012. By 2017, sales are estimated to reach £358 million.
Feroz Sadique, managing director of sports nutrition company LA Muscle, said protein sales had “dramatically increased” over the past year, adding: “The capital has seen a steep increase in fitness, with men becoming a lot more health and body-conscious.”
