Some facts on nutrition. Protein Powder for tens of millions going right down the drain
Read why you throw away large sums of money when buying expensive protein drinks.
The reason is simple: The body can not utilize the precious powder.
Too much - no benefit
- The body can not utilize more than it needs. The surplus of degradation products of proteins, we urinate, says Professor Bjarne Østerud biochemist at the University of Tromsø.
He has for years taught just the body's breakdown of protein.
Top athletes who train for hours a day are the effects of additional protein supply, research shows. But ordinary people, even those who exercise a little extra, it does not.
Enough protein through regular foods
- It is not difficult to get enough protein in the diet. The massive marketing of diet drugs creates the impression that we do not consume enough protein. It is completely beyond, say Østerud.
Little research on the effect
Currently, there is little research on the impact of large parts of the population, including children and young people choose to drink protein powders and supplements. There is considerable uncertainty about what the compositions really contains. The protein comes mainly from dairy products, but in addition are both vitamins and other additives.
Loads body
- This is originally a calf drink that will contribute to growth and development. But when one is fully developed, the high consumption become a burden on the body, says dietitian Hugo Nilssen at UNN. A normal intake of meat and fish and dairy products in the diet, the protein enough. In Norway we eat between 80-100 grams of protein each day.
Our new national coctail
Nevertheless, protein chin become our new national cocktail. The powder consumed by top athletes, recreational athletes, bloggers, leaner and hvermannsen. A powdered diet has been living fine.
A few years ago, protein powder a niche product. The typical customer was a man who wanted to build muscle mass. Not any more. Today sold expensive protein powder in buckets and even in the grocery store in line with milk and oranges.
Just as naturally as selling bread
- Sales have exceeded all expectations. It has become as natural as work here to order protein powder as it is to make the bread and milk, says sales manager at Coop Obs! in Tromsø, Jarle Sørensen. Besides oil and soups with right in the cup, they are: cans of powder that promises to be a superior protein source for a physically active and healthy lifestyle.
A manufacturer sold more than 90 million
In 2012 turnover was the largest supplier of protein-based products, Protein Factory, for over 90 million, doubling in five years. The company sells sports supplements, strength training and weight loss. The increase is partly because women have entered the field. When Protein Factory in 2010 established cooperation with Coop stores in the country, 85 percent of the customer base men. 15 percent women.
Women love potion
- The proportion of women has increased drastically. By the end of 2012 it had risen to over 40 percent, says sales manager Egil Bergli-Johnsen.
Bergli-Johnsen believes the flood of reviews on Facebook and bloggers who speak warmly of protein powder helped the sales - combined with increased interest in diet and exercise among the Norwegian people.
Fast Results
Powders and protein drinks are also included fitness centers with full strength.
- Strong is the new sexy. People want results fast and people can afford to buy protein powder. Moreover, the level of knowledge about diet and exercise among Norwegian people become very high, says Bergli-Johnsen. He said the average customer is a plus exerciser.
Exerciser plus the average customer
- This is a person who exercise a lot and have a tight schedule. It is not necessarily a person who participates in Birkenhead, but she plays with the idea. She has a job and would like children to be followed up at leisure. There are people who often struggle to find time to cook the food they need.
- Our customers have very much knowledge. We have to be on your toes to keep us updated to answer complicated questions, says Bergli-Johnsen, who represents other supplements sales in stores and online as the company's competitors.
Sick of too much
Nutrition experts advise against consuming too much protein. You may be sick of it.
Research fields have already sounded the alarm in terms of kidney problems among people who eat large amounts of protein.
Tough times for kidneys
Other substances added to shakes, of fructose to make it taste sweet, can also be problematic for the liver. Here experts have long shouted warning when fructose consumption recorded when he shot low carbohydrate diets came.
It's kidneys to get the job of dealing with the remains of the body do not take. At the University Hospital of North Norway is reported one case where it is suspected kidney failure due to high doses of creatine. Creatine is one of the dietary supplements sold in the grocery store and used to rebuild muscles after exercise.
Have taken training centers
It's late afternoon at the fitness Bet on Langnes in Tromsø. Students Nelly Forsberg (24) has just finished a workout. She quit in the reception area with a protein shake.
- But it is extremely rare for me to replace meals with shakes. I prefer to eat food that I have to chew. It feels and tastes artificial to drink this, 'she said, looking at the bottle she has just paid 55 dollars for.
- But today it was a simple solution to get me food for training, says Forsberg.
In its training centers shakes the mass.
- The development has been tremendous, says director of Bet Langnes Sylvi Bakkeby. She has worked in the fitness chain for many years.
- Ten years ago there were few recreational athletes who used protein powder. Now it seems that almost everyone is using it, unless I have statistics to support me, she says. She says it's particularly youth and young adult members who shakes at the gym.
