Explosive sales. According to a study published on November 27 by the research company NielsenIQ, among the most popular products among those under 35 without children are energy drinks, as well as yogurts and protein bars, which fall into the category called “ “increased nutrition.”
According to this work, consulted by BFMTV, the functional benefit of these products, in terms of physical or mental performance, is especially sought after by this target.
In detail, this search for performance translates into an explosion of sales. According to this work, the Red Bull drink is consumed four times more than an average product in this age category, protein yogurts 3.5 times more and protein bars twice as much.
“We went from a very restrictive message, around 0%, no sugar, no this, no that, to an increase in nutrition. We added that, enriched with proteins, it gives the impression of being able to put the product at the service of your health and gives the impression that you are getting value for your money,” David Lecomte, author of the study, told BFMTV.
Risky products
The situation is paradoxical. Although these products are increasingly consumed, many specialists have been warning about their health risks for many years. Particularly attacked are energy drinks which, according to Karine de la Rouere, a nutritionist interviewed by BFMTV, contain “too much taurine, carnitine, caffeine, exciting products.”
She is not the only one raising the alarm on this issue. In a note on this matter, ANSES, the National Food Safety Agency, points out that these drinks “do not have any nutritional benefit in exercise situations.” On the contrary, “they increase the losses of water and mineral salts and increase the risk of heat accidents.”
Regarding the excessive concentration of exciting products, ANSES reports that these are responsible for several symptoms in case of excessive consumption: cardiovascular, psychobehavioral or even neurological disorders.
When it comes to protein bars and yogurts, Karine de la Rouere is not kind either.
“There is too much sugar, it is important to consume it in moderation. There are also many sweeteners, preservatives and additives that are harmful to health,” he concludes.
According to a September 2023 study carried out by Inserm researchers and published this Thursday in the British medical journalProtein yogurts are also said to be composed of problematic emulsifiers such as E466 (carboxymethylcellulose).
To reach an increasingly younger clientele, attracted by these products, manufacturers do not hesitate to partner with influencers and athletes on social networks.
Source: BFM TV
