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The high protein craze: Fad or fixture in the Singaporean diet?
🇸🇬 Singapore /Culture & Society

The high protein craze: Fad or fixture in the Singaporean diet?

From CNA · (5m ago) English

Summarized and contextualized by DistantNews.

TLDR

  • Singapore's supermarkets are seeing a surge in "high protein" labeled products, extending beyond traditional sources like meat and fish to include cereals, yogurts, chips, and even water.
  • This trend, a shift from the "low-fat" craze of the early 2000s, is driven by consumers like Chloe Lim seeking leaner physiques and greater strength, incorporating products like high-protein milk into their routines.
  • Retailers like 7-Eleven and online platforms like Foodpanda are expanding their high-protein offerings, with dedicated sections and increased product variety to meet growing consumer demand across the island.

In Singapore, the narrative around food and health has dramatically shifted, moving from the low-fat obsession of the early 2000s to the current high-protein craze. As CNA reports, the word "protein" is now emblazoned on everything from breakfast cereals to snack chips, reflecting a significant evolution in consumer priorities and marketing strategies.

In the early 2000s, everything used to be low-fat. Now, there's 'high in protein' labels everywhere.

— Chloe LimA regular supermarket shopper describing the shift in food marketing trends.

Consumers like Ms Chloe Lim exemplify this change. Her conscious effort to increase protein intake for leanness and strength, incorporating occasional high-protein drinks, mirrors a broader societal trend. What was once the domain of dedicated gym-goers and those with specific dietary needs has now permeated the mainstream shopping cart. This isn't just a niche market anymore; it's a widespread dietary aspiration influencing purchasing decisions across demographics.

Retailers are keenly responding to this demand. Convenience store giant 7-Eleven has significantly expanded its high-protein range, creating dedicated "protein bays" in many of its outlets. Similarly, online platforms like Foodpanda are witnessing a surge in targeted searches for protein-rich items. This aggressive market penetration by brands and retailers underscores the pervasive nature of the high-protein trend in Singapore.

significantly expanded

— Anushree KhoslaSingapore managing director for 7-Eleven, describing the convenience store chain's increased offering of high-protein products.

Brands are not just stocking existing products; they are innovating. Oat milk brand Oatside and F&N Foods' Magnolia have launched high-protein variants of their popular offerings, indicating a strategic pivot to capitalize on this demand. From a Singaporean perspective, this trend reflects a growing emphasis on wellness and physical fitness, intertwined with a desire for convenient, readily available solutions. It's a fascinating case study in how dietary fads can rapidly reshape consumer behavior and market landscapes, driven by a blend of health consciousness and savvy marketing.

In around 60 per cent of the stores, we have created dedicated protein bays as well as added clear protein call-outs within the chillers that offer a wide range of ready-to-drink and ready-to-eat options.

— Anushree KhoslaSingapore managing director for 7-Eleven, detailing the in-store strategy for promoting high-protein items.
DistantNews Editorial

Originally published by CNA. Summarized and contextualized by our editorial team with added local perspective. Read our editorial standards.

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