RIYADH: Once constrained to the realm of bodybuilders and athletes, protein has now found its place in consumer products across almost every Saudi grocery store. From “high-protein” shakes to chips, cereal, and even donuts, this macronutrient has become a staple in the diets of Saudis seeking healthier, more active lifestyles.
Influenced by the rise of wellness culture and health-consciousness, largely pushed by social media, consumers are now acutely aware of protein’s perceived benefits.
Surging market demand
In response, many major Saudi companies, including Almarai, Nada, and Alhatab, have rolled out “high-protein” versions of their products. These include muscle milks, power milk coffees, and protein zaatar crackers containing around 30 to 40 grams of protein each.
Toni Govic, 31, who made a conscious effort to increase his protein intake in recent years, finds that the wider range of high-protein products has made it easier to hit his nutritional targets when busy.
