Increased popularity of high-protein food driven by sports trends and Ozempik

High-Protein Craze Sweeps Across Russia

The trend for high-protein food has taken over Russia, and retailers can't keep up. Demand for protein-boosted products in supermarkets has skyrocketed by an incredible 60%, and in the arena of protein-fortified dairy goods, it's up a whopping 120% according to Nielsen [1]. But it's not just bodybuilders fueling this protein rush—the reason behind it is more complex.

Endocrinologist Elizabeth Kovaleva sheds some light on the situation, explaining that this protein craze has origins abroad. As a result of widespread use of weight loss drugs, people are losing muscle mass at an alarming rate. To compensate, they need more protein. "It's all about 'Ozempic' and other semaglutide-based drugs that were initially designed to manage type 2 diabetes. Abroad, they're being used en masse for weight loss in patients, and it's no different here, but not on the same scale. Indeed, with excess weight, it can be prescribed, the dosage is set by a doctor, and a diet plan is agreed upon, which includes a higher protein intake. This is because semaglutide suppresses appetite, so patients feel fuller for longer and don't overindulge—but they can still lose muscle mass. Hence, the surge in demand for protein-enhanced products abroad," she shared with "Novy Day" [2].

On the other hand, an increasing number of individuals who don't use these weight loss drugs are embracing high-protein diets as well. Maria Bukharina, a nutrition expert at the RMC Martial Arts Academy, affirms that for many people, upping their protein consumption has become essential, especially for those who workout intensely. "But be careful with protein, especially for people with kidney disease. If your doctor has provided dietary recommendations, make sure to follow them. Oh, and here's something else: protein also retains water, like carbohydrates. This means that if you suddenly increase your protein intake, you'll need to drink more. There might be temporary water retention—and that's a perfectly normal bodily response," she cautioned [2].

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(Enrichment Data added for context)

The current surge in Russia shows a growing fascination with high-protein diets, as illustrated by the rising prices and appetite for animal protein sources such as beef, veal, and poultry [3]. Beef and veal prices, for instance, are soaring and are estimated to escalate by approximately 6.6 percent in 2025 due to tighter supplies and robust consumer demand. Meanwhile, poultry prices are also on the rise and are projected to steepen further due to stronger demand combined with increased expenditures for other animal protein goods [3]. These trends suggest that consumers are progressively prioritizing protein-rich eats, in sync with the global preference for high-protein diets.

In terms of the semaglutide-based weight loss drugs, though the data doesn't directly pointing to the use of these drugs in Russia, we can discern some context based on general knowledge and market patterns. Semaglutide is a GLP-1 receptor agonist utilized as a weight loss aid that functions by reducing appetite and enhancing blood sugar regulation. Its worldwide popularity has had a significant impact on people's dietary habits, as those on such drugs often decrease calorie intake and might focus on nutrient-dense foods enriched with protein to sustain muscle mass during weight reduction.

In Russia, the growing appetite for high-protein diets could be connected to the parallel usage or rising awareness of semaglutide-based weight loss treatments, as such drugs encourage dietary adjustments towards more fulfilling macronutrients like protein. The escalating prices and demand for meat hint that consumers might be adjusting their diets to feature higher protein consumption, potentially driven by weight management trends supported by drug therapies such as semaglutide.

All things considered:

Russia is experiencing a burgeoning demand and increased prices for animal protein goods, reflecting a trend towards high-protein diets [3].
This protein focus might be linked to the broader embrace of weight loss drugs like semaglutide that curb appetite and nudge nutritional choices emphasizing protein.
Although no direct data on semaglutide usage in Russia was found, the junction of high-protein diet trends and semaglutide popularity is possible due to global patterns and dietary behavior shifts.

Therefore, the high-protein diet craze in Russia likely aligns with a growing fascination or utilization of semaglutide-based weight loss drugs, where both contribute to consumer behavior centered on protein-rich eats to support weight management and health aims.

In light of the soaring demand for animal protein sources such as beef, veal, and poultry in Russia, it appears that the country is gradually adopting a high-protein diet trend, similar to global preferences.
The rising popularity of high-protein diets could potentially be tied to the increasing awareness or usage of semaglutide-based weight loss drugs, which encourage nutritional choices emphasizing protein.
As semaglutide functions by reducing appetite and enhancing blood sugar regulation, people on such drugs often shift their diet towards nutrient-dense foods rich in protein to sustain muscle mass during weight loss, a behavior that might influence consumer choices in Russia.