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Keto Trends in Europe

The buzz around keto for weight loss and benefits like increased energy and mental clarity is appealing to consumers throughout Europe. Understanding the keto trends in Europe can help nutrition brands meet these new needs.

What Is the Keto Diet?

The keto diet is a high-fat diet that pushes the body into a state of ketosis, allowing fat (instead of carbohydrates) to be burned for energy. To utilize fat for energy, fat must first be broken down into ketones. The classic ketogenic diet, originally developed to manage seizures in epileptic patients, requires a daily diet of about 80-90% fat. 

This later evolved into the MCT ketogenic diet, which allows the body to reach ketosis with a fat intake of only 70%, as long as MCTs are included in the diet. MCTs are used preferentially by the body and produce more ketones than dietary fats do. The keto diet used today is the MCT keto diet, which allows for a more normal eating pattern compared to the classic keto diet.

Today’s typical keto diet might include 70-80% fat, 10-20% protein, and 5-10% carbohydrates, in addition to MCT supplementation. Weight loss without feeling hungry is the big draw for the keto consumer, although several other health benefits are being studied. Consumers on other types of diets, such as high protein, often use keto products, too. 

Learn about our KetoSure™ MCT which provides MCTs optimized with whey protein for the keto diet.

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Where Is the Keto Diet Trending in Europe?

While the keto diet and keto-friendly products (like keto bars and MCT coffee creamers) have been enormously popular in the US, Europe is the other major market to watch. FMCG Gurus assessed European consumers’ interest in keto to understand where the keto diet is trending.

Their research indicates Spain is the top market for keto products. Nearly 1 in 10 of active consumers in Spain who’ve done something to improve their diets in the past year were on the keto diet during that period.1 One in 20 in the UK and Poland had been keto dieters in the past year, with the numbers in France and the Netherlands not far behind.2

Popularity of the Keto Diet in Europe

Country % Active Consumers* on Keto Diet in the Last Year
Spain 9%
UK 5%
Poland 5%
France 4%
The Netherlands 4%
Germany 3%
Italy 3%
Source: FMCG Gurus, Active Lifestyle Survey – Q3 2019, September 2019

Is Intermittent Fasting the Next Keto?

In exploring Europeans’ diet preferences further, FMCG Gurus also looked at intermittent fasting, another diet that’s been gaining traction. Besides weight loss, energy, and mental clarity benefits like keto, proponents cite reduced inflammation and improved digestive health. Intermittent fasting is characterized by periods of fasting or significant calorie reduction, either daily or on certain days of the week or month.

Of active lifestyle consumers who had made diet changes in the prior year, a greater proportion had tried intermittent fasting than keto. This includes 13% in the UK and Poland, and 12% in Germany and the Netherlands.3 Rates were also significant in Italy, Spain, and France.

Popularity of Intermittent Fasting in Europe

Country % Active Consumers* Who Have Tried Intermittent Fasting
UK 13%
Poland 13%
The Netherlands 12%
Germany  12%
Italy 8%
Spain 7%
France 7%
Source: FMCG Gurus, Active Lifestyle Survey – Q3 2019, September 2019 

The Right Nutrition to Support Healthy Diets

Whether it’s keto or intermittent fasting, European consumers’ interest in changing their diets to take charge of their health is a positive sign. Brands that offer consumers the right type of nutrition products for their preferred diets can gain loyal consumers by supporting their journey toward improved health.

As a global leader in nutritional ingredients, Glanbia Nutritionals understands consumers’ changing needs and carry the ingredients you need to meet them. Our KetoSure MCT can get you started in formulating keto bars, beverages, and snacks. Or try a custom premix formulated with MCTs plus vitamins and minerals to prevent deficiencies in keto dieters. For intermittent fasters, our micronutrient solutions offer amino acids and electrolytes for fasting workout beverages.

Contact us to learn more about KetoSure MCT and our other on-trend healthy ingredients.

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References

1-3. FMCG Gurus, Active Lifestyle Survey – Q3 2019, September 2019. *Consumers who are active 3 hrs/wk minimum and have done something in the last year to improve their diets.

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