COFFEE consumption is gaining popularity in Asia Pacific, including in Malaysia, as more consumers need their coffee fix on a daily basis.
While many prefer black coffee in its most natural form, coffee consumption behaviours have evolved over the years.
Recent trends have shown that consumers continue to be interested in experimenting with new coffee-based concoctions, but these caffeinated beverages tend to be high in sugar, fat and calories.
With the global pandemic giving rise to greater health awareness, consumers are prioritising their health and general well-being, and have become more conscious about what they feed their bodies with. This has resulted in a rising demand for healthier diets and snacks.
Most consumers drink coffee largely because they enjoy the taste or need a caffeine fix. In fact, drinking coffee can also provide many health benefits.
Studies have shown that a higher coffee intake is associated with neuro and cardiovascular protection through the over 1,000 chemical compounds present in coffee.
On top of that, high protein coffees also provide additional health benefits. As one of the basic building blocks of the body, protein helps build and repair body tissues, and is essential for growth and development.
Besides that, protein provides amino acids necessary for protein synthesis.
*The writer is senior director, worldwide nutrition education and training at Herbalife Nutrition.
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