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In less than two decades, protein supplementation and high protein diets have moved from having niche appeal (primarily the domain of bodybuilders), to being truly mainstream. Innova Market Insights Market Analyst, Myrthe de Beukelaar, takes you inside sports nutrition innovation and how mainstream consumer pay more attention to factors beyond efficient muscle building such as ethical and environmental concerns which translates into a greater uptake of vegan proteins in the market.
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