The protein wave will not die: After 10 years, skyr is still being torn off the shelves

The fermented dairy product is the uncrowned king of the dairy aisle, and it has gradually secured a permanent spot in Danes' shopping baskets.

Skyr, skir, or simply 'dinner for champions'.

The beloved dairy product goes by many names, and this protein-rich dairy item is certainly not something Danes despise when picking out breakfast from the display.

Both Arla and Thise Mejeri have experienced increasing demand for skyr over the past three years.

At the latter, sales have risen by 30 to 40 percent annually in recent years, says Petter Aagesen, sales director at Thise Mejeri.

- We have faced challenges keeping up with demand because we didn't expect it to become this intense. That's why we have chosen to significantly expand our capacity so we can meet demand.

In Danish supermarkets, Arla has seen a 25 percent increase in skyr sales over the past two years (https://www.dr.dk/nyheder/indland/er-du-gaaet-forgaeves-efter-skyr-saa-er-du-nok-ikke-den-eneste). This corresponds to five million more one-kilogram tubs of skyr being sold than before, while the dairy giant earlier this month (https://www.dr.dk/nyheder/penge/arla-investerer-470-millioner-lave-mere-skyr-og-hytteost) invested 470 million kroner in expanding skyr and cottage cheese production.

Naturally, skyr is also on the agenda when the Nordic region's best dairy products are to be crowned on Monday at the International Food Contest in Herning.

----------------------------

Excessive focus on protein

----------------------------

It has been 20 years since Thise Mejeri, as the first in Denmark, launched skyr.

What was thought to be a small niche product has gradually turned into sales that are now reaching for the skies.

>

> I would rather see Danes eating more legumes, so they also get dietary fiber and other good nutrients.

>

One reason is the high protein content, says Sisse Fagt, a dietary researcher at DTU's National Food Institute.

- There is a protein hype in the population. Danes have gotten the impression that they need to eat a lot of protein because it is filling and slimming.

And it is not surprising that it is precisely dairy products like skyr that Danes reach for.

- Dairy products are an easier solution than, for example, legumes, because that requires people to know some recipes and be able to prepare them.

© Ritzau Scanpix

---------------------

The official dietary guidelines

---------------------

- Eat plant-rich, varied, and not too much

- Eat more vegetables and fruits

- Eat less meat – choose legumes and fish

- Eat foods with whole grains

- Choose plant oils and low-fat dairy products

- Eat less of the sweet, salty, and fatty

- Quench your thirst with water

Source: Danish Veterinary and Food Administration

According to the researcher, however, a focused approach to protein-rich food is not at all necessary.

The population's protein intake is already high, and very few Danes actually lack protein.

- I would rather see Danes eating more legumes, so they also get dietary fiber and other good nutrients. There are dietary guidelines we should really follow, and they say nothing about eating a lot of protein-boosted dairy products, she says.

Warning: This article was translated by a Large Language Model, in case of doubt, you can always visit the original source.