‘Switch-on’ diet: Why people are swapping meals for protein shakes
A new weight-loss trend called the “switch-on diet” is rapidly gaining popularity among women in their 20s and 30s in South Korea, fueled by social media and the growing market for ready-to-drink protein products. Developed by physician Park Yong-woo, the program combines low-carbohydrate eating with intermittent fasting to “reset” metabolism and shift the body into fat-burning mode. Over a four-week period, participants replace at least two meals a day with protein shakes, drastically reduce carbohydrates, and eliminate sugar, flour-based foods, alcohol, caffeine, and processed foods, with an initial three-day phase of strict protein-based intake meant to deplete glycogen stores and trigger fat metabolism.
Advocates of the diet say it improves energy, sleep, and digestion, with some users reporting better skin and reduced cravings for sweet foods after completion. However, the program is intense and can cause withdrawal-like symptoms such as headaches and dizziness during the early phase, especially for those used to high sugar consumption. Despite these challenges, anecdotal success stories and viral online content have helped fuel its spread, alongside a surge in demand for convenient protein products like pouch-type shakes that can replace full meals.
The trend reflects a broader shift in the health and wellness market, where protein-based functional foods are increasingly popular among young women rather than traditional male fitness consumers. Retailers report strong growth in sales, with CJ Olive Young noting nearly doubled sales of portable protein drinks and thousands of related products now available. Market research shows women in their 20s and 30s now make up more than half of protein supplement buyers, and industry forecasts suggest the domestic protein food market could expand from 120 billion won in 2019 to 800 billion won this year.
Edited using generative AI tools.
Source : https://www.koreaherald.com/article/10726415
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