Who are the end consumers for keto-friendly food products in the UK (and is there a gap in the market)?

In short, keto is a high-fat, moderate-protein and low-carbohydrate diet designed to force the body to burn fats rather than carbohydrates.

The keto diet allows for a daily intake of just 20g to 50g of carbohydrates to dovetail the high-fat and moderate-protein intake. By following this formula, a person can shift into ketosis, the metabolic state in which energy is mostly derived from fat.

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Hannah Atton
Hannah Atton
Previously a cross-category product developer and trends researcher for Tesco, an NPD technologist at Bakkavor, and freelance trend analyst for The Food People; Hannah is now exploring new AI-based trend frontiers with PURE NPD, unravelling cutting edge consumer data to unlock new product opportunities for NPD teams across the UK and beyond.

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