Videos seem to be everywhere: A TikTok user – sometimes an influencer – mixing green powder with water and listing the health benefits. Many claim that these powders, which contain dehydrated green vegetables, help reduce bloating, improve gut health, eliminate acne and more.
These viral videos and other marketing initiatives are having an impact – green powders aren’t new as a concept, but they’re growing in popularity. “Global Green Powder Market was valued at USD 255 Million in 2020 and is projected to reach USD 597.4 Million by the end of 2027,” according to a 2022 report by Industry Research.
So what are these powdered greens and is there any truth to these purported health benefits? Here’s everything you need to know.
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What are green powders?
Green powders include dehydrated green vegetable powders and often other substances such as vitamins, minerals or even digestive enzymes. Some also contain ingredients like probiotics, says Samantha Cassetty.
“They can have 20 ingredients, 40 ingredients. Sometimes some have sugar and some have no sugar. So there are a lot of different versions of that,” says Shaline D. Rao, MD, who specializes in cardiology at NYU. Langone, noting that the idea is for people to use them “to add to their otherwise healthy intake.”
But these products aren’t meant to replace a healthy diet, Rao notes.
Why do people take green powders?
Athletic Greens states on its website that its product can “fill nutrient gaps, promote gut health, and support whole-body vitality.”
The list of brands with similar healthy promises is long: Kiala Nutrition, Betterdays Co. Bettergreens, Bloom, Amazing Grass Green Superfood, Sakara Organic Protein + Greens Super Powder – it goes on.
On TikTok, some highly-followed users like Emily Pesch, who calls herself a “gut health guru,” and Jana Rogers, who has more than 430,000 followers, have tried the powders, some in paid ads, likely boosting popularity. of these products.
But the marketing strategy of many brands also goes beyond social media. Athletic Greens, for example, has invested in podcast advertising with well-known hosts including Dax Shepard and Tim Ferriss, according to Marketing Brew.
Do green powders work?
In short, experts say these powders are unlikely to serve as a source of nutritional magic.
But some studies have shown that specific powders could potentially be beneficial. For example, a 2011 study of Greens+ suggested that “greens+ may play a role in reducing the risk of chronic disease” and a 2004 study of the same product found “positive but inconclusive results that greens+ increases the vitality and energy. But the 2011 study was financially supported by the Genuine Health brand, which also provided the Greens+ for the study, so take it with a grain of salt.
“Even when these studies suggest they increase blood antioxidant levels, that might not translate to health benefits,” Cassetty says.
Additionally, supplements do not receive FDA approval and are not subject to the same regulations as drugs, for example.
“(Green powders are) marketed almost as this silver bullet or silver bullet and when it comes to taking care of our bodies and our health, there really is no silver bullet,” Cassetty says.
Gena Hamshaw, a registered dietitian in New York City, is skeptical that powders could have so many immediate health benefits.
“They probably have good vitamin and mineral content. They may contain antioxidants, but it’s not something you would experience overnight,” Hamshaw says.
And you shouldn’t use them instead of eating vegetables.
“It will be very difficult to be a complete substitute,” Rao said. “I think you might risk being starved if you approach it that way.”
Are they safe?
For the most part, the greens are “probably safe,” according to Cassetty.
“I don’t think they’re dangerous, but maybe unnecessary, especially since they’re expensive and you can get these nutrients economically from other foods,” she adds.
Rao agrees, adding that “I think they’re safe, but again you have to look at it in moderation – as an addition to the diet and (make sure) you don’t overdo it. .”
And there are caveats to this rule.
Green powders can be dangerous if you take them with other supplements. “There are upper limits for most vitamins and minerals, and taking too much could lead to problems and complications,” Cassetty says.
Additionally, if you have a chronic health condition or regularly take medication, you should consult your doctor before trying green powders, Rao says.
The FDA advises speaking with a healthcare professional — doctor, nurse, dietitian, or pharmacist — before buying or taking any type of dietary supplement, including powders.
Whole foods are better than greens powders
Most people prefer to eat their vegetables rather than take a powdered green, says Cassetty.
“Just because something has vitamins, minerals and natural ingredients, like a powder derived from green vegetables, doesn’t mean it’s good for everyone,” Cassetty continues. “And that doesn’t mean it’s going to bring any magic benefits… The first step is really to work on your diet and other lifestyle factors.”
You absorb a better nutrient matrix from a whole food source, Cassetty says. “Even though powdered greens can offer you nutrients, it’s still a highly processed food with lots of different ingredients.”
Rao agreed. “I think the best answer is to have that healthy, balanced diet that you prioritize, you know, fresh fruits and vegetables,” Rao said.
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