Half of U.S. Consumers Consider Animal Protein the Best Source of Protein, Reports NPD

Beef and Chicken Top Animal Protein Sources

Chicago, October 7, 2014 — As U.S. consumers look to increase their intake of protein about half of them feel animal protein, namely meat and fish, is still considered the best source of protein, finds The NPD Group, a leading global information company. To demonstrate their belief, over 60 percent of them say they eat animal protein in a typical day.

Topping the list of the animal proteins considered the best sources of protein are beef and chicken, then fish which is distantly followed by others, which includes pork, ham, shellfish, lamb, and bacon, according to a recent NPD report Protein Perceptions and Needs. The report also finds that consumers, generally, are less likely to cite dairy and eggs as the best sources of protein when compared to animal protein.

To better define protein consumers, the NPD report segments them into three categories: Traditional Protein Purists, Flexible Protein Users, and Knowledgeable but Indifferent. Traditional Protein Purists are much more likely to consider animal proteins as their main source of protein. This segment is content eating animal proteins and do not feel the need to seek out protein alternatives.

Consumer Choices for Best Protein Sources

Which do you feel is the best way to get your protein?

Source: The NPD Group/Protein Perceptions and Awareness report
* Animal Protein does not include lunch/deli meat, which is included in other

“While Traditional Protein Purists stick to their traditional meat sources for protein, they are also likely to have more meals that are rounded out with vegetables and grains,” says Darren Seifer, NPD food and beverage industry analyst. “Unlike Flexible Protein Users, it would be difficult to convince these protein consumers to use a different protein source than animal protein. For food manufacturers and retailer to reach this group, it’s a matter of understanding and reflecting their needs in product development and marketing messaging.”

Press Contact

Kim McLynn


The NPD Group, Inc.
900 West Shore Road
Port Washington, NY 11050

Want more?

Complete this form to hear from NPD.


Subscribe and get key market trends and insights relevant to your industry each month.

We will not sell your information. View our privacy policy.

Follow Us

© 2017 The NPD Group, Inc.