U.S. Consumers Want More Protein In Their Diets And Look to A Range Of Sources For It

Eggs, Chicken, and Yogurt Top Growing Protein Sources

Chicago, March 17, 2014 — The majority of U.S. consumers (78 percent) agree that protein contributes to a healthy diet and more than half of adults say they want more of it in their diets, reports The NPD Group, a leading global information company.  In their quest for more protein, about half of consumers say non-meat sources are best and the other half consider meat and fish the best source of protein, according to recent NPD food and beverage research.

Those consumers willing to look beyond meat in order to meet their protein needs are motivated by health-related reasons, finds the recently released NPD report Protein Perceptions and Needs. The reasons often mentioned by Flexible Protein Users as barriers to getting more protein are that many sources of protein contain fat, are high in calories, or are too expensive. NPD reports that some of these perceived barriers could be at play for the beef category, which is not seeing the same consumption increases seen with other protein sources, like eggs, chicken, yogurt, and nuts/seeds. The challenges for beef might be more about perception, since nearly half of primary grocery shoppers view animal protein as the best source of protein.

“What do you usually look for on the Nutrition Facts label?”
Percentage of Adults Saying “Protein”


Source: The NPD Group/Dieting Monitor

“Consumers want more protein in their diets. In fact, the only issue that U.S. adults are now checking on the Nutrition Facts label on the back of foods and beverages is the amount of protein,” says Harry Balzer, chief industry analyst and author of Eating Patterns in America. “While our interest in protein is growing, we’re looking for alternatives to meat. Many of us are looking to lower the cost of our protein sources, and animal meat is generally more expensive than plant-based protein, which explains the growth in Greek yogurt and other alternate protein sources.”

While there is widespread agreement among consumers that protein is necessary in a healthy diet, there is much confusion over the optimal amount of protein that should be consumed on a typical day. NPD finds that more than three-quarters of primary grocery shoppers say protein contributes to a healthy diet, but almost as many say they are unsure of the recommended daily amount.

“It is important for food and beverage marketers to highlight wherever possible that their products are a good source of lean protein. In fact, the protein study we conducted showed certain messages about protein resonated more than others,” says Darren Seifer, NPD food and beverage industry analyst and co-author of the Protein Perceptions and Needs report. “The study also found nearly half of primary grocery shoppers have purchased protein-enriched foods, and many are willing to pay, or have already paid a premium for these products.”


Related Press Releases

What’s Life Stage Versus Generational Behavior When It Comes to Dinner Planning? Millennials Are Showing Us The Difference.
What’s Life Stage Versus Generational Behavior When It Comes to Dinner Planning? Millennials Are Showing Us The Difference.

It’s a common oversight not to age generations or recognize how life stage can impact behavior. To understand the difference between generational and life stage behaviors enables food companies and foodservice operators to develop products and marketing messages that are more relevant to their target consumer audiences.

U.S. Consumers Are Increasingly Eating and Preparing Their Meals At Home Often With The Help Of Foodservice
U.S. Consumers Are Increasingly Eating and Preparing Their Meals At Home Often With The Help Of Foodservice

Four out of five meals in the US are prepared at home, more at home meals than a decade ago, says The NPD Group. Consumers do look for shortcuts, close to half of dinners bought from a restaurant are eaten at home and a growing number of in-home meals are a blend of dishes prepared and items bought from a foodservice.

Amazon Whole Foods First Year As A Duo Accelerates Consumers Online Migration
Amazon Whole Foods First Year As A Duo Accelerates Consumers Online Migration

It has been a year since Amazon announced it was buying Whole Foods, and all of the focus and incentives for grocery shopping online offered by national grocery chains in response to the Amazon Whole Foods acquisition accelerated consumers’ adoption of online grocery shopping, reports The NPD Group, a leading global information company.

The Future of Dinner in America Will Reflect Past Traditions But With Modern Twists
The Future of Dinner in America Will Reflect Past Traditions But With Modern Twists

The tradition of eating dinner at home together has stood the test of time and will continue over the next five years but with a lot of modern twists, finds the recently released Future of Dinner study by The NPD Group, a leading global information company.


Press Contact

Kim McLynn
847-692-1781
kim.mclynn@npd.com

@npdfood

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

Want more?

Complete this form to hear from NPD.


npd.com | © 2018. The NPD Group, Inc.

Follow Us on