8-12-2025 4:51am

Protein Remains

Protein remains the most sought after nutrient in American consumers’ diets, according to results from two consumer surveys from the International Food Information Council (IFIC).

The data comes from the 2025 “Food & Health Survey,” an annual survey of 3,000 consumers ages 18 to 80, and a July spotlight survey on consumer attitudes, beliefs and knowledge surrounding protein.

“For many years of the Food & Health Survey, we have asked consumers to tell us what food attributes they try to consume or avoid,” said Monica Amburn, senior director of food and nutrition at IFIC, in a July webinar. “We added protein to the list of options in 2021 and since then, for the fifth straight year in a row, protein is the top nutrient that most Americans say they are trying to consume … this is definitely significant, and people are highly aware of protein.”

In 2025, More than one in three consumers have upped their protein intake in the last year, and high-protein diets have remained the most cited eating pattern among Americans for the third year in a row. The IFIC also found that, for the first time, consumers are using “good source of protein claims” as the primary measure to define what constitutes a healthy food.

“In our most recent IFIC spotlight survey, which looked at the consumer perceptions of protein among 1,000 consumers … we found that about 35% (of consumers) are saying, ‘I'm trying to eat more than I did the year before,’” Amburn said. “Forty-six percent are reporting that it has stayed the same, but we think it’s pretty significant that one in three are making the choice to eat more protein.”

Approximately 80% of consumers report prioritizing protein intake during one meal a day, with the majority prioritizing protein during the dinner occasion. Top preferred sources of protein include meat and poultry (65%), eggs (62%), fish and seafood (48%), dairy (41%), and beans, peas and lentils (40%). Taste is the primary factor for consumers when choosing a protein source, according to the report, followed by price, healthfulness and convenience.

IFIC found that, for the first time, consumers are using “good source of protein claims” as the primary measure to define what constitutes a healthy food.

| Photo: ©SERHII – STOCK.ADOBE.COM

In examining the most common perceived benefits associated with protein, the majority of consumers link protein with muscle health and strength. Other common associated benefits range from energy and lessened fatigue to improved overall well-being, healthy aging and bone health.

“This protein boom is being driven by media attention and increased consumer interest in topics such as GLP-1 medications and weight management, fitness, energy and healthy aging,” the IFIC said.

Despite the increased importance consumers have placed on protein, many are unaware of how much protein they should consume on a regular basis. Roughly 80% of consumers stated they are either unaware or unsure of their individual daily protein needs, in terms of grams, and among the 20% who report being aware, more than half believe they need 50 grams or less, which falls short of the Recommended Dietary Allowance for adults weighing between 150 and 200 lbs.

“We think the key insight here is that even among the people who indicate that they’re really confident and they know what their daily protein needs are, there is likely a significant knowledge gap,” Amburn said. “These insights really suggest that most Americans can likely use more specific and individualized guidance for their daily protein intake.”