U.S consumers are well-informed about the beneficial role that protein plays in nutrition, with 78% agreeing that protein contributes to a healthy diet, and more than half of adults saying they want more of it in their diet. Global information company The NPD Group’s report Protein Perceptions and Needs found that about half of consumers say non-meat sources are best and the other half consider meat and fish the best source of protein.
 
Those consumers willing to look beyond meat in order to meet their protein needs are motivated by health-related reasons, said the report. 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.

Harry Balzer, chief industry analyst and author of Eating Patterns in America explained, “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.” He also said that protein sources without meat is a growing area of interest. “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,” he said.
 
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.”