11.03.14
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, according to a report from The NPD Group, “Protein Perceptions and Needs.”
More than 60% of consumers surveyed said they eat animal protein in a typical day.
Topping the list of the animal proteins considered the best sources are beef and chicken, then fish, which is distantly followed by others that include pork, ham, shellfish, lamb and bacon. The report also found 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 segmented 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 does not feel the need to seek out protein alternatives.
“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,” said 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 retailers to reach this group, it’s a matter of understanding and reflecting their needs in product development and marketing messaging.”
More than 60% of consumers surveyed said they eat animal protein in a typical day.
Topping the list of the animal proteins considered the best sources are beef and chicken, then fish, which is distantly followed by others that include pork, ham, shellfish, lamb and bacon. The report also found 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 segmented 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 does not feel the need to seek out protein alternatives.
“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,” said 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 retailers to reach this group, it’s a matter of understanding and reflecting their needs in product development and marketing messaging.”