Americans9

Perceptionsof

Protein

July2025

?2024InternationalFoodInformationCouncil

?2025InternationalFoodInformationCouncil

METHODOLOGY

ThisreportfromtheInternationalFoodInformationCouncil(IFIC)containsresultsfromtwoseparate

consumersurveys—the2025IFICFood&HealthSurveyandtheJuly2025IFICSpotlightSurvey.Eachsurvey’smethodologyisbrieflydescribedbelow:

July2025IFICSpotlightSurvey

IFICcommissionedthisonlinesurveyamongU.S.consumers(n=1000)tomeasureknowledge,attitudes,andbeliefsaboutprotein.Onethousandadultsages18yearsandoldercompletedtheonlinesurveyfromMay10-13,2025,andwereweightedtoensureproportionalresults.Totalsmaynotequal100%duetorounding.

SUGGESTEDCITATION:InternationalFoodInformationCouncil(IFIC).IFICSpotlightSurvey:Americans'PerceptionsofProtein.July2025.

2025IFICFood&HealthSurvey

IFICcommissionsthissurveyannuallyamongU.S.consumers(n=3000since2024,n=1000inprioryears),with2025markingthe20thconsecutiveyearoftheIFICFood&HealthSurvey.Resultswereweightedtoensurethattheyarereflectiveofthe

Americanpopulationages18to80years,asseeninthe2024CurrentPopulationSurvey.Specifically,resultswereweightedbyage,education,gender,race/ethnicity,andregion.The2025IFICFood&HealthSurveywasfieldedfromMarch13-27,2025.

SUGGESTEDCITATION:InternationalFoodInformationCouncil(IFIC).2025IFICFood&HealthSurvey.

?2025InternationalFoodInformationCouncil

?2024InternationalFoodInformationCouncil

2024FC

SPOTLGHT

SURVEY

EXECUTIVESUMMARY

AccordingtotheannualIFICFood&HealthSurvey,thepercentageofAmericanstryingtoconsumeproteinisontherise:In2022,59%saidtheytrytoconsumeprotein,67%in2023,71%in2024,and70%in2025.The2025IFICFood&HealthSurveyalsorevealed

thata“highprotein”dietwasthemostcommondietthatAmericansfollowedinthe

pastyear,andthatconsumersuse“goodsourceofprotein”asthetopcriteriatodefineahealthyfood.

ThisproteinboomisbeingdrivenbymediaattentionandincreasedconsumerinterestintopicssuchasGLP-1medicationsandweightmanagement,fitness,energy,andhealthyaging.In

parallel,somenutritionresearchersarebothquestioningandfurtherinvestigatingproteinrecommendationstosupportoptimalhealthoutcomes.

Inthesamespirt,IFICcommissionedthelFlCSpotIightSurvey:Americans’PerceptionsOfProteintostudyU.S.consumermindsetsrelatedtoproteinsourcesandconsumption.

InthislFlCSpotIightSurvey,35%ofrespondentsreporttheyhaveincreasedtheirprotein

consumptioninthelastyear.However,whenaskedabouthowmuchproteintheyshould

consumedaily,mostrespondentsindicatedtheyareunaware(53%)orunsure(26%)oftheirdailyproteinneeds.Ofthe20%ofrespondentswhoreporttoknowhowmuchproteintheyshould

consume,overhalf(54%)thinkitshouldbe50gramsorlessperday.

Whenaskedaboutperceivedhealthbenefitsofprotein,musclehealth/strengthwasthemost

recognized(by51%ofrespondents),followedbyenergy/lessfatigue(45%),andoverallwell-being(35%).Whenaskedabouttheirpreferredproteinsources,respondentsselectedmeat/poultry

(65%),eggs(62%),andfish/seafood(48%)asthetopsources.Onfoodpackaging,themost

referencedinformationaboutproteinisthe“gramsofproteinperserving”(39%).Amongthoseusingproteininformationonfoodpackaging,only27%saytheyseekanidealnumber,ortarget,ofproteingramsperserving.

Overall,whileinterestinandawarenessofproteinarehigh,theresultsofthislFlCSpotIight

SurveysuggestthattheaverageAmericanmaybeunclearabouttheirdailyproteinneedsor

lackaccesstoreputableresourcesonhowtoestimateandmeetthem.Thisuncertaintymaybeinfluencedbythefactthatafriendorfamilymemberisthetopsourceofinformationonprotein(reportedby29%ofrespondents),outpacingconversationswithapersonalhealthcare

professional(25%)and/orregistereddietitian(13%).

FC

?2025InternationalFoodInformationCouncil

EXECUTIVESUMMARY

KEYFINDINGS

8in10Americansareunawareorunsureoftheamountofproteintheyshouldconsumedaily.

Americanscontinuetobekeenonproteinin2025.

Americanswereaskediftheyknowtheirindividualdaily

proteinneeds,ingrams.HalfofAmericans(53%)reportthattheydonotknowhowmanygramsofproteintheyshouldconsumedaily,

and1in4(26%)areunsure.Only1in5(20%)statedawarenessofhowmanygramsofproteintheyshouldconsumedaily.

Source:IFICSpotlightSurvey:Americans'PerceptionsofProtein.July2025.

Amongthosewhoreportknowinghowmany

gramsofproteintheyshouldconsumeeachday,morethanhalfsayitshouldbe50gramsorless.

Insightsfromthe2025IFICFood&HealthSurveyrevealtheriseofproteininrecentyears.Forthefirsttime,“goodsourceofprotein”

topsthelistofcriteriathatAmericansusetodefineahealthyfood.Forthethirdstraightyeara“highproteindiet”isthemostcommoneatingpatternthatAmericansarefollowing.Forthefifthstraight

year,proteinisthenutrientthatmostAmericanssaytheyaretryingtoconsume.

Source:InternationalFoodInformationCouncil(IFIC).2025IFICFood&HealthSurvey.

1in3saytheyhaveincreasedtheirproteinintakeoverthepastyear.

Americanswereaskedhowtheirproteinintakehaschangedoverthepastyear.Morethan1in3(35%)reportincreasedintake,whilenearlyhalfofAmericans(46%)reportthattheirprotein

intakeremainedthesame.Onein10Americans(10%)reportedadecrease,while9%werenotsureofanychangesinproteinintakeoverthepastyear.

Source:IFICSpotlightSurvey:Americans'PerceptionsofProtein.July2025.

MorethanhalfofAmericans(57%)whoreportknowingtheirpersonaldailyproteinneedsbelievethattheamountofproteintheyshould

consumeeachdayis50gramsorless.Onein4(24%)believethey

shouldconsume51—100gramsofproteindaily,while1in10(11%)

believetheyshouldconsume101—200grams,and8%saytheyshouldconsumemorethan200grams.

Source:IFICSpotlightSurvey:Americans'PerceptionsofProtein.July2025.

?2025I?taiInIfltIiiinlConcil

EXECUTIVESUMMARY

KEYFINDINGS

Americans’topthreepreferredsourcesofproteinareanimal-based:meat,eggs,andseafood.

8in10Americansprioritizeproteinduringatleastoneeatingoccasioneachday.

Respondentswereaskedtoselectallofthemealsoreatingoccasionsatwhichtheyprioritizeprotein.Morethanhalf(56%)prioritizedinner,whilemorethan4in10prioritizebreakfast(44%)and/orlunch(42%).Only17%prioritizeproteininsnacks,and18%indicatedthattheydo

notprioritizeproteinatanyspecificmealsorsnacks.

HalfofAmericansthinkproteinprovidesbenefitsformusclehealth/strengthandendurance,as

wellasenergy.

Whenaskedtoselecttheirpreferredsourcesofprotein,thetop-

rankedsourcesweremeat/poultry(65%),eggs(62%),andfish/seafood(48%).Thetopthreepreferredsourceswerefollowedbydairy(41%

selected“yogurt,cottagecheese,andcheese”),beans/peas/lentils(40%),nuts(38%),milk/milk-baseddrinks(38%),andgrains

(37%).Preferencesforproteinpowder(27%),meatalternatives(18%),andplant-baseddairyalternatives(18%)werealsorepresented.

Gramsofproteinperservingisthemostoftenusedpieceofproteininformationonfoodpackaging.

Whenpresentedwithnumerouspotentialhealthbenefitscommonlyassociatedwithprotein,themajority(51%)selectedmuscle

Respondentswereaskedtoselectthedetailsaboutproteinonfoodpackagingtheyusemostoften.Fourin1o(39%)selected“gramsof

proteinperserving,”followedby“sourcesofproteinintheingredientslist”(33%),frontofpackage"highinprotein"statements(29%),and

PercentDailyValue(26%).Nearly3in10(28%)saytheydonotuseproteininformationonfoodpackaging.

health/strengthandenduranceasaperceivedbenefit.Slightlyfewerselectedenergy/lessfatigue(45%),followedbyoverallwellbeing

(35%),healthyaging(33%),andbonehealth(32%).About3in10(29%)alsoselectedmetabolichealth/metabolism,weightloss/weight

management(29%),guthealth(28%),andimmunehealth(27%).Morethan1in10(13%)selected"Iamnotsure,butIhaveheardproteinisgoodforme."

?2025I?taiInIfltIiiinlConcil

Source:IFICSpotlightSurvey:Americans'PerceptionsofProtein.July2025.

EXECUTIVESUMMARY

KEYFINDINGS

Amongthosewhoreportusingproteininformationonfoodpackaging,1in4haveanidealnumberofproteingramsperservingthattheylookfor.

Nearly3in4(73%)whouseproteininformationonfoodpackagingindicatethattheydonotseekanidealortargetnumberofproteingramsperserving,while1in4(27%)do.

Amongthosewholookforanidealamountperserving,7in10(69%)lookfor30gramsorless(36%lookfor≤15grams,33%lookfor16-30grams).

TasteandpricearethetopfactorsthatAmericansconsiderwhenchoosingsourcesofprotein.

WhenaskedwhichfactorsAmericansconsiderwhenchoosingproteinsources,taste

(66%),price(59%),andhealthfulness(49%)rankhighest,followedbyconvenience(38%),animal-based(23%),plant-based(18%),andenvironmentalsustainability(18%).

Friendsandfamily,healthcareprofessionals,andhealth-focusedwebsitesaretopsourcesofproteininformation.

Consumersseekhealthandnutritioninformationfromavarietyofsources.Whenit

comestoprotein,29%ofrespondentsindicateafriendorfamilymemberasthetop

informationsource,followedbyaconversationwithmypersonalhealthcareprofessional(25%),andhealth-focusedwebsite(24%).Fitness/diet/nutritionmobileapp(19%)and

socialmediainfluencer/blogger(17%)werealsonotablycitedsources.

?2025I?taiInIfltIiiinlConcil

Source:IFICSpotlightSurvey:Americans'PerceptionsofProtein.July2025.

IMPLICATIONS

ResultsfromtheIFICSpotlightSurvey:Americans’PerceptionsofProteinshowthatwhile35%ofAmericansreporthavingincreasedtheirproteinconsumptionoverthepastyear,mostconsumers(79%)admittobeingunawareorunsureoftheamountofproteintheyshouldconsumeeachday.Ofthe20%whoindicatedtheyknowtheirdailyproteinneeds,morethanhalf(57%)believeitis50gramsorless.Thetopsourcesofinformationabout

proteinareafriendorfamilymember(by29%ofrespondents),followedbyaconversationwithahealthcareprofessional(25%),andahealth-focusedwebsite(24%).

Thesefindingssuggestthatconsumersmaylackknowledgeand/orhaveapotential

misunderstandingoftheirdailyproteinneeds.Forexample,theRecommendedDietary

Allowance(RDA)forproteinis0.8grams(g)ofproteinperkilogram(kg)ofbodyweight.

Whenapplyingthiscalculationtoadultsweighingbetween150and200pounds(68to91kg),theresultingRDAproteinneedsrangefrom54to73g.However,theRDAcalculationdoesnotaccountforincreasedproteinneedsrelatedtoexerciseorothermetabolicor

medicalconsiderations;instead,itrepresentsabaselinetargetfortheaverageadult.For

moreactiveadultsand/orindividualstakingweightlossmedications,actualproteinneedsmaybesignificantlyhigher.

Insightsfromthe2024IFICFood&HealthSurveyrevealedthatthetopmotivatorsfor

consumerstofollowaspecificdietaretofeelbetter,loseweight,andimprovephysical

appearance.Consequently,manyareturningtohigh-proteindietsmostfrequentlyto

achievethesegoals.Asproteinmessagingbecomesincreasinglyprominent,consumers

mayrequireadditionalguidancefromnutritionprofessionals,suchasregistereddietitians,toaccuratelyidentifytheirindividualproteinneedsandplanmealsandsnacks

accordingly.Foodandnutritionstakeholders,communicators,andregulatoryagencies

alsohaveanopportunitytoenhancenutritionliteracyandcomprehensionoffoodlabeling,whileprovidingevidence-basedcommunicationthatfacilitatesagreaterunderstandingofgeneralproteinneedsandfoodsources.

?2024IttilFdIftiCil

Source:IFICSpotlightSurvey:Americans'PerceptionsofProtein.July2025.

Americanscontinuetobekeenonproteinin2025.

38%use“goodsourceofprotein”todefineahealthyfood

37%in2024(n=3000)

37%in2023(n=1022)

29%in2022(n=1005)

Forthefirsttime,“goodsourceofprotein”isthemostcommoncriteriathat

Americansusetodefineahealthyfood.

23%havefolloweda"highprotein"dietinthepastyear

20%in2024(n=3000)18%in2023*(n=1022)4%in2018*(n=1009)

Forthethirdstraightyeara“highprotein”dietisthemostcommoneatingpatternthatAmericansarefollowing.

Forthefifthstraightyear,proteinisthe

70%aretryingtoconsumeprotein

71%in2024(n=3000)

67%in2023(n=1022)59%in2022(n=1005)62%in2021(n=1014)

nutrientthatmostAmericanssaytheyaretryingtoconsume.

Source:InternationalFoodInformationCouncil(IFIC).2025IFICFood&HealthSurvey.

[TREND2018-2025]N3Haveyoufollowedanyspecificeatingpatternordietatanytimeinthepastyear?(Selectallthatapply.)(n=3000)*Highproteindietwasnotassessedfrom2019-2022.

[TREND2022-2025]G18Whichofthefollowingbestdefineahealthyfoodtoyou?Pleaseselectupto5choices.(n=3000)

[TREND2019-2025]N5Doyougenerallytrytoconsumeoravoidthefollowing?(n=3000)Proteinaddedin2021.

?2025InternationalFoodInformationCouncil

7in10Americansreporttryingtoconsumeprotein.

2in10(22%)eitherdonotconsidertheirproteinconsumption(7%)orarejusttryingtobeawareofit(15%).

ApproachtoProteinConsumptionin2025

70%

5-YearTrendofAmericansWho

ReportTryingtoConsumeProtein**

Trytoconsume

Trytolimitoravoid

Neither:JusttrytobeawareDon'tconsider

Notsure

71%67%

62%

59%

20212022202320242025

2%

7%

15%

5%

70%

Source:InternationalFoodInformationCouncil(IFIC).2025IFICFood&HealthSurvey.

[TREND2019-2025]N5Doyougenerallytrytoconsumeoravoidthefollowing?(n=3000)**Proteinwasaddedin2021.

?2025InternationalFoodInformationCouncil

1in3saytheyhaveincreasedtheirproteinintakeoverthepastyear.

1in10(9%)saytheyhavedecreasedtheirproteinintakeoverthepastyear,whilenearlyhalf(46%)havenotchangedtheirproteinconsumption.

ChangeinProteinIntakeinthePastYear

Increased

Decreased

Stayedthesame

Notsure

9%

35%

46%

10%

FC

SPOTLlGHT

SURVEY

Q1.Howhasyourproteinintakechanged,ifatall,overthepastyear?(n=1000)

IFICSpotlightSurvey:Americans'PerceptionsofProtein.July2025.

?2025InternationalFoodInformationCouncil10

8in10Americansareunawareorunsureoftheamountofproteintheyshouldconsumedaily.

20%saytheyknowhowmanygramsofproteintheyshouldconsumeeachday.

KnowledgeofProteinGramsNeededPerDay

Yes

No

Notsure

20%

26%

53%

FC

SPOTLlGHT

SURVEY

Q2.Doyouknowhowmanygramsofproteinyoushouldconsumeeachday?(n=1000)

IFICSpotlightSurvey:Americans'PerceptionsofProtein.July2025.

?2025InternationalFoodInformationCouncil11

Amongthosewhoreportknowinghowmanygramsof

proteintheyshouldconsumeeachday9morethanhalfsayitshouldbe50gramsorless.

1in4(24%)saytheyshouldconsume51-100gramsofproteinperday,11%saytheyshouldconsume101-200grams,and8%saytheyshouldconsumemorethan200grams.

PerceivedProteinGramsNeededPerDay

(Ofthosewhoreportknowingtheirdailyproteinneeds)

57%Median:50gramsMean:84.27grams

24%

11%

8%

≤5ograms51-100grams101-200grams>200grams

.

Q2Doyouknowhowmanygramsofproteinyoushouldconsumeeachday?

FC

SPOTLlGHT

SURVEY

(n=199;FILTER:Reportedknowinghowmanygramsofproteintheyshouldconsumeeachday.)

IFICSpotlightSurvey:Americans'PerceptionsofProtein.July2025.

?2025InternationalFoodInformationCouncil12

8in10Americansprioritizeproteinduringatleastoneeatingoccasioneachday.

Morethanhalf(56%)prioritizeproteinatdinner,whilemorethan4in10prioritizeproteinatbreakfast(44%)and/orlunch(42%).Farfewer(17%)prioritizeproteinforsnacks.

ProteinPrioritizationbyMeal

56%

44%

42%

17%

18%

BreakfastLunchDinnerSnacksIdonotprioritizeprotein

atanymealsorsnacks

FC

SPOTLlGHT

SURVEY

Q3.Atwhichmeal(s)oreatingoccasion(s)doyouprioritizeprotein?Selectallthatapply.(n=1000)

IFICSpotlightSurvey:Americans'PerceptionsofProtein.July2025.

?2025InternationalFoodInformationCouncil13

HalfofAmericansthinkproteinprovidesbenefitsfor

musclehealth/strengthandendurance9aswellasenergy.

Othertopperceivedproteinbenefitsincludeoverallwellbeing(35%),healthyaging(33%),andbonehealth(32%).

PerceivedProteinBenefits

51%

Musclehealth/strengthandendurance

Energy/lessfatigueOverallfeelingofwellbeingHealthyaging

Bonehealth

Metabolichealth/metabolismWeightloss/weightmanagement Digestivehealth/guthealthImmunefunction/immunehealthSatiety(feelingfull)

Diabetesmanagement/bloodsugarcontrol

Iamnotsure,butIhaveheardproteinisgoodformeNoneoftheabove

45%

35%

33%

32%

29%

29%

28%

27%

27%

20%

13%

4%

FC

SPOTLlGHT

SURVEY

Q4.Whatbenefitsdoyouthinkproteinprovides?Selectallthatapply.(n=1000)

IFICSpotlightSurvey:Americans'PerceptionsofProtein.July2025.

?2025InternationalFoodInformationCouncil14

Americans’topthreepreferredsourcesofproteinare

animal-based:meat,eggs,andseafood.

About4in10prefertogettheirproteinfromdairy(41%),beans,peas,andlentils(40%),nuts(38%),milkandmilk-baseddrinks(38%),andgrains(37%).

PreferredProteinSources

Meat,poultryEggs

Fish,seafood

Yogurt,cottagecheese,cheeseBeans,peas,lentilsNuts

Milkandmilk-baseddrinks

Grains ProteinpowderMeatalternatives

Plant-baseddairyalternativeDesserts

Savory/saltysnackfoods

65%

62%

48%

41%

40%38%

38%

37%

27%

18%18%17%17%

FC

SPOTLlGHT

SURVEY

Q5.Whatareyourpreferredsourcesofprotein?Selectallthatapply.(n=1000)

IFICSpotlightSurvey:Americans'PerceptionsofProtein.July2025.

?2025InternationalFoodInformationCouncil15

Gramsofproteinperservingisthemostoftenusedpieceofproteininformationonfoodpackaging.

Nearly3in10(28%)saytheydonotuseproteininformationonfoodpackaging.

ProteinInformationUsedonFoodPackaging

39%

33%

29%

26%

28%

Gramsofproteinperserving

Sourcesofproteininthelistofingredients

Statementsonthe

frontofthepackage

suchas"highinprotein”

PercentDailyValue(%DV)ofproteinperserving

Idonotuseprotein

informationonfood

packaging

FC

SPOTLlGHT

SURVEY

Q6.Whichofthefollowingpiecesofinformationaboutproteinonfoodpackagingdoyouusemostoften?Selectallthatapply.(n=1000)

IFICSpotlightSurvey:Americans'PerceptionsofProtein.July2025.

?2025InternationalFoodInformationCouncil16

Amongthosewhoreportusingproteininformationonfoodpackaging91in4haveanideaInumberofproteingramsperservingthattheyIookfor.

3in4(73%)saytheydonotlookforanidealnumberofproteingramsperserving.

LooksforanldeaINumberofProteinGramsPerServing

(Ofthosewhoreportusingproteininformationonfoodpackaging)

27%

Yes

No

73%

FC

SPOTLlGHT

SURVEY

Q7.Doyouhaveanidealnumberofproteingramsperservingthatyoulookfor?(n=706;FILTER:Thosewhoreportusingproteininformationonfoodpackaging.)

IFICSpotlightSurvey:Americans'PerceptionsofProtein.July2025.

?2025InternationalFoodInformationCouncil17

AmongthosewhoreportusingproteininformationonfoodpackagingandIookforanideaIamountperserving97in10Iookfor30gramsorIessperserving.

1in4(24%)saytheidealamountofproteinthattheylookforismorethan100gramsperserving.

ldeaINumberofProteinGramsPerServing

(Ofthosewhoreportusingproteininformationonfoodpackaging

andhaveanidealamountofproteintheylookforperserving)

36%

33%

Median:20gramsMean:112.75grams

7%

24%

≤15grams16-30grams31-100grams>100grams

FC

SPOTLlGHT

SURVEY

Q7.Doyouhaveanidealnum