U.S. CONSUMER Interest in Protein Grows from 2004-2013 per The NPD Group

Legumes, fruit and salmon pieces on a wooden plate.

In the last decade, when The NPD Group/ Dieting Monitor asked U.S. consumers “What do you usually look for on the Nutrition Facts label?” the percentage of adults saying “Protein” has steadily increased.

In the mid-2000s, the percent hovered around 18.8% to 18.3%. In 2013, the percentage had grown to 24.9%. Some 78% of U.S. consumers agree that protein contributes to a healthy diet and more than half of adults say they want more of it in their diets.

The recently released NPD report “Protein Perceptions and Needs” finds that consumers looking beyond meat to meet protein needs are motivated by health-related reasons.