America’s Push for Protein: U.S. Consumers’ Protein Perceptions Presentation

Originally Published: September 8, 2014
Last Updated: March 10, 2021

“America’s Push for Protein: U.S. Consumers’ Protein Perceptions” at presented at the 2014 Protein Trends & Technologies Seminar by Sue Fennelly, MBA, Senior Executive Manager, NPD Group – Food & Beverage  .

Abstract: Consumers appear to be in a constant quest for a magic bullet that would allow them to eat certain foods rather than requiring them to pay close attention to their overall health. The question to be asked is whether or not it is protein’s turn to be that magic bullet and is it more than a fad? It’s critical to understand the reasons consumers seek protein, how they can resonate with a target audience and how to overcome consumers’ barriers to consuming more protein including costs, calories and fat content. Results of a just-conducted NPD Group survey on U.S. consumers’ thoughts and attitudes toward protein will be presented that address the questions: What are consumers’ opinions of proteins and do they vary by different types? How are consumers using proteins and have they changed their protein consumption? How do consumers shop for proteins? And, are they willing to pay more for protein-enriched items?

Excerpt of the written summary of this presentation: Upon analyzing several consumer surveys conducted at the end of 2013 and start of 2014, the global market research firm NPD Group found interesting differences in consumer protein perceptions and needs. While consumer interest continues to rise, the sources and where they turn to find protein is evolving and depends dramatically on the type of consumer. In general, roughly half of consumers consider animal protein the best source of protein, followed by eggs (11%), dairy (10%), beans/lentils (8%), and items like protein bars and nuts (22%). Within the animal protein sector, the breakdown is beef (18%), chicken (17%), fish (10%), turkey (2%) and other (2%).

Click here to view the written summary “Consumer Protein Perceptions and Needs” of this presentation.

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