All Day Protein: Why Consumers Are Shifting Towards Health-Focused Protein Options
U.S. shoppers are prioritizing protein in their diet more than ever before, with 93% of households consuming animal-based sources and 41% incorporating plant-based options. Modern-day consumers have become increasingly focused on food products that provide them with protein throughout the day. Protein takes longer to digest than other nutrients like carbohydrates, helping to curb cravings and keeping consumers full longer. This makes protein-rich products a staple for busy, health-conscious individuals seeking sustained energy.
Protein has been long regarded as a vital component of a balanced diet. In contrast, other nutrients such as carbohydrates and fats are frequently a subject of debate among consumers, with shifting preferences influenced by popular diets like paleo and keto. Trends like these have sparked changing attitudes toward these nutrients, while protein has remained consistently favored and prioritized — especially among health-focused and fitness-driven consumers. The key takeaway is that consumers continue to hold protein in high regard, providing retailers with the opportunity to ensure long-term success by stocking their shelves with protein-packed products.
Discover how retailers and brands can meet the consumer demand for all-day protein — one of KeHE’s 2025 Macro Trends — into their product offerings.
Plant-Based Protein and Animal Protein
Both plant-based protein and animal protein are viable options for consumers to get their daily protein intake. Data suggests that 70% of consumers view protein from plant sources as healthy, while 35% view animal protein as healthy. More consumers (specifically Millennials) have been drawn to plant-based options based on the health benefits and variety these products offer. Other data has shown that 98% of U.S. plant-based meat buyers also purchase meat products. At the same time, Impossible Foods and Beyond Meat have reported that more than 90% of their consumers also purchase animal products, further underscoring that consumers want access to both options.
While plant-based products have increased in popularity, they are often more expensive. According to Nielsen data, plant-based meat costs, on average, twice as much as beef, more than four times more than chicken, and more than three times the price of pork per pound. Health benefits are a priority for many consumers, but price is also a major consideration. Providing plant-based and animal-based protein options ensures consumers can purchase the protein at the price point they prefer.
Transparency and Trust
With online resources and social media at their fingertips, consumers have become knowledgeable about the ingredients they put into their bodies and the effects on their health. As consumers prefer products that are perceived as natural and minimally processed, retailers need to prioritize stocking their shelves with brands that lead with transparency. According to research from the Food Industry Association (FMI), 86% of consumers reported that when food manufacturers or retailers provide access to complete and easy-to-understand definitions of product ingredients, it results in more trust. Additionally, 54% said they would pay more for products that provide high levels of transparency. Stocking shelves with brands that prioritize high-quality, authentic ingredients not only encourages repeat business but also strengthens customer relationships for brands and retailers.
Convenience and Flexibility
According to Mintel, 37% of U.S. adults consider protein content when selecting a new food or drink product, and 18% of U.S. adults snack over four times a day, which suggests protein can make or break a consumer’s choice between products. Cottage cheese is a prime example of a protein-rich product and is popular among protein enthusiasts, as it offers an easy way to add protein to a meal whether it’s eaten on its own or as the base for globally inspired cuisines. Busy consumers value protein that is easy to prepare and fit into various meals.
Convenience doesn’t just refer to typical grab-and-go products — consumers also want protein-rich dips and spreads. In fact, according to Mintel, about a quarter of U.S. adults want dips and savory spreads made with added protein. Meat-based dips and spreads specifically offer a unique opportunity for retailers to capitalize on this trend, as flavors like buffalo chicken appeal to younger consumers. Retailers can build on consumer interest by educating shoppers on how to incorporate meat-based options into their snacking routines and benefit from all-day protein. Whether it’s a personal snack or for enjoyment at a social gathering, dips and spreads are a valuable opportunity for retailers to offer various exciting and convenient options that cater to different occasions.
Innovation Meets Health & Wellness
Consumers are becoming more selective about their protein choices due to the heightened awareness of how their diet impacts their health and overall well-being. These are the several key factors consumers consider when evaluating the health benefits of a protein product:
- All-Natural Ingredients: 48% of consumers favor proteins that are labeled as all-natural because it suggests a lack of artificial additives and less processing.
- No Additives: Consumers want protein options that are free from preservatives and additives and are paying better attention to food labels to assess the quality of a protein.
- Antibiotic-Free and Grass-Fed: 40% of consumers prefer antibiotic-free and grass-fed protein options due to their association with higher-quality and more ethical production processes and animal treatment.
- Reduced Sodium and Saturated Fat: Consumers who have dietary restrictions often seek out protein products that have a low sodium and saturated fat content.
- Organic and Non-GMO: Products that are organic and non-GMO suggest fewer additives and genetic modifications and are seen by consumers as healthier and more natural.
- Transparency and Storytelling: Transparency and storytelling build trust between consumers and a product. When consumers know where a product comes from and how it is produced, they are more likely to consider it a healthier choice.
By offering a diverse selection of products that align with consumers’ ingredient preferences, retailers can meet a wide range of their customer’s needs — from dietary restrictions to ethical considerations. It’s clear that while dietary trends and opinions surrounding other nutrients may come and go, protein will always be a consistent staple — allowing retailers to lay the foundation for long-term success.
Retailers need to leverage the power of protein to keep customers coming back. By stocking shelves with products that taste good and feature healthy ingredients that help consumers meet their all-day protein goals, retailers can tap into customers who are busy, protein-driven, and snacking frequently. Learn about other 2025 Macro Trends driving consumer shopping habits here and shop on KeHE CONNECT Retailer®.