IFIC Spotlight Survey: Americans’ Perceptions Of Protein
July 9, 2025
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This report from the International Food Information Council (IFIC) contains results from two separate consumer surveys—the 2025 IFIC Food & Health Survey and the July 2025 IFIC Spotlight Survey. Each survey’s methodology is briefly described below:
July 2025 IFIC Spotlight Survey
IFIC commissioned this online survey among U.S. consumers (n=1000) to measure knowledge, attitudes, and beliefs about protein. One thousand adults ages 18 years and older completed the online survey from May 10-13, 2025, and were weighted to ensure proportional results. Totals may not equal 100% due to rounding.
2025 IFIC Food & Health Survey
IFIC commissions this survey annually among U.S. consumers (n=3000 since 2024, n=1000 in prior years), with 2025 marking the 20th consecutive year of the IFIC Food & Health Survey. Results were weighted to ensure that they are reflective of the American population ages 18 to 80 years, as seen in the 2024 Current Population Survey. Specifically, results were weighted by age, education, gender, race/ethnicity, and region. The 2025 IFIC Food & Health Survey was fielded from March 13-27, 2025.
Key findings include:
- Americans continue to be keen on protein in 2025.
- 1 in 3 say they have increased their protein intake over the past year.
- 8 in 10 Americans are unaware or unsure of the amount of protein they should consume daily.
- Among those who report knowing how many grams of protein they should consume each day, more than half say it should be 50 grams or less.
- 8 in 10 Americans prioritize protein during at least one eating occasion each day.
- Half of Americans think protein provides benefits for muscle health/strength and endurance, as well as energy.
- Americans’ top three preferred sources of protein are animal-based: meat, eggs, and seafood.
- Grams of protein per serving is the most often used piece of protein information on food packaging.
- Among those who report using protein information on food packaging, 1 in 4 have an ideal number of protein grams per serving that they look for.
- Taste and price are the top factors that Americans consider when choosing sources of protein.
- Friends and family, healthcare professionals, and health-focused websites are top sources of protein information.