Time To Flex: Bridging The Protein Knowledge Action Gap

Protein is a multi-tasker in the body – not only can it provide energy, but it also supports muscle health, builds and repairs tissues, and produces enzymes and hormones. As one of three macronutrients that form the foundation of our diets, protein seems ubiquitous in today’s food supply, with nearly every food group offering options that contribute to intake. It’s also widely perceived as healthy – by both healthcare professionals and consumers – and is a focal point in many popular eating patterns and food conversations.

Just Can’t Get Enough

The IFIC Food & Health Survey supports protein’s prominence and dominance as a top performer. Not only has the percentage of Americans trying to consume more protein grown over the past several years – with 59% saying they were trying to consume more in 2022, 67% in 2023, 71% in 2024, and holding high at 70% in 2025 – but it also consistently ranks as the top nutrient consumers are trying to optimize. Recently released 2025 IFIC Food & Health Survey data reveal that the top diet followed by consumers is “high protein” – and this doesn’t even include specific protein-heavy eating patterns also selected by respondents (e.g., low-carb, ketogenic, and paleo). Consumers also report using “good source of protein” as the top criteria to define a healthy food.

It seems as if consumers can’t get enough of protein – or can they? On average, Americans are largely consuming recommended amounts of sources from the Protein Foods group associated with U.S. dietary guidance. Still, this doesn’t necessarily mean that intake is fully aligned with recommendations. In fact, according to dietary intake data, many protein subgroups are chronically underconsumed in the U.S. – including nuts, seeds, soy, and seafood. Additionally, there are certain population segments that have higher protein requirements than the average person. (More on that later.)

With protein piquing consumer interest, it was time to take a deeper look into what Americans think, feel, and know about the nutrient in our latest IFIC Spotlight Survey: Americans’ Perceptions of Protein. The results may surprise you.

What Consumers Think They Know

While protein is widely valued – just over one-third (35%) say they increased their intake in the past year – there is more to unpack when it comes to Americans’ protein perceptions. Many Americans are flying blind when it comes to meeting individual protein needs – with eight in 10 respondents saying they don’t know or are unsure about how many grams they need per day. Among the 20% of those who report they know how much they should eat, the majority (57%) said they need less than 50 grams per day. Close to one in 10 said they should be consuming between 101-200 grams (11%) and 201+ grams (8%). 

Recommended protein intake for the general population is calculated by multiplying 0.8 by kilogram body weight. For example, those weighing 150-200 pounds have a protein requirement of 54 – 71 grams. So, even those who think they know how much protein to aim for each day may be over- or underestimating. Certain populations – including pregnant and breastfeeding women, those who are physically active, and people on weight loss medications – typically have elevated protein needs.

It’s All Good

It’s helpful to know when and how Americans are consuming protein. The IFIC Spotlight Survey found that more than 80% of respondents prioritize protein intake during at least one eating occasion daily. While at least four in 10 say they focus on protein at breakfast, lunch, or dinner, dinner has the highest proportion at 56%. Nearly equal numbers report prioritizing protein snacks (17%) and not prioritizing protein at any eating occasion (18%).

Consumers’ top two preferred sources of dietary protein are animal-based: meat and poultry (65%) and eggs (62%). Nearly half of Americans prefer fish and seafood (48%). Approximately four in 10 prefer yogurt, cottage cheese, and cheese (41%); beans, peas, and lentils (40%); nuts 38%); milk/milk-based drinks (38%); and grains (37%). Preference for protein powder (27%) and meat and plant-based dairy alternatives (each at 18%) as well as desserts and salty snacks (each at 17%) were cited by fewer consumers.

Among the many benefits that respondents attribute to protein, muscle health/strength and endurance (51%), energy/less fatigue (45%), overall feeling of wellbeing (35%), and bone health (32%) are at the top. Consistent with the top reasons that consumers choose any food, taste (66%) and price (59%) are the top factors when selecting protein foods. Still, close to one in five (18%) said that being plant-based and environmentally sustainable are considerations.

The Hunt For Protein Information

Approximately two-thirds of those surveyed say they use the label for protein information. Grams per serving is the most commonly used indicator (39%), followed by protein sources in the ingredients list (33%), front-of-pack statements (e.g., “high in protein”) (29%), and Percent Daily Value (%DV) per serving (26%).

Among those who say they use protein information on food packaging, about one in four (27%) have an ideal number of grams they strive for per serving. The highest percentage (36%) say they look for less than or equal to 15 grams, 33% look for 16-30 grams, 7% want 31-100 grams, and 24% said they seek greater than 100 grams – which may reflect misunderstanding given typical needs.

While the food label is a standardized and factual source of information, the highest percentage of respondents (29%) selected friends and family as key sources of protein information. Fortunately, the next most selected response was a conversation with a personal healthcare provider. Notably, however, the Internet and apps comprise the greatest proportion of responses when combined (77%) with 24% reporting they receive their information from a health-focused website, 19% from a fitness, diet, or nutrition mobile app, 17% from a social media influencer or blogger, 9% from artificial intelligence, and 8% from podcasts. 

Flexing Our Protein Knowledge For Optimal Health

As a registered dietitian nutritionist, I often ask what do people WANT and NEED to know to eat better and be healthier. From a protein perspective, knowledge appears to be sufficient on food sources overall. However, there is conflicting information online and in the public dialogue about the healthiest sources of dietary protein – and we know that is where many consumers get their information.

For most healthy adults, basic protein needs can be estimated using the 0.8g/kg formula and the grams consumed tracked using food packaging and/or food and nutrition apps. If needs are elevated – as they can be based on activity level, medications taken, and/or life stage – more care must be taken to calculate requirements.

In short, protein quality matters. Health and lifestyle nuances matter. And, for those reasons, protein guidance should be both personalized and optimized. Given that many Americans rely on friends, family, and digital platforms for nutrition guidance, all credentialed nutrition experts should be in the know about misinformation and work to be a source of accurate nutrition guidance.

Healthcare professionals, particularly dietitians, are well-positioned to be the best sources to unpack individual protein needs, preferred sources and practical approaches to meet goals, optimize consumption, and improve health.

We’ve rounded up the latest resources on this macronutrient to help healthcare professionals do just that. Find our protein toolkit here.