Protein Quantity vs. Quality: New Research Reveals How Americans Are Navigating Protein’s Prominence 

(Washington, D.C.) — Protein continues to dominate how Americans think about healthy eating—yet when it comes to protein quality, consumers and nutrition science are not always aligned. 

New findings from the International Food Information Council’s (IFIC) latest consumer research, IFIC Spotlight Survey: Americans’ Perceptions of Protein Quality & Labeling, reveal that while Americans are actively seeking protein, their understanding of protein “quality” extends beyond scientific definitions—creating both confusion and opportunity for clear, more effective nutrition communication.  

“Protein isn’t just having a moment—it’s truly shaping how Americans define healthy eating,” said Wendy Reinhardt Kapsak, MS, RDN, President & CEO of IFIC. “Our research shows that when consumers hear ‘protein quality,’ they’re not necessarily thinking about amino acids—they’re thinking about taste, health, and how a food fits into their daily lives.” 

From Protein Quantity To Protein Quality 

Americans’ focus on protein isn’t new, but it is intensifying. According to the 2025 IFIC Food & Health Survey, protein has consistently been the nutrient Americans are most actively trying to consume for five consecutive years, and “good source of protein” is now the most common way people define a healthy food.  

At the same time, national dietary guidance is reinforcing the importance of protein variety and intake—bringing concepts like “protein quality” further into the spotlight. 

“Scientifically, protein quality refers to the presence of all nine essential amino acids that are required for human needs, and how efficiently it is digested and used by the body. But this research shows that consumers interpret the term more broadly,” explained Monica Amburn, MS, RDN, LDN, Vice President, Food Safety & Nutrition. 

“There’s a disconnect between scientific definitions of protein quality and how consumers interpret it,” Amburn said. “That gap is exactly where health professionals can step in—with practical, relatable guidance that helps people meet their goals.” 

Four In Ten Americans Associate “High-Quality Protein” With Good Taste  

When Americans think about “high-quality protein,” taste leads the way. Four in ten (40%) say a high-quality protein is one that tastes good, while one-third associate it with protein amount per serving. Many also link quality to broader food attributes, such as being free from additives (29%), natural (28%), or minimally processed (26%). 

Technical indicators—like amino acid composition or scientific validation—are less associated with a “high-quality protein.” This aligns with a broader truth uncovered in this survey and twenty consecutive years of the IFIC Food & Health Survey: taste dominates food decisions.  

When asked about the term “protein quality,” two interpretations rise to the top: overall healthfulness and ability to support muscle health.  

Simple Messages Win On Packaging 

When it comes to food labels, simplicity resonates. Consumers are most drawn to clear, accessible cues like: 

More technical information—like amino acid profiles or protein quality scores—appeals to far fewer shoppers. 

Notably, “high-quality protein” and “protein supports overall health” are among the most meaningful phrases consumers say influence their choices.  

Label Engagement Is High—But Not Universal 

Two-thirds of Americans (64%) say they look for front-of-package information, while an even larger share (79%) check details on the back or side of packaging.  

Still, a meaningful portion of consumers do not engage with labels at all—highlighting the importance of multiple communication touchpoints beyond packaging. 

Opportunity For Food & Nutrition Communicators 

Interestingly, most Americans believe the body uses protein differently depending on the food source. More than seven in ten (71%) say protein from different foods (e.g., beans, dairy, eggs, meat, seafood, or soy) is used differently by the body to some degree. About 4 in 10 say they definitely believe protein is used differently depending on the source, while 33% believe there may be some differences. Just 16% say the body uses protein the same way regardless of the source, and 13% say they’re unsure.  

“Beliefs about how the body uses protein vary widely,” said Amburn. “The science is nuanced—but that’s exactly where dietitians and health professionals can step in to translate it into clear, personalized guidance.” 

Consumers are clearly interested in protein, but they need context: where it comes from, how much they need, how it fits into their daily lives.  

“People aren’t just asking, ‘How much protein should I eat?’ They are starting to ask, ‘What kind of protein is right for me?’” Reinhardt Kapsak said. “That’s where credible, science-based voices can make a real impact. 

View the full survey here.  

Interested in learning more about protein labeling? Catch the conversation during the IFIC Expert Webinar: Protein Trends & Truths: What Science Says & What Consumers Hear, on April 23 at 2pm ET, featuring insights from Robert Bergia, PhD, Berkwood Research, Andrew Glenn, MSc, RD, PhD, NYU and Harvard T.H Chan School of Public Health, and Monica Amburn, MS, RDN, LDN, IFIC. Each IFIC Expert Webinar is free and provides opportunities for audience questions.  

Register for the IFIC Expert Webinar here.  

Research Methodology 

The International Food Information Council (IFIC) commissioned an online survey among U.S. consumers to measure knowledge, attitudes, and beliefs about protein and protein labeling. One thousand and seventeen adults ages 18 years and older completed the online survey from November 17-26, 2025, and were weighted to ensure proportional results. Totals may not equal 100% due to rounding. The Bayesian confidence level for the survey sample (n=1000) is 3.5, which is roughly equivalent to a margin of error of ±3.1 at the 95% confidence level. 

Funding disclosure: This research was supported by Soy Nutrition Institute Global and the United Soybean Board.