IFIC Spotlight Survey: Americans’ Perceptions Of Protein Quality & Labeling

The International Food Information Council (IFIC) commissioned an online survey among U.S. consumers to measure knowledge, attitudes, and beliefs about protein quality & protein labeling. One thousand seventeen adults ages 18 years and older completed the online survey from November 17-26, 2025, and were weighted to ensure proportional results. Key findings include: This research was supported by Soy Nutrition Institute Global and the United Soybean Board. Suggested citation: International Food Information Council (IFIC). IFIC Spotlight Survey: Americans’ Perceptions of Protein Quality & Labeling. April 2026.

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IFIC Spotlight Survey: Consumer Attitudes About Labeling Cow’s Milk, Plant Based & Non-Dairy Alternatives

As the U.S. Food and Drug Administration considers a proposal “to provide greater clarity on appropriate labeling of plant-based alternatives” to milk and dairy products, a new survey by the International Food Information Council (IFIC) Foundation shows a low level of consumer confusion over nomenclature and basic differences between the two. The International Food Information Council (IFIC) commissioned an online research survey with consumers based in the US to measure knowledge, attitudes, and beliefs about cow’s milk, plant-based and non-dairy alternatives. One thousand adults aged 18+ years completed the survey from August 4-6, 2018, and responses were weighted to ensure proportional results. The research was supported by Danone North America PBC. Key findings include:

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What’s in a Name? Survey Explores Consumers’ Comprehension of Milk and Non-Dairy Alternatives

FOR IMMEDIATE RELEASE: October 11, 2018 Download the Survey(PDF) Download the Survey (PPT) (Washington, D.C.) — As the U.S. Food and Drug Administration considers a proposal “to provide greater clarity on appropriate labeling of plant-based alternatives” to milk and dairy products, a new survey by the International Food Information Council (IFIC) Foundation shows a low level of consumer confusion over nomenclature and basic differences between the two. According to the survey, about three-quarters of Americans understand that plant-based “milk” products do not actually contain cow’s milk (75 percent for soymilk and almond milk, 74 percent for coconut milk, 73 percent for rice milk and 72 percentfor cashew milk). Fewer than 10 percent believe that any of those products contains cow’s milk, while the remainder say they don’t know (20 percent for cashew milk and rice milk, 18 percent for coconut milk, and 16 percent for soymilk and almond milk). Conversely, large majorities know that products labeled “whole milk” (90 percent), “chocolate milk” (85 percent), “nonfat milk” (78 percent) and “skim milk” (74 percent) contain cow’s milk, although that number falls to 48 percent for “lactose-free milk.” Consumers expressed similar awareness about whether various products labeled as milks or butters contained cow’s milk or plant-based ingredients. Cow’s milk was identified as an ingredient in chocolate milk by 84 percent of respondents, in organic milk by 78 percent and in butter by 77 percent, with only 8 percent or less believing that any of them contains plant-based ingredients. For lactose-free milk, 62 percent believe it contains cow’s milk and 14 percent cite plant-based ingredients. The survey also asked about consumers’ purchases in the past three months. Nearly half (45 percent) bought 2 percent milk, with 38 percent for whole milk, 30 percent for almond milk, 29 percent for chocolate milk, 19 percent for 1 percent milk, 16 percentfor both skim milk and soymilk, and less than 10 percent for lactose-free milk or other nut- or grain-based milks. Of those who buy products marketed as milks, 62 percent purchase solely dairy, while 38 percent purchase non-dairy. Groups who […]

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What’s Up with Protein and Protein Supps?

Chatter about protein and protein supplements have been getting a good deal of attention recently. With so much misinformation about amounts, timing and sources here are the answers to five common questions about this important macronutrient. Why is protein important? Protein plays vital functions in our bodies, including building connective tissues and supporting the immune system. Protein can also help us maintain a healthy weight by increasing satiety and preserving lean body mass. In addition, protein can support exercise and fitness goals since protein aids muscle growth and repair. How much protein is needed? While there are extremely rare conditions where protein intake should be carefully monitored, the large majority of us get significant health benefits from eating the right amount of protein for our needs. Macronutrient amounts, including protein, are determined by the Recommended Dietary Allowance (RDA) set by the National Academy of Medicine (formerly the Institute of Medicine (IOM)). The RDA for protein is 0.8 gram per kilogram of body weight per day (g/kg/d) for adults. However, a recent position statement from the International Society of Sports Nutrition (ISSN) suggests that the majority of people who exercise should eat a minimum of 1.4 to 2.0 g/kg/d of protein. Training athletes, which most of us are not, may require even more protein than that. Now before you start busting out your calculator to crunch these g/kg/d numbers, let’s talk about what it means. The recommended amount of 0.8 g/kg/d was defined by the IOM as the intake level necessary to meet sufficient protein needs for an average healthy adult, which varies based on activity level, gender, weight and genetics. The amounts suggested by ISSN for exercising individuals and training athletes are designed to support building and maintaining muscle mass.   Additionally, the IOM has established Acceptable Macronutrient Distribution Range (AMDR) […]

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What is Choline?

Highlights Choline is an essential nutrient involved in brain and nervous system function, cell membrane support, making DNA, fat transport and metabolism. The Food and Nutrition Board of the National Academy of Medicine has established Adequate Intakes and Tolerable Upper Intake Levels for choline, which vary depending on sex and age. Animal-based foods are rich in choline. Cruciferous vegetables, legumes and the emulsifier lecithin also provide choline. Although choline deficiency is rare, most people do not consume the recommended amounts. Pregnant and breastfeeding women have particularly high choline needs and many do not get enough. THE BASICS OF CHOLINE Choline (pronounced KOH-leen) is an essential nutrient needed for brain and nervous system function and regulation of mood and memory. It’s also critical for supporting the membranes that hold our body’s cells together, is a key player in fat transport and metabolism, and is involved in synthesis of DNA. Although choline plays a vital role in many aspects of our health, it’s less well-known than many other essential nutrients. For most people, choline intake is lower than recommended. Unlike many other nutrients, humans can produce some choline, mostly in the form of phosphatidylcholine (foss-fa-TIE-dull-KOH-leen) in the liver. However, the amount that our bodies can make isn’t enough to meet our daily needs, so getting choline from food is important. CHOLINE AND HEALTH Choline’s importance begins before birth and extends through the lifespan. Some of its important roles in human health include: Early brain development. Maternal nutrition is critical for proper growth and development of children, both during pregnancy and while breastfeeding. When pregnant women consume choline, it is passed on to the developing baby through their interconnected bloodstreams, and it’s also passed to infants through breast milk. An increasing amount of research supports that exposure to choline during development and after […]

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Food Allergies Throughout the Lifespan

Thirty-five years ago, the prevalence of food allergies was approximately one percent. Today, approximately 32 million Americans are living with food allergies. With these rising rates, it’s likely that you or someone you know suffers from this major health concern. Depending on when food allergies develop (as an infant or later in life as an adult), individuals and families with children can encounter unique challenges when choosing which foods to eat. But first, what are food allergies? Food Allergies Defined Milk, eggs, peanuts, tree nuts, soy, wheat, fish, shellfish and sesame are referred to as The Big Nine. These foods account for 90 percent of allergic reactions in the U.S. Allergens differ across the globe and can vary by country depending on the dietary patterns of the population. A food allergy is a serious medical condition in which the body’s immune system reacts to something in a food – typically a protein. When people with food allergies encounter an offending protein in food, their body’s immune system responds by releasing immunoglobulin. These antibodies cause immune-mediated reactions that result in a variety of symptoms from mild to severe. Reactions can take on the form of skin irritations such as rashes, hives and eczema. Gastrointestinal symptoms such as nausea, diarrhea and vomiting or a more severe reaction known as anaphylaxis can also occur. Allergic reactions to food may not happen immediately. They can also vary in severity. Factors like the amount and when allergens were eaten play a role in each reaction. Perhaps you or someone you know is living with a food allergy. Whether they are young, middle-aged or older, the fact is that everyone living with food allergies encounters unique and often different challenges at each stage of life. Here’s what you should know: Infants Milk is the most common […]

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What is the Flexitarian Diet?

Download the Flexitarian Diet Fact Sheet Here Highlights The Basics Most Americans do not consume the recommended amounts of dairy, fruits, legumes (e.g., chickpeas, lentils and beans, including soy), seafood, vegetables or whole grains.1,2,3 While a complete diet overhaul may seem daunting, one style of eating—the “flexitarian diet”—attempts to make it easier to shift dietary choices by focusing more on what can be added to the diet rather than what should be taken away. The flexitarian diet is a play on two words: flexible and vegetarian. While no single definition has been adopted, the flexitarian diet can be generally defined as a semi-vegetarian, plant-forward diet that incorporates dairy and eggs and allows room for meat from time to time. The emphasis on plant foods is thought to contribute to the health benefits associated with a vegetarian diet without requiring compliance to the dietary rules of 100%-vegetarian or vegan diets. There are no set calorie or macronutrient goals in a flexitarian diet. Instead, the goal is to increase the consumption of plant or plant-based foods over time, keeping in mind that meat is not off-limits but rather that it is eaten less frequently and/or in smaller portions. Calories in the flexitarian diet mostly come from nutrient-rich foods such as fruits, legumes, whole grains and vegetables. When it comes to protein, plant-based foods (e.g., soy foods, legumes, nuts and seeds) are the primary source. Protein also comes from eggs and dairy, with lesser amounts coming from meat, especially red and processed meats. Due to the emphasis on nutrient-dense foods, the flexitarian diet encourages limiting one’s intake of saturated fat, added sugars and sodium. The Flexitarian Diet and Your Health A flexitarian diet can have a positive impact on health,4,5 while being less strict than a 100%-vegetarian or vegan diet. The plant-forward philosophy […]

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Does Your Diet Affect Your Sleep?

It’s no secret that a healthy diet affects so many different facets of daily life, and sleep is no exception. It’s recommended that adults get seven or more hours of sleep per night. Yet, according to the Centers for Disease Control (CDC), one out of three American adults get less than that. Since not getting enough sleep is linked with many chronic diseases and conditions, such as type 2 diabetes, cardiovascular disease, obesity and depression, focusing on strategies to promote better sleep can lead to better health. While a variety of strategies including exercise, a consistent sleep routine and limiting electronic devices around bedtime can support quality sleep –considering changes to what you eat and drink are other important variables. Sleep 101 Before we dive into the effects of diet on sleep, let’s first discuss the biology of sleep. Sleep is controlled by a variety of hormones in the body, specifically melatonin and serotonin. Melatonin helps regulate sleep and wake cycles, while serotonin signals the body to make more melatonin. Tryptophan, an amino acid found in a variety of protein-rich foods, is a precursor to melatonin and serotonin, which is why tryptophan-rich foods are often recommended for better sleep. Tryptophan for Sleep Studies have also shown that low tryptophan levels in the diet can impair sleep. Some tryptophan-rich foods include meat, seeds, nuts, cheese, eggs and soy products. Interestingly, there’s not a wide range of tryptophan content among meats; Turkey, chicken and beef have about 300 milligrams of tryptophan per 3-ounce serving. However, ounce for ounce, pumpkin seeds pack the highest tryptophan punch, with about 60% more tryptophan than turkey, chicken or beef. Fruits like cherries and kiwis also contain these sleep-promoting hormones and amino acid. Clinical trials have shown that cherry and kiwi consumption improve sleep quality and duration. […]

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