Nielsen: Consumers Want Protein, But Don't Understand It

Sept. 21, 2018

Nielsen has been reporting a growing demand for protein from U.S. consumers. According to its data, 55 percent of households say high protein is an important attribute, and 6 percent include someone living on a high-protein diet equating to 5.4 million people. However, consumers perception of how much protein is in various products doesn't align with reality.  

According to Nielsen, a July 2018 survey of 20,000 respondents showed that most people over estimate the amount of protein in peanut butter, while underestimating high-protein foods such as shrimp and cottage cheese. Traditional protein sources, such as beef, chicken and pork also didn't rank high in the mind of consumers, with nearly half indicating these meats were not high in protein.  

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