Animal Protein Gaining Ground Among Consumers: NPD

As consumers incorporate more protein into their diets, a new survey from The NPD Group finds that animal proteins like meat and fish are among the most popular, with 60 percent of respondents saying they eat such foods every day.

NPD's Protein Perceptions and Needs report identified beef and chicken as the best sources of protein, followed closely by fish, and pork, ham, shellfish, lamb and bacon trailing behind. Consumers are also less likely to cite dairy and eggs as the best sources of protein.

The NPD report segments protein consumers into three categories: Traditional Protein Purists, those who are much more likely to consider animal proteins as their main source of protein; Flexible Protein Users; and Knowledgeable but Indifferent.

“While Traditional Protein Purists stick to their traditional meat sources for protein, they are also likely to have more meals that are rounded out with vegetables and grains,” said Darren Seifer, NPD food and beverage industry analyst.

“Unlike Flexible Protein Users, it would be difficult to convince these protein consumers to use a different protein source than animal protein," Seifer adds. "For food manufacturers and retailer to reach this group, it’s a matter of understanding and reflecting their needs in product development and marketing messaging.”