Chobani finds US consumers crave more protein but lack knowledge

A new survey by Chobani reveals US consumers want to incorporate more protein into their diets in the coming year. According to survey results, 85% of respondents indicated they wanted to increase their protein intake but lacked knowledge about the popular macronutrient. 

Additionally, consumers face purchasing barriers of cost, convenience and not wanting to compromise taste for nutrition.

“Nearly two-thirds of survey participants report that protein is even more important to their health and wellness journey than previous years,” states the yogurt brand.

“With endless options touting high protein claims, consumers are hard-pressed to distinguish natural, high-quality sources of protein from those made with additives and artificial ingredients.”

How much protein?

According to the survey, 85% of Americans want to increase the amount of protein they eat next year, but 24% agree that they do not consume enough currently.

Over 40% of dietitians agree that a healthy adult needs about 1 gram of protein per kg of body weight or more, while there is no clear consensus among US consumers, with 26% even admitting they don’t know the right amount.

“Quality matters more than people realize,” highlights Chobani. “Less than half of those surveyed say they are knowledgeable about the differences between complete and incomplete proteins (42%) and fast-, medium- and slow-digesting proteins (41%). But more than four in five dietitians believe it’s important for consumers to know the nuances.”

“Beyond breakfast, only 13% of survey participants consume Greek yogurt to increase their protein intake throughout the day, while 60% of dietitians agree it’s a great protein-rich option for a snack, expanding beyond the breakfast occasion.”

Taste remains the top attribute people think about when evaluating daily protein intake, with 87% of Americans prioritizing flavors, followed by amount of protein (74%) and amount of sugar (71%) per serving. Additionally, 60% of Americans consider how convenient or portable food options are.

With the cost of groceries a major pain point for consumers, half of Americans (51%) cite cost as the largest barrier to their protein consumption and 24% claim they don’t have the time to prepare protein-rich meals or snacks.

Certain demographics, like seniors, are more prone to protein insufficiencies. In recent ingredient innovations, Arla Foods Ingredients has improved the taste profile of its whey protein hydrolysate by minimizing bitterness to overcome a key flavor challenge in peptide-based medical nutrition.