Consumer demand for protein remains elevated, yet bewilderment among buyers persists
In the realm of dietary trends, protein has taken centre stage. According to a recent survey, protein is one of the most sought-after nutrients in American diets, with a growing emphasis on high-quality protein, essential amino acids, vitamin B12, healthy fats, vitamins, minerals, and anti-inflammatory nutrients[1][2][3].
Americans are increasingly seeking out convenient, energy-boosting protein sources, both from animal and plant origins, emphasising nutrient quality and balanced dietary patterns. A notable example of this shift can be seen in the menus of restaurants, where protein-rich options are becoming more prevalent[1][2].
To help customers make healthier protein choices, restaurants are diversifying their menus to include a variety of protein sources. They are emphasising nutrient-dense, high-quality proteins such as eggs (rich in protein, vitamin B12, choline, biotin, iodine, selenium) and plant-based proteins like beans, lentils, nuts, and seeds[1][2]. Transparent nutrition information is being provided, and options aligned with anti-inflammatory diets (such as the Mediterranean or DASH diets) are being incorporated. Restaurants are also working with nutritionists to develop balanced meals that cater to different dietary preferences and needs[1][2][4].
Offering customisation and meal plans supports healthier choices while addressing convenience, a key factor for many consumers[1][2][4]. For instance, Snooze A.M. Café has introduced Protein Pancakes, which contain 32 grams of protein per serving, and Almond Butter Coconut Porridge, a plant-based protein option[1][2].
However, it's crucial to remember that while protein is essential, consuming too much can be detrimental to one's health. A high intake of red meat, a major source of protein, may lead to heart disease[1]. Additionally, consuming too much protein can increase the risk of kidney stones[1].
This highlights the need for tools to help individuals understand their protein needs and optimise their intake. Monica Amburn, senior director of food and nutrition at IFIC, has stated that there is a gap between what people say they are doing and what they know about their protein goals[1].
As per the current Recommended Dietary Allowance (RDA) for adults weighing 150-200 pounds, the daily protein intake should be between 54-73 grams[1]. However, 79% of Americans report they are either unaware or unsure of the amount of protein they should consume each day, according to the IFIC survey[1].
In response to the growing awareness about protein, Snooze A.M. Café and Panda Express have launched protein-focused options. Snooze A.M. Café offers the Protein Trio Omelet and the Harmonious Macros Plate with Grilled Teriyaki Chicken and Broccoli Beef with Super Greens, each providing around 57 grams of protein[1][2]. Panda Express has launched five Balanced Protein Plates, each with listed protein grams[1].
Weight loss often results in a loss of muscle mass, and added protein can help build back muscle. Most consumers consider protein healthy because it builds muscle, strength, and overall well-being and fitness[1]. However, it's important to remember the potential risks associated with excessive protein intake.
The Harvard School of Public Health advises that the average healthy person should not consume more than 2 grams of protein per kilogram of body weight[1]. As the focus on protein continues to grow, it's essential for individuals to make informed decisions about their protein intake, and for restaurants to provide diverse, nutrient-dense, and transparent protein options.
[1] Monica Amburn, IFIC senior director, food & nutrition. [2] Wendy Reinhardt Kapsak, president and CEO of IFIC. [3] 2025 IFIC Food & Health Survey. [4] The Harvard School of Public Health.
- In the realm of education and self-development, understanding protein needs and optimizing intake is essential for personal growth, particularly in health-and-wellness and fitness-and-exercise.
- Science plays a crucial role in innovating menu options to cater to various dietary preferences, such as offering nutrient-dense, high-quality proteins like eggs and plant-based proteins.
- To foster a well-rounded understanding of nutrition, restaurants can collaborate with science experts, such as nutritionists, to provide a balance of protein-rich options alongside information about potential health risks associated with excessive intake, promoting a balanced diet, health-and-wellness, and personal growth.
