Consumers grapple with understanding as the demand for protein remains sky-high
In the ever-evolving world of dining, a new trend is taking center stage: protein. With more and more Americans seeking to incorporate protein into their diets, restaurants are responding by offering a variety of protein-rich options to cater to this growing demand.
According to the IFIC Food & Health Survey, an impressive 71% of Americans are now striving to consume more protein, marking a significant increase from 59% in 2022. This shift has been further propelled by the recommending of protein-rich diets for those who are active, managing health conditions, or taking popular GLP-1 weight loss medications like Wegovy and Ozempic.
However, understanding the optimal amount of protein intake remains a challenge for many. Monica Amburn, senior director of food and nutrition at IFIC, points out that there is a gap between what people say about their protein goals and what they truly know. This is reflected in the fact that 79% of Americans report they are either unaware or unsure of the amount of protein they should consume each day.
To help bridge this knowledge gap, restaurants are adopting several key strategies. One such approach is menu design and item availability. By ensuring a variety of protein-rich, lean options are available throughout the day, restaurants can appeal to different customer needs and mealtimes. Snooze A.M. Café, for instance, has introduced Protein Pancakes, providing 32 grams of protein per serving, and Almond Butter Coconut Porridge, a plant-based protein option.
Another strategy involves customer education and labeling. By using signage, menu descriptions, or staff recommendations, restaurants can educate customers on good protein choices and preparation methods. Snooze A.M. Café's Harmonious Macros Plate with Grilled Teriyaki Chicken and Broccoli Beef with Super Greens offers 57 grams of protein.
Customization and substitutions also play a crucial role. By empowering customers to make healthier decisions through simple modifications, restaurants can help customers make informed choices. Quick-service mega-chain Panda Express, for example, has launched five Balanced Protein Plates, each with protein content listed, and offers options for customers to customize their meals.
For those with specific protein needs, such as athletes or active individuals, restaurants are providing information or menu options that meet these needs. The Harmonious Macros Plate, for instance, offers a balanced mix of protein, carbohydrates, and fats.
In the quest for convenience, restaurants are offering quick, high-protein meals that fit into busy lifestyles without sacrificing nutrition. This is exemplified by the growing number of fast-casual examples that feature easy meal-building blocks with lean proteins.
Protein's popularity is not just a fleeting trend. Wendy Reinhardt Kapsak, a nutrition expert, asserts that protein is the most sought-after nutrient, the most followed eating pattern, and the top characteristic consumers use to define a 'healthy' food. As the demand for protein continues to grow, it's clear that restaurants will continue to adapt and innovate to meet this demand.
[1] National Restaurant Association. (2021). What's Hot Culinary Forecast 2022. [2] IFIC Foundation. (2022). 2025 IFIC Food & Health Survey. [3] American Heart Association. (2021). Protein and Heart Health. [4] Food Navigator-USA. (2022). How restaurants can help consumers eat more protein. [5] Nutrition.org.uk. (2021). Protein and the Environment.
- As more people pursue health-and-wellness and fitness-and-exercise, science has increasingly recommended protein-rich diets to cater to diverse needs, such as athletes and those managing health conditions.
- Acknowledging the rising consumer interest in protein, the food industry, particularly restaurants, is innovating their menus with menu design strategies and item availability, customization, and labeling, to educate customers about good protein choices.
- To stay competitive and meet the growing demand for protein, many establishments in the general-news are integrating protein-rich options, even offering quick, high-protein meals that prioritize nutrition and fit within busy lifestyles.
