Consumers confused about protein consumption

by Keith Nunes
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CHICAGO — Despite saying they want to get more protein into their diets, a majority of consumers are unsure about how much they should be consuming on a daily basis, according to The NPD Group.

In a new report titled “Protein perceptions and needs,” The NPD Group found that 71 percent of the 2,211 primary grocery shoppers surveyed could not identify the recommended daily amount of protein. It is 46 grams for adult females and 56 grams for adult males, according to the US Department of Agriculture.

Sixty-four per cent of the consumers surveyed said they measure their protein intake by “eyeing” it. The consumers also said they use health web sites, doctors and food labels as the top sources of information for recommended protein intake levels.

“Consumers say that they want more protein in their diets, but it’s clear that they lack an understanding of how much they actually need,” said Darren Seifer, NPD food industry analyst. “This is an opportunity for food marketers to educate consumers on the recommended daily allowance and, at the same time, promote the protein in their products.”
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