What 1,000 Consumers Just Told Us About Protein

Consumers Look for Protein Outside the Sports Nutrition Aisle

Among surveyed participants, protein bars (74%) and beverages (66%) remain among the top food items purchased. That’s not surprising. However, items not often associated with the sports nutrition aisle make up a sizable portion of their protein eating habits.

More than half of participants (52%) said they recently purchased a protein-enhanced food or entree, including frozen dinners, soup, pasta and other main-course meal items.

And these products aren’t occasional purchases. Among participants who purchased protein-enhanced foods or entrées, 71% consumed them at least weekly, including 24% who consumed them daily.

Demand for protein is extending into everyday meals—from entrees to desserts to snacks and more—creating opportunities for formulators to consider new food categories and protein delivery vehicles.

More Protein Increases Consumer Purchase Intent

There are numerous studies and market data telling us that consumers want protein. Similarly, the 2026 Protein Ingredients Value Study shows a strong consumer preference for higher protein content:

• 77% said higher protein content is very or extremely important when purchasing protein-enhanced products.
• 86% said they would probably or definitely purchase a protein-enhanced food or beverage with higher protein content than similar products.

Consider two comparable products on the shelf, one providing 15 grams of protein per serving and another providing 16 grams. The study suggests that 86% of consumers may favor the higher-protein product, making even incremental increases in protein worth considering during your formulation development.

Consumers Want to See Shorter, More Familiar Ingredient Lists

The number of protein grams isn’t the only information consumers look for on labels. Among consumers who look for protein on labels, 55% want it clearly listed in the ingredients.² Consumers are also looking for simplicity. In the 2026 Hanover study:

• 67% said a simple ingredient list was very or extremely important when purchasing protein-enhanced products.
• More than half (56%) said the same about having fewer ingredients overall.
• 80% would purchase a product if protein enabled fewer ingredients.

The study also asked consumers what “clean label” means to them. Their responses centered on:

• Shorter, simpler ingredient lists
• Recognizable ingredients
• The absence of artificial additives, preservatives and chemicals
• Fewer fillers, including gums or starches

Consumers Read Ingredient Statements

Other research reinforces the attention consumers give food labels. A NSF survey found that 83% of Americans read ingredient labels before purchasing a food product.³ Nearly three in four reconsider a purchase after reviewing the ingredient list, according to Innova Market Insights.⁴

Ingredient familiarity can influence those perceptions, too. Research finds that unfamiliar ingredients may be perceived as chemicals or artificial ingredients by consumers.⁵

What if a protein ingredient could achieve the same results?

For your R&D teams, the latest research points to two strong consumer priorities that can coexist: higher protein content and a simpler ingredient statement. Formulation strategies that address both could help manufacturers capitalize on protein-driven purchase intent while creating the type of label consumers increasingly prefer.

Consumers Prefer Whey Protein Concentrate

Whey protein continues to be the consumer-preferred protein on labels.

The 2026 study found that 87% of consumers are familiar with whey protein concentrate (WPC). Among them, 69% reported a somewhat or very favorable impression of it.

The research also found that consumers associate WPC with the following benefits:

These findings suggest WPC carries a positive perception that extends beyond the nutrition facts panel. Consumers associate the ingredient itself with protein as well as quality, taste and texture. That combination creates an opportunity to evaluate WPC for both its consumer-facing value on the ingredient statement and its functional role within the formulation.

Whey Protein Concentrate Can Do More Than Add Protein

Consumers appear receptive to protein taking on a larger role in the formulation. In the Hanover Research study, 77% found the idea of using protein appealing when replacing ingredients typically used for taste or texture.

Functionality Depends on the Whey Protein Ingredient

Replacing a starch, gum or stabilizer requires an ingredient capable of performing a similar function in the food system. Depending on the ingredient, application and processing conditions, functional whey proteins can contribute to:

• Viscosity development
• Water holding capacity
• Emulsification and stabilization
• Texture and mouthfeel
• Syneresis reduction
• Fat mimetic properties
• Protein enrichment

It’s important to note that not all whey proteins perform the same in food systems. Processing differences can change protein structure and folding patterns and can lead to significant changes in functionality. A truly functional WPC needs to have the right performance throughout processing and application conditions. That’s why many commodity whey proteins fall short — they’re not optimized for functionality such as heat stability and water holding capacity.

How whey protein concentrates are made matters. And when comparing whey ingredients for use in food systems, it’s important to look at their functional properties as much if not more than their nutritional contribution.

Key Takeaways for Food R&D Teams

For your R&D teams, the 2026 consumer study on protein creates several formulation considerations:

1. Look for opportunities to increase or maintain protein. With 86% indicating purchase intent for a higher-protein option compared with similar products, even incremental gains may provide meaningful differentiation.
2. Evaluate the ingredient statement during reformulation. Consider whether functional whey protein ingredients can perform multiple roles and potentially reduce the total number of ingredients required.
3. Consider protein functionality alongside protein content. Functional whey proteins can contribute properties such as viscosity, water holding, stabilization, texture and mouthfeel depending on the ingredient and application.
4. Protect sensory performance. Ingredient simplification still has to deliver the eating experience consumers expect.
5. Evaluate whey proteins for the specific food system. Protein concentration alone does not determine performance. Processing tolerance and the functionality required in the finished application should guide ingredient selection.

This expands the protein conversation from "How much protein can we add?" to "How much can our protein ingredient do?"

Download the 2026 Protein Ingredients Value Study for additional insights to help you evaluate protein through a wider formulation lens.

Grande Custom Ingredients Group is an innovator in the whey protein industry, developing functional ingredients specifically for food and beverage applications. By preserving and optimizing whey protein functionality, these ingredients can help R&D teams address formulation objectives ranging from protein enrichment to viscosity, texture, mouthfeel and moisture management.

Contact our team of food scientists and R&D specialists to explore which functional whey ingredient can deliver the nutrition and performance you’re trying to achieve in your formulation.

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FAQ: 2026 Protein Ingredients Value Study