Circana: Americans Want Protein and Convenience

Protein continues to be a leading nutritional priority, with nearly half of adults (48%) seeking more protein in their diets, up 7 points from last year, according to new research from Circana.

Circana said this places protein second to vegetables among the items Americans want more of. “Among GLP-1 users, 65% are seeking more protein. GLP-1s have become the second-most common diet type, used by 8.5% of adults, up from 4.8% last year, while 46% of adults report being on a diet overall,” the research firm wrote.

And foodservice is responding: 12% of commercial foodservice meals are now described as "high protein.”

The data points to a nutrition gap, with adults consuming nearly double the recommended amount of protein each day, but less than half the recommended amount of fiber.

The research also noted that Americans are leaning into convenience for their meals. “Speed shapes daily eating. Half of all meals now take less than five minutes to prepare, a share that has climbed since 2021. This includes 65% of breakfasts, 56% of lunches and 35% of dinners… half of Americans eat breakfast away from home before 9 a.m., and early breakfasts are steadily growing. At home… frozen dinners and entrées now account for close to 5% of in-home occasions, up from less than 1% in the 1980s,” Circana wrote.

"Americans' eating and drinking patterns continue to evolve as they balance nutrition, convenience, cost and connection," said David Portalatin, senior vice president and food and foodservice industry advisor for Circana. "This year's report spotlights protein and convenience as two important themes within a much broader set of shifts influencing how and where people eat and drink. While away-from-home occasions continue to rebound, home remains the foundation of America's food culture."

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