A Modern Take on Protein Nutrition Meets Evolving Consumer Perceptions

Protein is an essential nutrient that supports many critical aspects of health across the lifespan. The scientific report from the 2025 Dietary Guidelines Advisory Committee found that certain subgroups, particularly adolescent females, young women and older adults, are at a higher risk of not consuming the recommended amount of dietary protein. The new 2025-2030 Dietary Guidelines for Americans prioritize a serving of protein with each meal and recommend a healthy range of protein intake for adults of 1.2-1.6 g protein per kg body weight per day. Data from the 2025 Food and Health Survey conducted by the International Food Information Council (IFIC) show that consumer interest in protein has risen dramatically in the last decade, as consumers increasingly report following a high-protein diet and use the protein content of food as a marker for healthfulness. Despite an increase in consumer interest in protein, there is still limited understanding of how healthcare professionals can effectively support increased intake of protein sources among at-risk populations. Past research shows that protein-fortified foods can be used to supplement protein intake in randomized controlled trials that have demonstrated positive health outcomes in study participants. However, many of these foods are considered highly processed which leads to debate regarding their role in healthy dietary patterns. This Perspective examines consumer perceptions around protein intake and highlights the role of healthcare professionals in providing tailored guidance on protein food choices.