Consumers favor whole-food protein over shakes survey finds

CHICAGO — As protein continues to play a central role in consumers’ health and wellness routines, new research commissioned by Pre Brands suggests Americans are increasingly favoring whole-food protein sources over processed alternatives such as powders, bars and shakes.

The survey of 2,000 U.S. adults found that 85% believe whole-food protein is healthier than protein from processed products, while 79% said it is more satisfying and 74% said it is more filling. Nearly two-thirds (65%) said they would rather eat clean, minimally processed protein than drink a protein shake.

“Consumers increasingly want protein that comes from recognizable, minimally processed foods that fit into a balanced lifestyle,” said Nicole Schumacher, chief marketing officer of Pre Brands. “That shift in how people think about protein is shaping what ends up in their grocery carts and on their plates.”

The findings point to a broader consumer preference for foods perceived as natural, transparent and minimally processed. Among respondents who choose protein bars, shakes or powders less frequently, the leading concerns were cost (31%), taste (24%), feeling too processed (22%), and not feeling “real” (22%).

The survey also explored how consumers define premium protein. High-quality nutrition topped the list at 42%, followed by whole and real-food ingredients (29%) and superior cuts or texture (27%). Flavor emerged as the strongest driver of whether a protein is viewed as premium, cited by 52% of respondents, while 50% pointed to nutritional quality.

Beef scored strongly across those measures. Forty-four percent of respondents said beef delivers the best taste among protein sources, slightly ahead of chicken at 42%. Nearly one-third (29%) identified beef as the most premium protein overall, more than double the share for chicken, seafood or eggs. In addition, 31% said beef is the most functional protein for helping achieve health and fitness goals, while 65% reported getting protein from beef in a typical week.

The survey found particularly strong support among male consumers. Men were more likely than women to view beef as a premium protein, to associate it with superior taste and to consider it a functional choice for fitness and performance. Fifty percent of men said beef offers the best taste of any protein source, 36% viewed it as the most premium option, and 35% identified it as the most functional protein for health and fitness goals.

Across generations, beef maintained broad appeal, with 67% of Millennials, Generation X consumers and Baby Boomers each reporting they consume beef as a source of protein during a typical week.

“People are looking for protein that delivers on taste and quality without compromise,” Schumacher said. “That is the standard Pre holds itself to, and it is clearly what consumers are asking for.”

The survey was conducted online by Atomik Research on behalf of Pre Brands between May 1 and May 4 and included 2,000 U.S. adults. The results carry a margin of error of ±2 percentage points.