Consumers have an on-again-off-again love affair with protein, as high-protein diets come into and out of fashion. But right now, protein is the star nutrient on menus, and that love is powering strong demand.
According to data from the 2025 IFIC Food & Health Survey conducted by the International Food Information Council, 71% if Americans are trying to consume more protein—up from 67% in 2023 and 59% in 2022.
“Protein is riding a wave of popularity, powered by trends in weight management, fitness and healthy aging,” said Wendy Reinhardt Kapsak, president and CEO of Washington, D.C.-based IFIC, in a statement. “Our data show it is the most sought-after nutrient, the most followed eating pattern and the top characteristic consumers use to define a ‘healthy’ food.'"
In an interview with Restaurant Business, registered dietitian nutritionist Carolyn O’Neill said most consumers consider protein healthy because it builds muscle, strength and overall well-being and fitness. But when it comes to how much protein to consume each day, 79% of Americans report they are either unaware (53%) or unsure (26%) of the amount, according to the IFIC survey.
Even among the 20% who believe they know their daily protein target, more than half think it should be 50 grams or less—an amount below what many adults actually need. The current Recommended Dietary Allowance (RDA) is 0.8 grams per kilogram of body weight, which translates to 54-73 grams per day for adults weighing 150-200 pounds, and more for those who are active, managing health conditions or taking popular GLP-1 weight loss medications like Wegovy and Ozempic. Weight loss causes a loss of muscle mass, and added protein builds back muscle, said O’Neill.
A few words of caution here: Consuming too much protein can be bad for your health. Very high protein diets can increase the risk of kidney stones, and if red meat is a major source of that protein, it may lead to heart disease. The Harvard School of Public Health advises that the average healthy person (who is not an elite athlete or body builder) should max out at 2 grams protein/kilogram of body weight, or about 125 grams/day for someone weighing 140 pounds.
How can restaurants steer customers to the healthiest and most convenient protein choices? The IFIC survey found that 55% of people prefer eating protein at dinnertime, while 44% choose breakfast and 42%, lunch.
Restaurants that are emphasizing protein on their menus can also provide educational tools and guidelines. Earlier this year, quick-service mega-chain Panda Express launched five Balanced Protein Plates, each of which is listed with the grams of protein in a serving. For example, the Harmonious Macros Plate with Grilled Teriyaki Chicken and Broccoli Beef with Super Greens provides 57 grams of protein.
Snooze A.M. Café, the Denver-based full-service breakfast-and-lunch concept, rolled out Protein Pancakes in January after repeated guest requests. They clock in at 32 grams protein per serving, and joined the Protein Trio Omelet on the menu. Just this month, the chain introduced Almond Butter Coconut Porridge made with slow-cooked grains and coconut milk, and topped with almond butter and berries for seekers of plant-based protein.
“While our research shows repeated enthusiasm for this important macronutrient, there is a gap between what people say they are doing and what they know when it comes to their protein goals,” said Monica Amburn, IFIC senior director, food & nutrition, in a statement. "Many Americans would benefit greatly from tools to understand how much they need and why they need it, as well as what foods and beverages contain protein and how to optimize their intake.”
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