This report presents the results of a survey conducted among 1,009 adults in the United States in November 2020, which aimed to understand consumer viewpoints and purchasing behaviors related to plant and animal protein choices. The majority of respondents (76%) identified as omnivores, while smaller percentages identified as vegetarian, pescatarian, vegan, or other. Most people try to include protein in their diet at dinner and lunch, but far fewer try to include it with snacks and dessert. The top reason for protein consumption cited by respondents was to ensure a balanced diet (42%). Other reasons included satisfying hunger, building muscle health/strength, meeting dietary requirements, improving physical appearance, increasing protein intake, managing blood sugar, and improving athletic performance.
