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July 9, 2025
More Than Half of Younger Adults Want to Eat More Protein, (% of US adults who aim to eat more protein, by generation, April 2025)
Methodology
Data is from the July 2025 Bain & Company "US Consumer Pulse Survey" as cited in "Peak Protein? Not Even Close." 1,500 US adults ages 18+ were surveyed during April 2025.Featured In
Gen Z and millennials fuel the rising demand for proteinPepsiCo touts chips made with ‘real potatoes’ as it scrambles to keep up with food trendsPepsiCo commits to cut its SKU count by 20% across its US businesses, pare its workforceStarbucks looks to afternoons to unlock new traffic, salesDanone buys Huel to double down on protein boomHigh-protein offerings coax cautious consumers into spendingSources
Chart Title
More Than Half of Younger Adults Want to Eat More Protein, (% of US adults who aim to eat more protein, by generation, April 2025)Publication Date
July 9, 2025