Consumers prioritize naturally protein-rich foods like meat, eggs and dairy over heavily fortified alternatives, according to new research from the National Frozen & Refrigerated Foods Association.
The Harrisburg, Pennsylvania-based trade association found that while interest in added protein remains strong, particularly among parents, health-conscious shoppers and middle-income households, consumers consistently place greater trust in foods they perceive as inherently nutritious.
Protein innovation opportunities in familiar categories
Interest in added protein is strongest in familiar, everyday categories such as snacks, pasta, cereals and bars. Comparatively lower interest in protein-enhanced dairy alternatives underscores the continued strength of traditional frozen and dairy foods as trusted nutrition staples.
Parents emerge as a highly engaged segment across protein-related measures, showing elevated interest in both added protein and vegetarian protein sources. The findings point to continued opportunity for brands and retailers to balance nutrition, convenience and clarity, especially for households navigating multiple dietary needs.
“This research highlights an important opportunity for the frozen and dairy categories,” said Kate Landis, senior director of marketing at NFRA.
“Consumers are prioritizing protein and nutrition, but trust and familiarity increasingly shape their choices. Frozen and dairy foods are well positioned to meet protein needs while supporting confidence, convenience and transparency.”
Growing awareness of ultra-processed foods
The research highlights growing consumer awareness of ultra-processed foods, with most adults associating the term with additives, artificial ingredients and negative health attributes. Familiarity with ultra-processed foods is highest among Baby Boomers, higher-income consumers and health-conscious shoppers.
Despite evolving concerns around food processing, optimism remains strong. Most adults say they plan to focus on better nutrition in the year ahead, and nearly all of those consumers feel confident in their ability to meet those goals. Convenient, healthy foods and easy-to-execute recipes rank as the most helpful tools.
Industry implications
The findings point to several key considerations for brands and retailers: continued strength of naturally protein-rich foods over heavily fortified options, ongoing need for clear communication and education around processing and nutrition, strong alignment between convenience, confidence and nutrition goal-setting, and heightened influence of parents and health-conscious shoppers in shaping category demand.
NFRA represents all segments of the frozen and refrigerated foods industry. The association sponsors national promotions ReDiscover Dairy and Frozen in January, March Frozen Food Month, June Dairy Month and Summer Favorites Ice Cream & Novelties in June and July.
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