A new national survey of 2,000 U.S. adults commissioned by Pre Brands finds that consumers strongly prefer real, whole‑food protein sources over processed alternatives.
Eighty‑five percent of respondents say whole‑food protein is healthier than protein from processed products, 79 percent say it is more satisfying, and 74 percent say it is more filling. Nearly two‑thirds (65 percent) say they would rather eat clean, minimally processed protein than drink a shake.
“Consumers increasingly want protein that comes from recognizable, minimally processed foods that fit into a balanced lifestyle,” said Nicole Schumacher, CMO of Pre Brands. “That shift in how people think about protein is shaping what ends up in their grocery carts and on their plates.”
When asked what “premium protein” means to them, consumers most often cited high‑quality nutrition (42 percent), followed by whole and real‑food ingredients (29 percent) and superior cuts or texture (27 percent). Flavor is the single strongest driver, named by 52 percent of respondents, followed closely by nutrition quality at 50 percent.
Beef performs strongly against those attributes. Forty‑four percent say beef delivers the best taste of any protein, narrowly ahead of chicken at 42 percent. Twenty‑nine percent say beef feels like the most premium protein overall – more than double chicken (16 percent), seafood (12 percent), or eggs (12 percent). Thirty‑one percent say beef is the most functional protein for health and fitness goals, and 65 percent say they typically get protein from beef in a given week. Beef leads all proteins at lunch (58 percent) and dinner (74 percent), making it the anchor protein of America’s most important eating occasions.
Among those who choose protein bars, shakes, or powders less frequently, the top barriers are cost (31 percent), taste (24 percent), feeling too processed (22 percent), and not feeling “real” (22 percent) – attributes that consumers consistently associate with beef.
The findings resonate particularly among men, who are more likely than women to get protein from beef in a typical week (71 percent vs. 60 percent), view beef as the most premium protein (36 percent vs. 23 percent), and name it the most functional protein for health and fitness goals (35 percent vs. 28 percent). Across generations, beef’s appeal holds steady, with 67 percent of Millennials, Gen X, and Baby Boomers each reporting they typically get protein from beef in a given week.
For independent grocers, the survey reinforces the value of merchandising beef as a premium, whole‑food protein. Signage highlighting “100 percent grass‑fed,” “no added hormones,” or “minimally processed” aligns with what shoppers say they want. Cross‑merchandising beef with fresh vegetables, marinades, or grilling accessories can reinforce the whole‑food message. With 65 percent of shoppers already buying beef weekly, independents should ensure their meat cases are well‑stocked with visible quality cues. The strong preference for whole‑food protein also suggests that protein shakes and bars are best positioned as supplemental items, not replacements for the meat case.
About Pre Brands
Pre Brands is a provider of 100 percent grass‑fed and grass‑finished premium lean beef, sourced from New Zealand and Australia. Its products are Non‑GMO Project verified, Halal compliant, and Whole30, Paleo, and Keto certified, available nationwide at grocery, club and e‑commerce channels.