293: New Protein Research: How and Why Are People Prioritizing It? – Lucy Woods

Full shownotes, transcript and resources here: https://soundbitesrd.com/293

Food ethnographer Lucy Woods has spent the last several years diving deep into the evolving landscape of protein consumption. Lucy’s expertise lies in uncovering the “why” behind the ways people eat, with a specific focus on protein – from red meat and poultry to plant-based options and protein-packed snacks. Her recent research revealed that 61% of Americans increased their protein intake in 2024, compared to just 48% in 2019. She’s been on the ground, listening to consumers share their motivations, from wellness and fitness goals to convenience and indulgence.

Tune in to this episode to learn about:

● new ethnographic research on protein consumption trends

● shifts in identifying as flexitarian, omnivore or carnivore

● 3 key trends identified in this research

● different motivations for eating protein

● why people are including and/or increasing protein intake

● the types of protein people are seeking

● which types of protein rank highest for flavor, nutrition, convenience

● what people look for on protein food labels

● social micro cultures and their impact on protein trends

● snacking insights and product innovations

● how consumers are navigating higher grocery prices

● how to access the full report