As protein continues to be a primary driver of food decision-making, new research from the National Frozen & Refrigerated Foods Association highlights a defining trend in today’s nutrition landscape: consumers are prioritizing protein while becoming more selective about how foods are processed and where nutrition comes from. Confidence in meeting nutrition goals remains high, as questions around food processing continue to influence how consumers think about nutrition.

The research shows that consumers overwhelmingly favor naturally protein-rich foods as their primary protein sources, with meat, eggs and dairy ranking among the most relied-upon options. 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 rather than heavily fortified alternatives.

Protein demand meets trust and familiarity

Interest in added protein is strongest in familiar, everyday categories such as snacks and pasta, cereals and bars, signaling opportunity for innovation that feels accessible and credible. At the same time, comparatively lower interest in protein-enhanced dairy alternatives underscores the continued strength of traditional frozen and dairy foods as trusted nutrition staples that align with consumer expectations.

Parents emerge as a highly engaged segment across protein-related measures, showing elevated interest in both added protein and vegetarian protein sources. These findings point to continued opportunity for brands and retailers to balance nutrition, convenience and clarity, especially for households navigating multiple dietary needs.

Ultra-processed foods awareness

The research also 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, reinforcing the importance of transparency, education and clear product positioning as scrutiny around processing continues.

Nutrition confidence and convenience

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, reinforcing the value of frozen and refrigerated categories that deliver nutrition alongside real-world practicality.

“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.”

Implications for the industry

Together, 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
• Heightened influence of parents and health-conscious shoppers in shaping category demand

Source: National Frozen & Refrigerated Foods Association