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    Consumers Want More Protein; Unsure of Proper Amount

    Opportunity for marketers to educate shoppers, promote products

    U.S. consumers want to add more protein to their diets, but 71 percent are unsure of the recommended daily amount they should be eating, according to new research from The NPD Group.

    While the majority of consumers lack knowledge regarding proper protein consumption, nearly two-thirds say they meet or exceed the recommended daily amount, NPD’s “Protein Perceptions and Needs” report found.

    The 29 percent of consumers who say they don’t know the recommended amount cited an estimated average of 66 grams of protein per day, a slight departure from the 46 grams per day for females and 56 grams for males, based on USDA guidelines.

    “Consumers say that they want more protein in their diets, but it’s clear that they lack an understanding of how much they actually need,” said Darren Seifer, food industry analyst for Port Washington, N.Y.-based NPD. “This is an opportunity for food marketers to educate consumers on the recommended daily allowance and, at the same time, promote the protein in their products.”  

    The report also found that consumers look to health websites, doctors and food labels as the top sources of information for recommended daily intake of protein.

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