CHICAGO, June 18, 2026 —Protein’s surging popularity among health-conscious consumers is hardly a secret. Lesser known are subtleties of the craze that could help food-away-from-home suppliers and operators sell more of the menu option.
That information gap was narrowed Wednesday during Day 2 of the Virtual Marketing & Sales Conference, an online educational forum presented by IFMA The Food Away from Home Association. Consistent with the online event’s mission of strengthening the sales and marketing acumen of every food-away-from-home component, participants were presented with proprietary research that showed why protein is currently so popular. The data also pointed to pockets of opportunity that have yet to be exploited.
The research, generated under the auspices of the Association’s Consumer & Operator Research Group (CORG), found that many consumers view protein content as a direct gauge of a menu option’s healthfulness. Asked what leads them to a particular dining option when trying to eat healthfully, 44% of the 1,500 consumers surveyed for the CORG research said it was an abundance of protein options on the menu.
The only attribute that scored higher was “higher quality ingredients.” Not even within the Top 8 responses were traditional better-for-you options like menu choices flagged as “low calorie” or “low fat..”
“Calories are nowhere near as important to consumers as grams of protein,” concluded Charlie McConnell, VP of industry insights, education and research and moderator of the session on healthy eating.
McConnell noted that 22% of consumers are so committed to raising their protein intake that they supplement their foods and beverages with additives like protein powders. “It’s almost like using protein as medicine,” he commented.
The high usage and acceptance of protein powders suggest an easy way for operators to sweeten their appeal to consumers hunting for protein-rich options: blend the supplements into current menu offerings, McConnell observed.
That opportunity is underscored by the data: 17% of the survey consumers said they want more options supplemented with a protein powder, yet only 9% of operators currently offer any.
What’s more, McConnell continued, the CORG research underscored a desire among consumers for disclosure of menu options’ protein content. Eighty percent of the consumer respondents said they would like information about an item’s protein content. Yet only 48% of the 400 operators surveyed for the same CORG study said they flag protein-rich selections on their bills of fare.
McConnell suggested that the public’s pent-up demand for more information about protein options provides another relatively easy way for operators to sharpen their appeal to protein hunters: Just flag the protein-rich items you’re currently offering.
He even speculated that the desire for guidance on healthful dining may be adding topspin to the popularity of GLP-1 appetite suppressants. The medications essentially eliminate the need to decide what to eat by lowering the volume of whatever’s consumed.
“Large Pharma has said, 'We have some guidance for you,’” said McConnell.
He drew from three CORG studies for his presentation: “GLP-1 Medications,” “Health Eating” and “Protein Away from Home,” which was based on surveys of both consumers and operators.
The studies are available for free to Tier 1 members of IFMA The Food Away from Home Association and the Association’s operator advocates. The reports are available to others for a fee.
The Virtual Marketing & Sales Conference was presented exclusively online this week. In addition to McConnell’s presentation, the event featured presentations on consumer preference trends, how the regulatory environment is affecting the food-away-from-home industry, and how to wield A1 for a marketing and sales advantage.
All sessions will be available for approximately 90 days, even for those who register after the event. More information is available here.