May 9, 2025
In our latest research report, we dive into consumer perceptions of the F&B industry to compare what consumers want against what they actually buy.
Fairlife, Quest, Siggi’s, Khloud. These are just a few of the hundreds of protein snacks rapidly gaining popularity amidst a recent wave of protein mania.
This oversized interest in protein comes at a time when a subset of Americans are increasingly concerned with what’s in their food, how it’s prepared, and macro vs. micro nutrients.
But just because shoppers want high protein foods doesn’t mean they’re actually buying them. Complicating the F&B landscape is an anxious economy where the dollar doesn’t go as far as it used to, and grocery prices are high and set to rise further.
Given the many factors muddying grocery purchasing behaviors, it’s hard to know what to bet on as a food & beverage company.
Do you prioritize healthy ingredients, high protein, no seed oils? Or do you invest in inexpensive frozen food and snack items to accommodate tighter budgets?
In May 2025, we used Knit to find out, surveying nearly 600 Americans about their recent preferences and purchasing behaviors in F&B.
In this report summary, we’ll uncover:
And more.
People are spending more time in their kitchens this year. Nearly half report cooking more often in 2025 than in years previous.
According to our research, “cooking at home” doesn’t just mean throwing a frozen pizza in the oven. Eighty-one percent report primarily preparing meals from scratch, with 60% doing so at least once a week.
That being said, frozen meals aren’t dead. Forty-one percent of people still rely on frozen dinners at least once a week. But meal kit boxes – HelloFresh, Factor, Blue Apron – aren’t a go-to option for many. Only 10% of people use a meal delivery service weekly.
Dining out is down, but 28% still treat themselves once a week, and 43% at least once a month.
While home cooking is on the rise, convenience is still a huge driver for snack choices. Nearly 60% of people say they indulge in packaged snacks like cookies and chips on at least a weekly basis, with 25% indulging daily.
Our research shows that over half of shoppers make purchases based solely on protein content, with 52% reporting that a claim of “high protein” on a snack package influences them to buy more than anything else.
A whopping 83% prioritize getting more protein in their diets over any other type of nutrient.
People focus more on protein than vitamins and minerals, fiber, antioxidants, and – paradoxically – even whole foods, which are most likely to naturally contain a healthy combination of necessary macro and micro nutrients.
High protein is more attractive to consumers than claims like “natural”, “no artificial ingredients”, “no added preservatives”, “low sugar”, “whole grain”, “sugar-free”, “low carb”, and the former reigning champ: “organic.”
If you’re going to advertise anything about your product right now, it’s far and away best to highlight protein content.
The most popular health-conscious brands in our survey – Chobani, KIND, and Fairlife – each emphasize high protein content.
On the flip side, F&B companies should avoid including Red Dye 40 in snacks and drinks at all costs: 73% say they have a negative perception of the additive.
Despite recent controversy surrounding seed oils, only 23% feel negatively about canola, sunflower, or soybean oils.
Most (72%) feel neutral or even positively towards them, indicating the backlash toward seed oils overall appears to have either died down or been largely overblown.
While the protein craze rages on, the bottom line is that almost everyone (90%) buys what tastes good.
Health and cost do contribute to the equation, but people are driven by their reward systems at an essential level, and the data bears this out.
That being said, cost comes in at a close second, with 70% reporting that cost is one of the top 2 most important factors they consider when making a purchase.
Health benefits rank third on the list of purchasing considerations (54%).
After general health, people buy food based on convenience, natural ingredients, and, of course, high protein content.
The sweet spot is an affordable snack that tastes good and contains simple ingredients. Seventy-three percent of respondents report prioritizing food and beverages with a short list of ingredients they can actually recognize over all else.
Functional foods with added health benefits are attractive to 62% of consumers, but they come second to simplicity.
More than half (54%) avoid products with artificial additives, while 42% typically go with the more sustainable option when given the choice. In general, people see any processed foods as unhealthy, and typically try to avoid them due to genuine concerns about increased health risks.
Interestingly, nearly a third (31%) of consumers are more likely to buy snacks and beverages with interesting packaging designs.
When it comes to trying new things, opinions are split. Twenty-one percent of respondents trust emerging or new brands more than established brands, while 36% trust products from brands they recognize.
What’s happening in F&B right now isn’t just about protein or price. It’s about tradeoffs.
Consumers say they want high-protein, clean-label, better-for-you foods. But what they actually buy depends on something deeper: a mix of instinct, habit, and whatever their budget allows for. That’s why 90% still optimize for taste, even as they scroll through TikToks about seed oils and macros. It’s not hypocrisy; it’s the human condition.
The mistake F&B companies make is thinking they need to bet everything on one axis: protein, cost, sustainability. But the best ideas rarely come from choosing one thing and doubling down.
They come from noticing what people are doing before they’ve rationalized it. Right now, the sweet spot is something that tastes good, doesn’t cost much, and keeps things simple. Avoid red flag ingredients, but don’t stress too much about seed oils. People aren’t going to write off a snack that tastes good and comes cheap if it has a couple extra preservatives, but they may put it back on the shelf if they see Red Dye 40.
The key is to understand that most consumers are making compromises all the time. They have their hard lines, but they’re also unlikely to go out of their way to buy an expensive snack with only three ingredients from a new brand if they can get a high protein (albeit highly processed) product from a beloved brand they’ve trusted for decades.
The most successful brands will be the ones that don’t just follow the data, but understand the contradiction it reveals: we want to be better, but we still eat like ourselves.
Want insights like these in a week or less? Chat with our team.
