STUDY OVERVIEW
Our latest data highlights a shift toward intuitive, holistic nutrition. Health-engaged consumers are moving away from restrictive diets and complex tracking in favor of high-yield protein and fiber whole foods that support performance, daily energy, and healthy aging.
This report answers key questions around how protein and fiber consumption are evolving across generations, the primary benefits and barriers consumers face when seeking out these nutrients, and how high-intent consumers are prioritizing protein and fiber in their daily routines.
Contents:
- Background, Methodology, Executive Summary, Key Takeaways
- Protein & Fiber Overview: This chapter establishes macro trends in nutrient intake, profiling high-intent “increasers” who actively boost both protein and fiber for performance, daily energy, and longevity.
- Behaviors and Attitudes: This chapter explores how consumers navigate daily nutrient goals, information channels, whole food sources versus supplements, and the core benefits or friction points surrounding protein and fiber.
- What is New in Q2: Explore trended data highlights covering overall health engagement, shifting fitness motivators, evolving dietary restrictions, and habit satisfaction for Q2 2026.