Protein is a cornerstone of nutrition, essential for muscle growth, immunity and overall health. However, the way consumers perceive and source their protein varies. For Canadians, the choice of protein-rich foods matters, spanning options like meat, dairy and plant-based alternatives.
This report delves into what Canadians value when it comes to protein and the foods they prefer. Its goal is to equip brands with insights into these preferences, offering both a broad overview and more detailed analysis across key consumer segments. These segments include generational and gender differences, as well as distinctions between newer and established Canadians. The report also examines how dietary habits (eg vegetarian vs omnivore) and interest in GLP-1 medications influence attitudes toward protein. The findings reveal how these factors shape consumer behaviours and perceptions, providing guidance for optimizing product development and marketing strategies.
Protein remains a near universal consideration in consumers’ diets, presenting ongoing opportunities for brands. By understanding the nuances of how Canadians approach protein, companies can better position themselves for success in this dynamic space.
This report looks at the following areas:
- Interest in and usage of GLP-1 medications, and their influence on perceptions of proteins and nutrients.
- Explore Canadians’ views on protein: Do they feel they consume enough? When are they more likely to prioritize protein in their diets?
- Examine the popularity of animal-based foods versus plant-based alternatives, and how consumption patterns have evolved.
- Identify preferred protein sources among consumers.
- Analyze how perspectives on protein vary across demographics, including generation, gender, and between newer and established Canadians.
- Review of product launches that are high-in-protein.
Protein is key for consumers when making food choices. However, differences in how much it matters, where they get it, and why they value it reflect opportunities.
Joel Gregoire, Associate Director of Food & Drink Reports
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EXECUTIVE SUMMARY
- What you need to know
- Market predictions
- Opportunities
- What consumers want & why
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THE MARKET
- Market drivers
- Inflation ticks up to 1.9% in June
- Graph 1: annual change in CPI and retail food prices by month, 2019-25
- Volatile meat prices can dissuade consumption
- Graph 2: monthly annual change in meat and dairy prices, June 2024 to June 2025
- Canadians express concern over tariffs when it comes to meat
- Graph 3: concern about the affect of tariffs by category, 2025
- President Trump focuses on Canada’s supply management system
- New policies aim to limit immigration and slow population growth
- South Asia, particularly India, plays a major role in driving immigration to Canada
- Graph 4: share of recent immigrants by country of birth, 2016 vs 2021
- Immigration is pivotal to a stable population in Canada
- Graph 5: projected population growth, 2024/25-44/45
- Climate change remains a pressing concern for many Canadians
- Graph 6: concern over select issues, 2025
- Global average temperatures point to a warming planet
- Graph 7: global land-ocean temperature index, 1973-2024
- ‘Heatflation’ and ‘sogflation’: more frequent extreme weather events lead to concern over price increases
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CONSUMER INSIGHTS
- Consumer fast facts
- GLP-1 medication usage
- Why GLP-1 medications matter
- Usage and interest in taking GLP-1 medications should be placed in context
- Younger consumers are more likely to drive future growth in GLP-1 usage
- Graph 8: interest in and usage of GLP-1 medications, by generation, 2025
- Obesity rates among younger adults show a sharp increase
- Graph 9: percentage of individuals with a self-reported obese body mass index, by age group, 2015-22
- GLP-1 medications: looking ahead
- Perceptions about protein
- Perceptions about protein – takeaways
- Gain an advantage with quality protein solutions
- Graph 10: perceptions of protein intake, 2025
- It’s important to cater to how Canadians eat
- Graph 11: dietary preferences, 2025
- Vegetarians often require additional support to boost their protein intake
- Graph 12: do consumers get enough protein, by dietary preference, 2025
- Types of proteins eaten
- The importance of animal-based protein endures
- Graph 13: types of protein eaten, 2025
- Are plant-based meat substitutes losing their shine?
- Graph 14: types of protein eaten, 2022 vs 2025
- Younger generations contribute to reported softening in dairy cheese consumption
- Graph 15: dairy and plant-based cheese eaten, by generation, 2025
- Decline in meat consumption is a clear concern
- Graph 16: change in consumption over the last 12 months, 2025
- The importance of protein consumption
- Half of consumers consider protein when choosing foods
- Dinner is prime-time for protein
- Graph 17: occasions when consumers are more likely to consider their protein intake, 2025
- Vegans, vegetarians and flexitarians consider protein at earlier dayparts
- Graph 18: occasions when consumers are more likely to consider their protein intake, by dietary preference, 2025
- Occasions and protein – takeaways
- Protein supports dietary balance and plays a key role in building strength
- Graph 19: most important reasons for getting enough protein, 2025
- Consumers strongly associate protein with weight management
- Graph 20: attitudes toward eating habits and protein, 2025
- Protein should play a balanced role in promoting weight management
- Education is key in promoting protein awareness
- Graph 21: barriers to getting enough protein, 2025
- Protein’s appeal lies in supporting a quality diet
- Graph 22: attitudes toward purchase considerations and protein, 2025
- Measuring protein quality
- Plant-based protein
- More commonly-known sources of plant-based protein dominate
- Graph 23: preferred sources of protein in plant-based foods, 2025
- Little movement in preferred sources of plant-based protein
- Graph 24: preferred sources of protein in plant-based foods, 2023 vs 2025
- Plant-based proteins in action
- Many are cutting back on meat, but that doesn’t necessarily boost novel plant-based alternatives
- Graph 25: attitudes toward animal and plant-based proteins, 2025
- Challenges and the path forward for plant-based meat substitutes
- Looking ahead: interest in cultured meat and dairy alternatives is tepid among Canadians
- Graph 26: have tried or would be interested in trying food or drink that is grown from cells in a laboratory (eg meat or dairy grown from animal cells), 2023
- Could necessity drive greater consumer acceptance of cultured meat alternatives over time?
- Graph 27: usage of or interest in plant-based and cultured meat alternatives, 2023
- GLP-1 medication users and protein
- GLP-1 medication users and protein – key takeaways
- Cater for GLP-1 users protein and nutrient demands
- Graph 28: attitudes towards protein’s importance (any agree), GLP-1 medication users vs overall, 2025
- Vital Pursuit by Nestle: solutions for GLP-1 users
- Balance protein with other macronutrients to address the needs of GLP-1 users
- Graph 29: perceptions of protein intake, GLP-1 medication users vs overall, 2025
- GLP-1 medications can support the growth of plant-based proteins
- Graph 30: types of protein eaten, GLP-1 medication users vs overall, 2025
- Cereal and cottage cheese are particularly appealing protein sources for GLP-1 users
- Graph 31: appealing sources of protein, GLP-1 medication users vs overall, 2025
- GLP-1 users consider protein across more dayparts
- Graph 32: occasions when consumers are more likely to consider their protein intake, GLP-1 medication users vs overall, 2025
- Generations and protein
- Generations and protein – key takeaways
- Younger generations are less likely to follow a “meat-centric” diet
- Graph 33: dietary preferences, by generation, 2025
- Younger generations are critical to plant-based alternatives’ success
- Graph 34: types of protein eaten (NET), by generation, 2025
- To grow demand for meat, encourage frequent consumption among Gen Z
- Graph 35: change in poultry** consumption over the last 12 months, by generation, 2025
- Graph 36: change in meat* consumption over the last 12 months, by generation, 2025
- Protein can address Gen Zs on demand, active lifestyle
- Graph 37: occasions when consumers are more likely to consider their protein intake, by generation, 2025
- Younger generations are more likely to participate in more strenuous physical activities
- Graph 38: types of exercise, by generation, 2023
- Boomers turn to protein for balance, Gen Zs for muscle
- Graph 39: most important reasons for getting enough protein, by generation, 2025
- Young adults cite more barriers to getting enough protein
- Graph 40: barriers to getting enough protein, by generation, 2025
- Younger generations are more likely to factor religious beliefs and culture into their protein choices
- Graph 41: “It’s important to me that the protein I consume aligns with my religious or cultural dietary practices (eg Halal)” (any agree), by generation, 2025
- Meet protein needs across generations with different formats
- Graph 42: appealing sources of protein, by generation, 2025
- Men, women and protein
- Men, women and protein – key takeaways
- Women prioritize protein in dietary choices
- Graph 43: attitudes toward eating habits and protein (any agree), men vs women, 2025
- Women are more likely to link protein to weight management
- Graph 44: “eating foods with enough protein is essential to attaining or maintaining a healthy weight” (any agree), men vs women, 2025
- Women use protein to curb hunger, while men focus more on building muscle
- Graph 45: most important reasons for getting enough protein, men vs women, 2025
- Younger men associate protein with performance
- Graph 46: occasions when consumers are more likely to consider their protein intake, men vs women by age group, 2025
- Women are more likely to feel they lack protein
- Graph 47: perceptions of protein intake, men vs women, 2025
- Women are more likely to be vegetarian or flexitarian, which may influence views on protein intake
- Graph 48: dietary preferences, men vs women, 2025
- Women prefer cottage cheese and yogurt as protein sources, while men opt for meat snacks
- Graph 49: appealing sources of protein, men vs women, 2025
- Newer Canadians and protein
- Newer Canadians and protein – key takeaways
- For newer Canadians, cultural preferences shape protein choices
- Graph 50: attitudes toward protein (any agree), newer vs established Canadians, 2025
- For newer Canadians, cultural preferences shape protein choices
- Newer Canadians’ embrace of vegetarianism highlights shifting consumption patterns
- Graph 51: dietary preferences, newer vs established Canadians, 2025
- Newer Canadians are more mindful of their protein intake
- Graph 52: perceptions of protein intake, newer vs established Canadians, 2025
- Newer Canadians present opportunity for plant-based alternatives
- Graph 53: types of protein eaten, newer vs established Canadians, 2025
- For newer Canadians, the afternoon is key for protein intake
- Graph 54: occasions when consumers are more likely to consider their protein intake, newer vs established Canadians, 2025
- Cost and time are higher barriers to getting enough protein for newer Canadians
- Graph 55: barriers to getting enough protein, newer vs established Canadians, 2025
- Bone strength and metabolism matter more to newer Canadians when it comes to protein
- Graph 56: most important reasons for getting enough protein, newer vs established Canadians, 2025
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COMPETITIVE STRATEGIES
- Launch activity and innovation
- Dairy dominates as an appealing source of protein
- Graph 57: appealing sources of protein, 2025
- Dietary preferences influence the appeal of certain sources of protein
- Graph 58: appealing sources of protein, by dietary preference, 2025
- Snack bars lead category launches for high protein claims
- Graph 59: percent of food launches with high/added protein claims, 2020-24
- Graph 60: distribution of food launches by category with high/added protein claims, 2024
- Protein-intensive bars meet varied needs
- Dairy delivers protein with different formats
- Help consumers find their “whey” to protein
- While meat is a central protein option for many, there’s room to explore different formats
- The sea is packed with protein
- Starting the day off satiated
- Different formats, similar objectives at breakfast
- Plant-based and protein packed
- Protein can be creatively integrated into meals
- Sweet treats that provide protein
- Beyond savoury treats
- Turkey: the other white meat
- Graph 61: poultry consumption by type, 2021, 2023 & 2025
- Diverse formats help turkey take flight
- Opportunities
- The meat industry can lean into shifting habits to further solidify its relevance
- Price remains a key challenge for meat
- Graph 62: categories perceived as having risen the most in price, 2023
- Save more by wasting less
- Environmental concerns are here to stay
- Innovation consideration: are Canadians open to lab-grown foods?
- Graph 63: openness to plant-based and lab grown foods and drinks, 2024
- Compelling and mouth-watering innovation can turn the tide for foods and ingredients made in novel ways
- Support for Canadian plant-based protein operations amid trade tensions with the US
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APPENDIX
- Consumer research methodology
- Generations
- Abbreviations and terms
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