Why Dairy Stays in Protein Shoppers’ Carts
The Rise of Protein in American Wellness Goals
As Americans begin the New Year with a renewed focus on health, one nutrient has taken center stage in their wellness goals — protein. This trend is supported by a recent survey of 5,000 Americans that examined their evolving shopping habits and health objectives for 2026.
According to the survey, weight management is the top health goal for 52% of respondents, followed closely by having a more balanced diet (45%) and increasing overall energy levels (45%). Protein plays a crucial role in achieving these goals. A majority of respondents (57%) plan to prioritize protein this year to increase energy (52%), build strength (51%), manage weight (48%), and stay fuller longer (41%).
Where and How Americans Consume Protein
Americans consume the most protein at dinner (46%), with breakfast close behind (34%). On a typical plate, protein makes up 37% of what they eat, highlighting its growing importance in everyday food choices. When protein intake falls short, people often report low energy (48%), low mood (26%), midday crashes (23%), and brain fog (21%).
To meet their protein needs, Americans frequently turn to eggs (54%), chicken (51%), and cheese (38%). Dairy foods, in particular, are seen as a top source of protein, with cheese ranking highest at 55%, followed by yogurt (51%), milk (43%), and cottage cheese (33%).
Dairy Foods: A Staple in Grocery Shopping
Dairy foods are not only important sources of protein but also the top food group that Americans buy every grocery trip, with 78% of respondents purchasing them regularly. This was followed by meat (76%), vegetables (72%), and fruits (71%), with eggs (67%) rounding out the top five foods bought during every shopping trip.
On a weekly basis, cheese leads dairy food consumption at 58%, followed by milk (43%) and yogurt (37%). According to Katie Brown, EdD, RDN, FAND, FASN, president of National Dairy Council, “Today’s strong interest in protein reflects consumers’ desire for strength, steady energy, and weight support. Dairy delivers a complete source of protein with all essential amino acids, plus a broader nutrient package that supports bones, muscles, weight, and even heart, gut, and immune health.”
Balancing Health Goals with Taste and Value
Even with health at the forefront of their minds, affordability remains a key factor in what Americans choose to buy. The typical family now spends an average of $111 per week on groceries, totaling nearly $450 per month — making every choice count.
Taste remains the number one driver of grocery purchases for nearly everyone (98%), followed closely by budgets (95%), family preferences (94%), sales (90%), and versatility (90%).
Top Foods Americans Buy Every Grocery Trip
- Dairy foods — 78%
- Meat — 76%
- Vegetables — 72%
- Fruits — 71%
- Eggs — 67%
- Snacks — 66%
- Grains — 58%
- Breakfast items — 55%
- Caffeinated beverages — 51%
- Nuts and seeds — 28%
What Americans Plan to Prioritize When Grocery Shopping in 2026
- Whole foods — 63%
- Traditional food staples over trendy foods — 47%
- Minimally processed foods — 43%
- Foods with minimal ingredients — 41%
Regional Grocery Trends
Some states show distinct preferences when it comes to grocery shopping:
- Buys the most dairy foods — Montana — 91%
- Buys the most meat — Arkansas — 87%
- Buys the most vegetables — California — 86%
- Buys the most fruit — Idaho — 82%
- Buys the most eggs — Connecticut, Kentucky — both 77%
- Buys the most snacks — Idaho, Missouri — both 76%
- Buys the most grains — Oregon — 69%
- Buys the most breakfast items — North Carolina — 66%
- Buys the most caffeinated beverages — Oklahoma — 64%
- Buys the most nuts and seeds — New York, Oklahoma — both 39%
Key Factors Influencing Grocery Shopping
- Taste — 98%
- Budget — 95%
- Foods that my family will eat — 94%
- What’s on sale — 90%
- Food versatility — 90%
- Convenience — 87%
- Vitamin and nutrient content — 87%
- Protein content — 85%
- Fiber content — 75%
Top Wellness Goals for Americans in 2026
- Weight management — 52%
- Balanced diet — 45%
- Increase energy levels — 45%
- Mental health — 42%
- Improve gut health — 37%
- Increase muscle strength — 36%
Why Protein Is a Top Diet Priority for Americans
- Increase energy levels – 52%
- Increase muscle strength – 51%
- Manage weight – 48%
- Eat a balanced diet – 41%
- Stay full longer – 41%
Top Dairy Foods Americans Buy to Eat More Protein
- Cheese (55%)
- Yogurt (51%)
- Dairy/cow’s milk (43%)
- Cottage cheese (33%)
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