Protein Survey Finds Consumer Confusion Over Health Claims

A random double-opt-in survey commissioned by Link Snacks and conducted by Talker Research between June 22 and June 25, 2026, found that 58% of respondents said they trust meat snacks most for health benefits, compared with 27% for protein shakes and 15% for protein bars.

Respondents also associated meat with strength and endurance, with 66% selecting meat for those attributes. Fifty-two percent identified meat snacks as the most satisfying protein source, and 61% said they would choose meat snacks if limited to one protein source for an entire year. When asked which option was the “healthiest,” however, 24% selected meat snacks, compared with 31% for protein bars and 28% for shakes.

Higher protein was the second-most-common definition of a “better-for-you” snack, selected by 38% of respondents, behind better taste at 44%. Thirty-seven percent said clean protein is preferable to processed protein, while 35% said any protein is better than none. Twenty-nine percent said most high-protein or “better-for-you” claims live up to their promises.

Twenty-seven percent of respondents said they select protein products based on what looks interesting on the shelf, compared with 16% who said they base choices on a doctor’s advice. About six in 10 respondents said they feel confident they know how much protein they need each day.

Among respondents, 48% said meat is the best protein source for maintaining muscle mass while eating less. Dairy and eggs were selected by 29%, while plant protein was selected by 7%.

The survey also found that respondents estimated 60% of snack foods on store shelves have too many ingredients. Sixty-six percent said they trust a snack more when it has fewer ingredients. Eighty-one percent said they have struggled to pronounce ingredients listed on snack packaging, and 73% said they feel overwhelmed by ingredient lists.

Fifty-two percent of Generation Z respondents said they feel overwhelmed by ingredient lists “all the time,” compared with 23% of baby boomers. Fifty-two percent of respondents said they had felt misled about how healthy a snack is because of marketing, including 60% of Generation Z respondents. Eighty-eight percent said snacks labeled “better for you” at least sometimes fail to explain what makes them better.

Respondents reported snacking an average of 4.5 times per day. Millennials reported 5.2 snacks per day, followed by Generation Z at five. Twenty-seven percent of respondents said they snack six or more times daily.

Sixty percent said a good snack should taste good, 40% said it should be filling, and 31% said it should contain protein. Respondents said high-protein options most often fuel a midday energy boost, selected by 40%, followed by late-night snacking at 35% and busy mornings at 32%.