80% Value Protein Intake, But Only 50% Actively Consume It; Teens Focus on Dieting (Excrie Survey)

Excrie Inc., a subsidiary of Cross Marketing Group, conducted an online survey on 'Awareness and Reality of Protein Intake and Protein Drinks (2026)' among 1,800 men and women aged 15-69 across Japan. The survey found that while 78.1% consider protein intake important, only 51.4% actively consume it. While health consciousness is the main driver, teenage girls are more likely to consume it for dieting purposes. About 29.1% consume high-protein labeled foods several times a month, while over half have never eaten them. Regarding protein drinks, 18.3% consume them several times a month, with higher frequency among younger generations. The most common image of protein drinks is that they are 'for people who exercise or do strength training.'