Keto and Paleo Consumers: High Protein/Low Carb Diet Trends and Opportunities
This Packaged Facts report analyses the U.S. retail market for food and beverage products in the high protein/low-carb space, and more specifically, products with keto and paleo diet labeling. Packaged Facts projects a positive outlook for the keto and paleo food and beverage market, as a large number of consumers sometimes follow these diets and have opportunities to buy more products with these labels. This report considers both packaged foods and beverages with paleo and keto claims, as well as whole foods that fit with these eating styles.
Scope of the Report
The keto (or ketogenic) diet mandates very low carbohydrate intake, high fat, and adequate protein content. It forces the body to burn fat by making carbohydrates scarce.
The paleo (or Paleolithic) diet, also called the “caveman diet” or the “stone age diet”, consists of foods thought to reflect those eaten during the Paleolithic era. There are different variants of the diet, with some being fully plant-based and some featuring animal products. The diet encourages adherents to avoid processed foods and opt instead for whole options like vegetables, fruits, nuts, roots, eggs, meat, and seafood. Besides the broad category of “processed”, forbidden foods include dairy products, grains, added/refined sugar, legumes, salt, alcohol, and coffee. Although the paleo diet is not strictly low carb, in practice the allowed foods tend to provide fewer carbohydrates and more protein and fat content than standard American diets.
This report covers the scope of the U.S. market for food and beverage products with keto, paleo, low-carb, high protein, no sugar added, and lower sugar product claims.
Additionally, the report has dozens of tables displaying numerical survey data on consumer demographics and psychographics and numerous product and marketing photographs. This report goes in-depth on COVID-19 trends affecting the food and beverage market.
Primary research also includes national online consumer polls of U.S. adult consumers (age 18+) conducted on an ongoing basis by Packaged Facts to analyze attitudes of consumers and their relevant food and beverage preferences.
Survey data from MRI-Simmons are used to analyze the demographics and psychographics of consumers who say they follow keto, paleo, and Atkins diets, as well as those consumers who buy food labeled as high protein or low-carb.
Supplementing Packaged Facts’ exclusive survey is analysis of the 2021 Food & Health Survey conducted by the International Food Information Council, which analyzes consumer food purchase decisions, diet and lifestyle choices, snacking activity, and perception of health benefits in foods.
- Executive Summary
- Keto and Paleo Diets and Low-Carb/High Protein Eating
- COVID-Era Habits Spur Interest in Weight Loss
- Habits Such as Online Grocery Shopping and Use of Meal Kits Advance Keto/Paleo Eating During the Pandemic
- Various High-Protein/Low-Carb Eating Plans Appeal to Different Age Groups
- Scope
- COVID-19 Effects on Consumers
- Highlights
- First Time Use of Convenient Food and Beverage Ordering Methods In 2020
- Table Coronavirus Food Purchase Habits: "Because of the coronavirus, I have for the first time used…", 2020 (percent of consumers)
- Increasing Use of Convenient Food and Beverage Ordering Methods Continuing Through 2021
- Table Coronavirus Food Purchase Habits: "Because of the coronavirus, I am…", 2020-2021 (percent of consumers)
- Pandemic-Related Changes to Eating Habits
- Eating Habits and Food Prep
- Snacking and Healthy Eating
- Table Coronavirus Eating Habits: "Because of the coronavirus, I am eating more…", 2021 (percent of consumers)
- Concerns about Food Safety and Waste Rose in the Wake of the Pandemic in 2020
- Table Coronavirus Concerns about Safety and Food Waste: "Because of the coronavirus, I am…", 2020 (percent of consumers)
- Concerns about COVID-19 Exposure Remain in 2021
- Concerns about COVID-19 Exposure from Stores, Restaurants, and Food Manufacturers
- Concerns about COVID-19 Variants
- Most Still Consider the Pandemic a Health Threat Personally or to Family/Friends
- Table Coronavirus Health Concerns: "I am concerned about the…", 2020-2021 (percent of consumers)
- Table Coronavirus Health Concerns: "I am concerned about the…", 2021 (percent of consumers who strongly agree)
- Concerns About High Prices and Shortages during the Pandemic
- Table Coronavirus Concerns about Rising Prices by Product Category, 2021 (percent of consumers)
- Table Coronavirus Concerns about Shortages by Product Category, 2021 (percent of consumers)
- Consumers Who Follow Low-Carb, Paleo, or Keto Diets Are Experiencing More Negative Personal Effects of the Pandemic
- Table Coronavirus Concerns: "The coronavirus has negatively affected my…", 2020-2021 (percent of consumers)
- Table Coronavirus Concerns: "The coronavirus has negatively affected my…", 2021 (percent of consumers)
- Effects on Work Are Continuing in 2021
- In-Store Shopping Patterns
- Food Insecurity Attributed to COVID-19
- Excitement for Food-Related Activities When the Pandemic Subsides
- Food Market Overview and Trends
- Highlights
- Keto, Paleo, Low-Carb, and High Protein Diets
- Special Diet Characteristics
- Familiarity with Special Diets
- Table Familiarity with Special Diets, 2021 (percent of consumers)
- Gluten, Food Allergies, and Dietary Restrictions Are a Concern to Many Consumers
- Vegetarians, Vegans, and Flexitarians: Plant-Based Eating, Sustainability, and Beyond
- Clean Label Trends
- Companies Are Investing in Blockchain and Big Data to Satisfy Consumer Desires for Transparency
- Consumers Think Small and Medium Businesses Have More Credibility
- The COVID-19 Pandemic Was the Jumpstart the Online Grocery Market Needed
- Impact on the Keto and Paleo Market
- Diets and Eating Patterns
- Over One Third of Consumers Have Followed a Special Diet in the Last Year
- Losing Weight Is the Most Common Reason to Follow a Diet
- Most Consumers Are Trying to Avoid or Limit Sugars in Their Diet
- Sugar Tends to Be Preferred to Low/No Calorie Sweeteners, However
- Frequency of Snacking and Reasons for Snacking
- Younger Consumers Are More Likely to Snack Throughout the Day
- Drivers of Food Purchase Decisions
- More Than Half of Consumers Say Healthfulness Matters More to Them Now When Deciding on Foods to Buy
- Consumers Think Meat and Poultry Have the Greatest Negative Impact on the Environment, Followed by Bottled Beverages
- About Half of Consumers Pay Close Attention to Food Labels When Shopping
- "Natural" Labels Are Most Impactful When Grocery Shopping
- Helpfulness of Food Label Features
- Health Benefits in Foods
- One-Fifth of Consumers Seek Health Benefits from Foods
- Weight Loss/Management Is the #1 Health Benefit Sought from Food
- Nutrients and Characteristics Consumed and Avoided by Consumers
- Most Nutrients Are Sought from Foods Instead of Beverages or Supplements
- Perception of Health Differences in Products
- Keto, Paleo, High Protein, and Low
- Highlights
- Outlook for Keto and Paleo Food Market
- "Better-for-You" Trends
- Clean Label Trends
- Sugar-Free/No Sugar Added Products and Alternative Sweeteners
- Addition of Nuts, Fruit, Seeds, and "Superfoods" for Increased Nutrition
- Vegan/Plant-Based Products Appeals to Those Looking to Eat a Plant-Forward Diet
- Functional Foods and Beverages
- Home Baking Trends
- Direct-to Consumer (DTC) and Online Marketing
- New Companies and Products with Niche Appeal May Choose DTC Channels
- Subscriptions Save Consumers Money and Boost Sales
- Private Labels
- In-Store Purchasing Trends
- Retail Stores Rely More On Impulse Purchases
- Bringing Product Claims Front and Center
- Private Label Products Are a Driver of Store Traffic and Retailer Loyalty
- Consumer Demographics
- Highlights
- Prevalence of Paleo and Keto Diets and Interest in High Protein and Low-Carb Foods and Diets
- Table Frequency of Following Keto, Paleo, High Protein, and Low-Carb Diets, 2021 (percent of consumers)
- Trends by Gender
- Table Following Keto, Paleo, and Atkins Diets; Buying Food Labeled High Protein or Low-Carb by Gender, 2021 (percent of consumers)
- Trends by Age Bracket
- Table Following Keto, Paleo, and Atkins Diets; Buying Food Labeled High Protein or Low-Carb by Age Bracket, 2021 (percent of consumers)
- Patterns Based on Household Income
- Table Following Keto, Paleo, and Atkins Diets; Buying Food Labeled High Protein or Low-Carb by Household Income Bracket, 2021 (percent of consumers)
- Regional Differences
- Table Following Keto, Paleo, and Atkins Diets; Buying Food Labeled High Protein or Low-Carb by U.S. Region, 2021 (percent of consumers)
- Urban, Suburban, and Rural Consumers
- Table Following Keto, Paleo, and Atkins Diets; Buying Food Labeled High Protein or Low-Carb by County Size, 2021 (percent of consumers)
- Educational Attainment
- Table Following Keto, Paleo, and Atkins Diets; Buying Food Labeled High Protein or Low-Carb by Educational Attainment, 2021 (percent of consumers)
- Presence of Children in the Household
- Table Following Keto, Paleo, and Atkins Diets; Buying Food Labeled High Protein or Low-Carb by Presence of Children in the Household, 2021 (percent of consumers)
- Race/Ethnicity
- Table Following Keto, Paleo, and Atkins Diets; Buying Food Labeled High Protein or Low-Carb by Race/Ethnicity, 2021 (percent of consumers)
- Plant-Forward Consumers
- Table Following Keto, Paleo, and Atkins Diets; Buying Food Labeled High Protein or Low-Carb by Primary Diet/Eating Philosophy, 2021 (percent of consumers)
- Online Grocery Shoppers (Food Delivery and Pickup Services)
- Table Following Keto, Paleo, and Atkins Diets; Buying Food Labeled High Protein or Low-Carb by Use of Online Grocery Delivery Services, 2021 (percent of consumers)
- Consumer Psychographics
- Highlights
- Some Consumers Who Do Not Follow the Keto or Paleo Diet Look for Keto and Paleo Labels and Would Pay More for These Products
- Table Statements about Keto and Paleo Foods, 2021 (percent of consumers)
- Food Attitudes
- Carbs, Proteins, and Whole/Unprocessed Foods
- Table Statements about Carbohydrates, Proteins, and Whole/Unprocessed Foods, 2021 (percent of consumers who strongly agree)
- Food Restrictions, Nutritional Benefits, and Breakfast
- Table Statements about Nutritional Benefits, Food Restrictions, and Breakfast, 2021 (percent of consumers who strongly agree)
- Snacking
- Table Statements about Snacking, 2021 (percent of consumers who strongly agree)
- Cooking and Eating Out at Restaurants
- Table Statements about Cooking and Eating Out at Restaurants, 2021 (percent of consumers who agree completely)
- Premium Foods and Novel Food Experiences
- Table Statements about Premium and Novel Food Preferences, 2021 (percent of consumers who agree completely)
- Food Nutrition and Buying Food on Sale
- Table Statements about Food Nutrition and Buying Food on Sale, 2021 (percent of consumers who agree completely)
- Carbs, Proteins, and Whole/Unprocessed Foods
- Perceptions about Health and Nutrition
- More than Half of Consumers Consider Themselves to Be in Excellent or Very Good Health
- Beliefs about Sources of Weight Gain
- Definition of "Healthy Food"
- Elements of "Healthy Eating Patterns"
- Most Consumers Are Confident in Their Ability to Choose Healthy Foods
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