Protein has left the gym bag and moved into the everyday snack drawer. But according to a new survey of 2,018 U.S. adults, conducted by The Harris Poll on behalf of Perfect Bar, a lot of people are reaching for protein without knowing what to look for.
Americans want to feel good about what they eat. The majority (63%) avoid food products that contain ingredients they don't recognize. Yet the protein aisle is crowded with big numbers, bold claims, and ingredient lists that read more like a lab report than a recipe. Too often, it's left to shoppers to decode it all.
We've always believed it should be simpler than that. Perfect Bar started with a family recipe made from real, recognizable ingredients, and that's still how we make every bar. Here's what the survey told us about how Americans think about protein, and what to look for in a protein bar.
"Protein has become a major priority in people's diets, along with recognizable ingredients," said Cara Liebrock, CEO of Perfect Snacks. "Interpreting food labels and the nutritional benefits of functional ingredients like protein and fiber takes what I like to call food fluency: the ability to understand what ingredients mean for peoples’ individual needs. There’s so much noise out there for consumers trying to decide on a high-protein snack, making it harder for them to understand how these products can fit into their lives and what benefits they can offer. It should be up to the brands in the protein category to really eliminate that noise and make it easier for consumers to become food fluent and find a high-quality protein snack that fits their lifestyle and nutrition goals. Importantly, people shouldn't have to decide between quality ingredients and great taste in a high-protein snack, which was a major driver behind our new high-protein line, Protein + Prebiotics. As more people prioritize protein in their routines, we want to give them an option they can feel good about, without compromising the quality, freshness and nutrition standards that define Perfect Bar."
Key findings at a glance
- 58% of Americans assume more grams of protein in a protein bar means it's better for you.
- Americans are split 50/50 on whether the amount or the source of their protein matters most.
- About half have misidentified common protein bar ingredients, like cultured dextrose (45%) and modified plant fat (51%), as potential shampoo ingredients.
- 76% say they're thinking about their gut health now more than ever.
- 40% don't realize that eating high amounts of protein without enough fiber can cause digestive issues.
Why does protein matter in your diet?
Roughly 1 in 3 Americans (34%) don't completely understand why protein matters in their diet. Protein is on more minds than ever, but the understanding of what it does, and who it's for, hasn't kept pace.
Protein bars still carry a gym-only reputation. Nearly a third of Americans (32%) don't realize protein bars can be useful for people besides athletes or highly active people. In reality, a good protein bar is simply a satisfying snack that keeps you going between meals, whether that's a workout, a school pickup or a long afternoon at your desk.
Is more protein in a bar always better?
More than half of Americans (58%) assume that the more grams of protein a protein bar contains, the better it is for you. When you're not sure what else to look for, the biggest number on the front of the package is the easiest shortcut.
But grams are only half the story. Americans are split on what they care about most: half say the amount of protein they consume and the other half say the source (50% each). And in practice, just over half (51%) don't usually consider where the protein in their food comes from.
We don't think you should have to choose. Quantity and quality of protein can live in the same bar, and the source is worth a look every time you flip the wrapper over.
Are people sacrificing taste to hit their protein goals?
Roughly 1 in 5 Americans (22%) eat foods they don't like the taste of in order to meet their protein goals. When a daily protein target becomes the priority, enjoyment tends to take a back seat.
- 22% of Americans have skipped a snack or meal they wanted because it didn't have enough protein. Men are more likely to do this than women (24% vs. 19%).
- Just over a quarter (26%) have tried a viral social media recipe to get more protein in each day.
That tells us people want an easier, more satisfying way to get their protein. A snack you actually look forward to shouldn't feel like a compromise.
Can you tell a protein bar ingredient from a shampoo ingredient?
Many Americans can't, and that's not entirely their fault. Some ingredients really do show up in both.
- Majorities don't realize that ingredients like maltitol (73%), polydextrose (70%) and collagen hydrolysate (66%) can be found in both protein bars and shampoo bottles.
- About half have misidentified common protein bar ingredients such as cultured dextrose (45%) and modified plant fat (51%) as potential shampoo ingredients.
- 73% mistook coco-glucoside, a cleansing agent commonly found in shampoos, for something that could be in a protein bar.
When bars lean on highly processed ingredients, the label starts to read like a formula instead of food. That's why recognizable ingredients matter: you should be able to read a label and trust it without a degree in chemistry.
How are protein and gut health connected?
Roughly 3 out of 4 Americans (76%) say they're thinking about their gut health now more than ever. But fewer are connecting that to the protein they eat.
- 43% don't realize that the body doesn't process all protein sources the same way.
- Roughly 1 in 3 (35%) don't realize protein digestion and gut health are connected, either believing they're unrelated or being unsure.
- Younger adults are the least sure: 45% of 18 to 34-year-olds answered incorrectly or were unsure, compared with 28% of adults 65 and older.
Can protein bars cause digestive issues?
For some people, yes. About a fifth of Americans (19%) have experienced digestive issues after eating a protein bar, with men more likely to report it than women (21% vs. 16%).
Fiber is the piece many people are missing. 2 in 5 Americans (40%) don't realize that eating high amounts of protein without enough fiber can cause digestive issues. Protein and fiber work best together, and it's something we think more protein brands should be talking about.
How to choose a protein bar: what to look for
Based on what we heard from 2,000+ Americans, here's a simple checklist for your next trip down the snack aisle:
- Read past the protein number. Check where the protein comes from, not just how many grams there are.
- Look for ingredients you recognize. If the list reads like a shampoo bottle, that's worth noticing.
- Check for fiber. Protein paired with fiber is easier on your gut.
- Skip the artificial stuff. No artificial colors, flavors, sweeteners or preservatives is a good place to start.
- Pick something you actually enjoy. The best protein snack is the one you look forward to eating.
Meet Protein + Prebiotics: our highest-protein bar yet
We created Protein + Prebiotics with every one of these findings in mind. It delivers 20 grams of protein, our most ever, alongside prebiotic fiber to support digestion. And it stays true to what Perfect Bar has always stood for: simple, recognizable ingredients and no artificial colors, flavors, sweeteners or preservatives.
Most importantly, it tastes like a snack you'd choose anyway, not a step you have to get through on the way to your protein goal. Find Protein + Prebiotics in the refrigerated section near you.
Survey method: This survey was conducted online within the United States by The Harris Poll on behalf of Perfect Bar from August 18 to 19, 2026, among 2,018 U.S. adults ages 18 and older. The sampling precision of Harris online polls is measured using a Bayesian credible interval. For this study, the sample data is accurate to within +/- 2.7 percentage points using a 95% confidence level. This credible interval will be wider among subsets of the surveyed population of interest.
FAQ
Is a protein bar with more grams of protein always better?
Not necessarily. 58% of Americans assume more grams means a better bar, but the protein source, fiber content and overall ingredient list matter just as much.
Why do some protein bars cause bloating or digestive issues?
About 19% of Americans say they've had digestive issues after eating a protein bar. Eating high amounts of protein without enough fiber is one common cause, which is why many people look for bars that pair protein with fiber.
Are protein bars only for athletes?
No. Protein bars can be an everyday snack for anyone who wants something satisfying between meals, yet 32% of Americans don't realize they're useful beyond athletes and highly active people.
What ingredients should I look for in a protein bar?
Look for ingredients you recognize, a clear protein source, some fiber, and no artificial colors, flavors, sweeteners or preservatives.
Who conducted the Perfect Bar protein survey?
The Harris Poll conducted the survey online on behalf of Perfect Bar from August 18 to 19, 2026, among 2,018 U.S. adults ages 18 and older.
