The ‘Pakistan Protein Perception Study 2023,’ commissioned by the ‘Right To Protein’ movement and created by YouGov, reveals the concerns and eating patterns of the majority of the population with regard to protein consumption. This comprehensive survey-based report aims to evaluate the level of knowledge and difficulties surrounding protein consumption in Pakistan.
The “Pakistan Protein Perception Study 2023” is presented by the “Right To Protein” initiative, which is funded by the U.S. Soybean Export Council (USSEC). This extensive research is the outcome of a nationwide survey by YouGov that examined Pakistanis’ knowledge, habits, and attitudes regarding protein-rich diets. The study reveals practical issues, such as a lack of knowledge about daily protein requirements and a limited comprehension of protein-rich foods, that prevent Pakistanis from consuming enough protein.
Despite the fact that protein is an essential macronutrient for human health, the Pakistan Protein Perception Study’s key findings show that a sizable majority of respondents only spend 10 to 20% of their monthly food budgets on sources of protein. More than 60% of respondents to the poll felt that a lack of protein has a detrimental impact on their general well-being and frequently results in lifestyle-related problems. Alarmingly, 45% emphasize calorie restriction over protein intake while 46% wrongly link high protein intake with weight gain. More than 40% of respondents wrongly classify fruits, vegetables, and whole grain cereals as “high protein” foods, and less than half of respondents believe they consume half or more of the recommended carbs, fats, and proteins.
The study also shows that rising inflation in both animal and plant-based protein sources, such as poultry, fish, and meat, has contributed to the perception of their unaffordability. As a result, while 46% of respondents reported increasing their protein intake in some way, just over half either decreased or kept their protein intake at levels that met their needs. The consumption of protein-rich but relatively pricey meat and fish declined more noticeably in larger households, particularly those with married couples and kids.
This study, which provides insights into the difficulties caused by Pakistan’s rising food prices, comes at a crucial time. Providing food and nutrition security has become a pressing challenge due to a growing population and the effects of global climate change.
The U.S. Soybean Export Council’s (USSEC) Deeba Giannoulis, Regional Head, U.S. Soy Marketing & Sustainability, underlined the significance of solving these issues. She emphasized the need for methods to tackle protein energy deficiency, such as improving access to high-quality animal feed, looking into alternate sources of protein, and educating the general population about the importance of protein in nutrition and overall food security.
The Pakistan Protein Perception Study 2023 was carried out by YouGov and surveyed more than 500 people in Pakistan using a quota-based sampling strategy to represent different age groups (18-45+ years) and genders. The online interviews, which lasted around 10 minutes and were conducted in English, were aimed at urban adult internet users who are at least 18 years old and can read and understand English. The outcomes correspond to how this audience has generally responded.
The “Right To Protein” campaign promotes the dissemination of the Pakistan Protein Perception Study 2023 among networks and the promotion of fruitful debates in order to promote change.