Health & Wellness on the Menu Starts with Protein
In an annual tradition for National Nutrition Month, we’re taking a look at health & wellness on the menu. What are consumers – especially Gen Z and millennials – motivated by, according to the data? We looked at broader consumer studies and did some first-hand research on college campuses to find out. One standout finding is the power of protein across all demographics. It’s the top nutrient consumers are looking to eat more of (IFIC Food & Health Survey, 2024), continuing an upward trend for a few years running. And on college campuses, our own surveys showed upwards of 87% of students looking to add more protein to their diets! (Barilla On-Campus Activation Surveys, 2024-25)
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Other research points to the importance of sustainability as part of younger consumers’ health and wellness goals. Given the choice, they’d like to eat well for themselves and for the planet. As Menu Matters’ Maeve Webster puts it: “Younger consumers especially don’t want to sacrifice or give anything up in order to eat healthy. They’re telling us to make it easy for them to feel good about their choices; menu items they will enjoy, do right by the planet, and carry those cues that it’s good for them.”
So what does that add up to? Look to offer more protein, but in plant-based form, and served in applications that are familiar, comfortable and delicious. If Peet’s coffee can build an entire “vitality” menu offering lattes with protein, imagine what you could do with a protein-enhanced pasta as your foundation! That’s the idea behind Barilla Protein+® pasta, now taking hold on campuses across the country. One of the latest is Mizzou, where the Tigers are digging in at a dedicated BYO Protein+ pasta station and putting together their personal favorite builds, like this one with grilled chicken, charred broccoli and alfredo sauce.
Get more recipe inspiration here and let us know if you’re interested in hosting a campus activation!