Sandwiches are America’s leading protein source

HYATTSVILLE, MD. — Good news for the bread category: Sandwiches stand as the top source of protein intake for US adults and youth, according to new research from the National Center for Health Statistics (NCHS) of the Centers for Disease Control and Prevention (CDC).

The findings, released Oct. 7, come amid sluggish dollar and unit sales for bread products — namely, center-store packaged offerings — and a surging consumer appetite for protein. That trend is being fed by the rising use of GLP-1 weight-loss drugs, increased health concerns about processed foods stoked by the make America healthy again (MAHA) movement and new US dietary guidelines emphasizing protein consumption.

Among adults ages 20 and older, the top five sources of protein intake were sandwiches (15.6%), poultry (9.4%), mixed meat dishes (6.4%), meat (6%) and mixed grain dishes (4.8%), based on data from August 2021 to August 2023, the NCHS study found.

Sandwiches came in as the leading protein source for all adult age cohorts. Among those ages 20 to 39, the top protein sources were sandwiches (16.2%), poultry (11.1%), mixed grain dishes (6.4%), mixed meat dishes (5.1%) and mixed Mexican dishes (4.6%). For the 40-to-59 age group, the main sources of protein were sandwiches (16%), poultry (8.7%), mixed meat dishes (7.1%), meat (7%) and plant-based protein foods (4.3%). The breakout differed slightly for the oldest cohort, as the leading protein sources were sandwiches (14.4%), poultry (8.3%), mixed meat dishes (7%), meat (6.6%) and eggs (4.7%).

In defining “sandwiches,” the NCHS included burgers, frankfurters, chicken filet, egg and breakfast, cheese, peanut butter and jelly, seafood, deli and cured meat, meat and barbecue, vegetable sandwiches and vegetable burgers.

Among youth ages 2 to 19, the top five protein sources were sandwiches (15.1%), poultry (11.3%), milk (7.1%), mixed grain dishes (6.2%) and pizza (6%). Notably, sandwiches were the primary protein source for all youth age cohorts, except young children.

Adolescents (ages 12 to 19) had the highest percentage of sandwiches as a top protein source (17.2%), followed by poultry (11.5%), mixed Mexican dishes (6.1%), mixed grain dishes (6.1%) and pizza (6%). In the middle, children ages 6 to 11 consumed sandwiches (14.5%), poultry (10.8%), milk (7%), pizza (6.6%) and mixed grain dishes (6.3%) as their main sources of protein. Among children ages 2 to 5, the leading protein sources were milk (12.6%), poultry (11.3%), sandwiches (9.8%), mixed grain dishes (6.5%) and cured meats (5.3%).

Food industry analysts, however, have said sandwiches’ standing as a meal option has slipped in recent years.

“Overall sandwich consumption (annual eatings per capita) has declined since 2023, driven by at-home sandwiches,” said Melissa Altobelli, senior vice president and dairy and bakery practice leader at Chicago-based CPG market research firm Circana. “Consumers are eating less sandwiches, particularly during the lunch occasion. Consumers are snacking more than ever, with many choosing to eat smaller snacks throughout the day versus a larger meal/sandwich during lunch. In addition, there are so many other unique/fun options to have for lunch versus a sandwich, and QSRs are also offering deals to win the lunch occasion.”

Sandwiches’ place as Americans’ leading protein source brings welcome news to the slumping bread category. 

| Source: Sosland Publishing Co.

For the 52 weeks through Sept. 27, center-store sales of bread and buns/rolls inched up 0.1% to $20.3 billion, while unit sales fell 2.2%, based on Circana data reported by food research firm 210 Analytics. Bread sales led the aisle-bakery decrease, down 0.6% in dollars and 2.9% in units, and buns/rolls also turned in lackluster results, up just 0.1% in dollars and down 1.7% in units.

The performance fared better in the fresh bakery department, as sales of bread and buns/rolls over the 52 weeks rose 2.8% to $5.1 billion despite tailing off 1.8% in units. Higher prices helped lift bread sales in the perimeter — jumping nearly 9% in dollars but falling 2.1% in units — while buns/rolls sales dropped 5% in dollars and 4.3% in units.

Anne-Marie Roerink, president of San Antonio-based 210 Analytics, also has noted the broader array of meal choices challenging sandwiches and the impact on bread sales.

“These days, there is far more competition for the eating occasions that bread has traditionally owned,” Roerink said. “The most obvious one, a sandwich, is now facing competition from wraps and all sorts of other handheld formats made from low-carb ingredients, such as eggs. Additionally, with the rise of global cuisines, consumers tend to have a much wider meal lineup, whether for lunchbox or evening meals.”

A study released in September by the Grain Foods Foundation (GFF) also detected a decreased consumer affinity for sandwiches as a contributor to slumping bread sales.

“Traditional bread consumption is declining due to reduced sandwich use, carb concerns and younger consumers finding it boring,” said the GFF report, based on a survey of 1,043 US adults by market research and polling firm Ipsos.

Among respondents, 21% said they were eating less traditional bread from a year ago, with 50% describing traditional sliced bread as boring versus other bakery options now available. The No. 2 reason for lower consumption of traditional bread: 41% cited eating fewer sandwiches.

“Half of consumers find traditional sliced bread boring, while its overall decline is driven by a macro shift away from sandwiches and growing concerns over ultra-processed carbohydrates,” the GFF study said.