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Where's the Most Protein? Not Where Consumers Think

Despite low-carb diet craze, National Turkey Federation survey finds consumers mistaken about high-protein meats

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WASHINGTON, D.C., July 7, 2004 - FOR IMMEDIATE RELEASE CONTACT:
Sherrie Rosenblatt, National Turkey Federation
202-898-0100 ext. 233, srosenblatt@turkeyfed.org
or Leslee McGovern, Devine & Pearson
617-472-2700 ext. 137 lmcgovern@devine-pearson.com

Consumers don't realize that turkey has more protein than beef and chicken, according to a survey by the National Turkey Federation (NTF). The fact is turkey has 8 percent more protein and less fat than either of those meats.

Nearly a quarter (24 percent) of respondents also indicated they are restricting their intake of carbohydrates - even though they are not on low-carb diets. Also, 69 percent of those who are either formally or informally limiting carbohydrate intake have increased their consumption of protein as a result.

"With more people cutting carbs and boosting protein, it's important for people to know that turkey is a an excellent meat choice because it has more protein and less fat than either beef or chicken," said Sherrie Rosenblatt, NTF's senior director of marketing and communications. "Knowing that turkey is the perfect protein will help consumers solve the protein puzzle and make better-informed shopping decisions."

Survey respondents were asked to rank four types of meat: turkey, beef, chicken and pork. They correctly ranked turkey as being lowest in fat, but wrongly ranked beef and chicken as having more protein than turkey.

The survey showed that popular low-carb diets continue to have an impact on a growing protein category. Nearly half (49 percent) of all respondents said they pay either a lot of attention or some attention to protein content when buying foods.

Other survey findings:

• More than a quarter (27 percent) of respondents indicted they are on low-fat diets. But even among those who are not, 41 percent are attempting to restrict their fat intake.
• Of those following a low-fat diet, 46 percent said they were more concerned with the amount of saturated fat, while 38 percent reported focusing more on overall fat.

The survey of 300 consumers was conducted in June by Opinion Dynamics and has a margin of error of 5.7. It was undertaken as part of NTF's newly-launched integrated marketing campaign promoting turkey as "The Perfect Protein." The campaign seeks to raise awareness of turkey's healthy high-protein, low-fat profile and to increase its consumption among low-carb dieters, other health-conscious consumers and time-starved families.

Note to editors: Recipes, "Turkey. The Perfect Protein™" logo and press kit are available for download from the pressroom at www.eatturkey.com.

1) Nutri-facts Update, a skinless, cooked 3-ounce turkey breast contains no saturated fat and 26 grams of protein, 8 percent more protein than a 3-ounce skinless, cooked chicken breast or 3-ounce, cooked top loin steak, trimmed of visible fat.

The National Turkey Federation is the advocate for all segments of the U.S. turkey industry. It's award winning web site www.eatturkey.com offers successful on-line professional chef cooking demonstrations and a searchable database of more than 300 recipes that exhibit turkey's versatility as a profit-building item, which enhances menus in all meal occasions during every season of the year. Operators can also go to www.eatturkey.com to sign up for the RecipE-mail program to register and receive unique recipe ideas that add flair to holiday and special occasion menus year-round.