"Why would I need more?": How age shapes UK consumers' perceptions of dietary protein and responses to educational...

Adequate protein intake has an important role in maintaining musculoskeletal health, independence and strength during ageing. To design age-appropriate nutritional interventions, it is necessary to understand public knowledge, attitudes and perceptions surrounding dietary protein. Thus, the study aimed to investigate knowledge of protein requirements, functions, and sources, as well as attitudes towards educational materials surrounding these topics. This was addressed through an online survey with 341 consumers (74% female, 66% residing in Southeast England): here it was highlighted that participants aged 18-89 years had poor knowledge regarding protein functions, a high meat-dependency for protein sources, and a desire to learn about more plant-based protein sources. Notably only 25.8% of participants correctly identified the recommended protein intake, highlighting low levels of population knowledge. This was further explored through focus groups with younger and older adults (n = 15 aged 18-30, n = 17 aged 65+), where a knowledge deficit was seen independent of age. The most common barriers to high protein consumption were confusion, misinformation, cost, and motivation. Whilst younger adults expressed a preference for supplementation, older adults were sceptical about the need for these products. Awareness regarding the benefits of protein was low in all participants, highlighting this as a potential avenue to increase motivation for consumption. Older adults expressed a preference for educational interventions in a paper format, whereas younger adults preferred digital content and videos. There was a unanimous desire for more trustworthy nutritional information. These findings provide insight that will facilitate the development of better educational materials to increase the nutritional knowledge of UK consumers.