A survey of 1,189 Ontario respondents exploring protein consumption, food choices, grocery spending and nutrition attitudes.
How are people in Ontario really eating in 2026? Protein Chefs, a healthy meal delivery company in Ontario, asked 1,189 Ontario respondents about their protein intake, food choices, grocery spending, barriers to eating well, and where fiber fits in. This is our first How Ontario Eats report.
Key findings at a glance
“Through digital and social media, we have access to more information today about nutrition but it’s also important not to follow trends like protein maxxing or fiber maxxing blindly. A hyper obsession with protein isn’t sustainable or necessary for a healthy diet. We can meet most of our protein needs with essentials that are easily available. There isn’t really a need for protein coffee or protein beer or to rummage through grocery store aisles looking for products marked high-protein,” said Ronneil Ramlal, Founder and CEO, Protein Chefs.
“As the food industry tries to maximize value from these trends by marketing products with ‘high-protein’ or ‘high in fiber’ in big, bold letters or colours on the front of the packaging, it’s important to recognize that the reality is more nuanced,” he added. “Something with high protein content can still have a ton of added sugar, sodium, fat, and calories but by using protein as the clincher, you might be distracted from noticing these other, often harmful ingredients. From my experience of over a decade in the fitness industry, I can confidently say that your goal should be to consume a balanced diet across all macronutrients, including protein and carbohydrates.”
1. Protein is now a priority, not a niche
Nearly every respondent said protein matters to them personally, and two-thirds have been eating more of it over the past two years. Only 5% said their intake had gone down.
How important is getting enough protein to you personally?
Over the past 2 years, has your protein intake increased, decreased, or stayed about the same?
Fitness and muscle building is the leading motivation (51%), but it isn't the only one. Almost half of respondents focus on protein for other goals: weight management (16%), general health (14%) or managing a medical condition (12%).
Which best describes why you focus on protein?
2. Most people track their daily protein intake, at least some of the time
71% track their protein intake at least occasionally, and 27% do it every day. When asked to estimate their own daily intake, 44% put themselves at 100 grams or more, while 13% weren't sure.
Roughly how many grams of protein do you think you eat on an average day?
Hitting a protein target can also lead to repetitive habits and meal-prep fatigue. Asked what they'd done to reach their goal, the most common answers were replacing a meal with a protein shake and eating the same high-protein meal over and over.
Have you ever done any of the following to hit a protein target?
Multiple answers allowed · percentages show each answer's share of all answers given
3. The biggest barrier to eating enough protein is time, not money
The single biggest obstacle to eating enough protein isn't price or knowledge. It's time. More than half of respondents (54%) said they don't have enough time to cook, more than three times the share who pointed to cost (17%). Only 2% said they don't know which foods are high in protein.
What is the biggest barrier to you eating enough protein day-to-day?
4. Ontarians will pay more for high-protein food
Two-thirds of respondents would pay more for a food product with higher protein content: 29% already do, and 37% would if the price difference is small. Only 12% said price matters more than protein.
Would you pay more for a food product if it had a higher protein content?
That commitment shows up in the grocery budget too. Nearly half (47%) said protein-rich foods make up 40% or more of their monthly grocery spending, and about one in four (26%) put it at 55% or more.
How much of your monthly grocery budget goes toward protein-rich foods?
5. Diet changes are driven by health, not social media trends
29% of respondents made a significant change to their diet in the past year. Among them, the most common reason was health, such as digestion, bloodwork or a doctor's advice (58%), followed by protein or fitness goals (34%). None of them named social media or trends as the main reason.
Among those who changed their diet, 29% increased meat or animal protein while still eating some plant-based foods, 13% moved toward a flexitarian approach, and 7% switched from eating meat to a plant-based diet.
6. GLP-1 medications like Ozempic: what changes at the table
10% of respondents said they had used a GLP-1 medication such as Ozempic, Wegovy or Mounjaro in the past. When those respondents described how their eating changed, the most common answer was craving less sugar, junk food or snacks, followed by having to avoid certain foods because of nausea or discomfort.
If you've used a GLP-1 medication, how has your eating changed?
Asked only of past GLP-1 users · multiple answers allowed · percentages show each answer's share of all answers given
With smaller appetites, every bite counts. Protein-dense meals in smaller, manageable portions become especially important for people on these medications.
7. Fiber is the next frontier in healthy eating
Protein isn't the only nutrient on people's minds. 92% said getting enough fiber is important to them, and nearly half (47%) have increased their fiber intake over the past year. Yet 37% have no idea how much fiber they actually eat, compared with just 13% who weren't sure about their protein.
Roughly how many grams of fiber do you think you eat on an average day?
Interest in fiber-focused products is growing as well. 53% have bought a food because it was labelled "high fiber" or "gut health" friendly, and another 34% would consider it.
8. Nutrition and fitness have become part of who we are
Eating well isn't just a private habit anymore. 76% said they would be less likely to date someone who doesn't care about nutrition or fitness, or that it would at least be a factor (29% "yes, definitely" and 47% "maybe"). At the same time, 79% said they have never felt judged for how much protein they eat.
Would you be less likely to date someone who doesn't care about nutrition or fitness?
Frequently asked questions
How much protein do Ontarians eat?
In our survey, 44% of respondents estimated they eat 100 grams of protein or more per day, 23% estimated 70 to 99 grams, and 20% estimated 40 to 69 grams. 13% weren't sure.
Why are Ontarians eating more protein?
66% of respondents said their protein intake has increased over the past two years. The main motivations were fitness and muscle building (51%), weight management (16%), general health (14%) and managing a medical condition (12%).
What stops people from eating enough protein?
Time. 54% said not having enough time to cook is their biggest barrier, compared with 17% who said cost and only 2% who said they don't know which foods are high in protein.
Are people willing to pay more for high-protein food?
Yes. 66% would pay more for a food product with higher protein content (29% already do, and 37% would if the price difference is small). Only 12% said price matters more than protein.
How do GLP-1 medications change the way people eat?
Among respondents who had used a GLP-1 medication such as Ozempic, Wegovy or Mounjaro, the most common changes were craving less sugar and junk food, avoiding certain foods due to nausea, reduced appetite and smaller portions.
Methodology
How Ontario Eats: Food and Nutrition Habits in 2026 surveyed 1,189 adults living in Ontario. The survey was conducted online from September 18 to October 2, 2026. It was sent by email to Protein Chefs newsletter subscribers, who completed it through an online questionnaire. The questionnaire contained 25 questions across six sections: background, protein priorities and awareness, trends and influences, cost and accessibility, convenience and meal habits, and identity and motivation.
Results are unweighted. Percentages are calculated from the number of respondents who answered each question and are rounded to the nearest whole number, so totals may not add up to exactly 100%. For questions where respondents could choose more than one answer, percentages show each answer's share of all answers given. Follow-up questions (for example, how eating changed among GLP-1 users) were answered only by respondents to whom they applied. The full answer counts for every question are available to journalists on request.
Respondent profile
- Age: 18–24 (12%), 25–34 (20%), 35–44 (22%), 45–54 (27%), 55–64 (8%), 65+ (11%)
- Gender: women (70%), men (27%), non-binary (3%)
- Household income: $150,000+ (37%), $100,000–$149,999 (20%), under $100,000 (16%), prefer not to say (27%)
- Current diet: high-protein (56%), no specific diet (24%), vegan or vegetarian (12%), keto or low-carb (5%), intermittent fasting (3%)
Using this data
Journalists, researchers and writers are welcome to cite these findings. Please credit Protein Chefs and link to this page as the source:
Source: Protein Chefs, "How Ontario Eats: Food and Nutrition Habits in 2026" survey (n=1,189). https://proteinchefs.com/blogs/news/how-ontario-eats-2026The full answer counts for every question are available on request. See the media contact below.
Media contact
Vaishali Gauba
vaishali@vaishalimedia.com
437-985-8024
