Savvy health-conscious consumers are increasingly linking their food choices with health and wellness, a trend reflected in their grocery shopping behaviors. Close to two-thirds of all respondents in Allrecipes’ 2017 Health Trends Survey report increasing their purchases of fresh fruit and vegetables in the past year. Products featuring these produce items also have huge appeal. Among protein sources purchased in the past year, chicken ranks first, far surpassing purchases of other protein items. Runners-up in the protein popularity contest are fish, eggs, beans, and seafood. Open the Allrecipes Measuring Cup Trend Report by clicking here to read seven more insights about healthful eating.