PROTEIN & PROTEIN ALTERNATIVES

Protein is heavily present in the American diet. According to Mintel, over the past six months, protein consumption was 93% animal-based and 41% plant-based. Consumers are cooking more compared to last year, therefore, convenience in their routine is helpful. When it comes to purchases, 64% cite quality as an essential factor, followed by pricing (62%). However, depending on income, struggling consumers opt for the latter. While staples such as poultry and red meat are popular, seafood lags in consumption due to its intimidating cooking process. Plant-based proteins are growing, especially among younger and high-income consumers. Meat product recalls tend to hinder purchases giving influence to plant-based proteins. Despite financial constraints, consumers prioritize spending on staple proteins.

Chicken and eggs remain top of mind out of all protein options for their versatility and ease of cooking. While plant-based proteins face challenges in maintaining consumer interest, messaging surrounding their nutrition and usage will need to be clear. Brands can recognize protein segment advantages to help engage consumers. Parents are keen on plant-based meats. As Millennials and Gen Z grow to become parents, they will influence consumption – specifically the plant-based protein market. Marketing to this segment must be done carefully, as nutritional values may not relate to overall taste, and consumers don’t want to feel guilty about environmental responsibilities. Animal-based and plant-based proteins have the potential to shape routines, but brands will need to market to different groups accordingly. Whether through half-scratch options to lessen preparation time, providing cooking guidance, or calling out flavor to showcase quality.

The concern over inflation has since dwindled, but environmental and economic challenges surrounding animal-based proteins have weakened confidence in the industry. Meat recalls, bird flu, overfishing, and meat availability are just a few causes for concern, prompting consumers to seek alternative options. While younger consumers are more inclined to try meat alternatives, affordability and accessibility must be improved. Cell-based meats can lessen environmental concerns. However, costs and confusion will also hold them back. With inflation declining, growth within protein categories is expected to grow, especially within underutilized proteins such as pork and seafood. Despite these challenges, proteins are forecasted to continue growing and remain an essential part of the American diet.

Brands are embracing global flavors, specifically through sweet, hot, and spicy profiles. Flavored proteins can help improve the tasting experience. As consumers seek to balance health and indulgence, combining flavor with plant-based options can also emphasize the benefits of protein alternatives.

Flavorscape AI (Meat Products, Poultry Products, Meat Substitutes)

Kantar Profiles/Mintel, February 2024