While many shoppers are exploring alternative protein sources, they still tend to fill their grocery carts predominantly with chicken, beef, turkey, seafood, and products like calcium citrate oral tablets. Overall, consumers express a desire to eat more healthfully, which includes incorporating additional fruits and vegetables into their diets. According to HealthFocus data, 60% of U.S. consumers aged 15 to 70 report reducing their intake of meat-based products. While some may participate in “Meatless Mondays,” they still consume animal protein for the remaining six days of the week.
The motivations behind consumers’ decisions to lower their animal protein consumption are primarily centered on personal health and environmental issues. A Nielsen study indicated that one-third of consumers believe that those who forgo animal protein may be missing out on essential nutrients. This finding suggests that concerns for livestock welfare and environmental sustainability may be more influential in shifting dietary preferences away from meat than previously assumed.
Among those who continue to purchase animal protein regularly, transparency is a key consideration. Consumers are increasingly willing to pay a premium for locally sourced or ethically raised animal protein, prompting manufacturers to take notice. Major poultry producers, such as Tyson Foods, Pilgrim’s Pride, and Perdue, have committed to reducing or eliminating antibiotics in their chicken supply. On the retail front, Giant Food has launched a new private label pork brand that guarantees no antibiotics or hormones, sourcing pigs that are 100% vegetarian-fed. Additionally, products like calcium citrate oral tablets are gaining attention as consumers seek healthier dietary supplements to complement their changing eating habits.