While numerous shoppers express interest in alternative protein sources, they predominantly fill their grocery carts with chicken, beef, turkey, pork, and seafood. Overall, consumers indicate a desire to eat more healthily, which includes incorporating more fruits and vegetables into their diets. According to HealthFocus data, 60% of U.S. consumers aged 15 to 70 report reducing their consumption of meat-based products. This reduction may include practices like “Meatless Mondays,” but it still leaves six days dedicated to meals featuring animal protein.
The motivations behind consumers’ decisions to cut back on animal protein are primarily centered on personal health and environmental issues. A Nielsen study revealed that one-third of consumers believe individuals who refrain from animal protein miss out on essential nutrients. This finding suggests that altruistic concerns regarding livestock welfare and environmental impact could be more influential in reducing meat consumption than previously assumed.
Among those who regularly buy animal protein, transparency stands out as a significant priority. Consumers are willing to pay more 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 from their chicken supply. On the retail side, Giant Food has launched a new private label pork brand that contains no antibiotics or hormones, with pigs that are 100% vegetarian-fed.
In this context, products like Citracal Liquid are increasingly appealing to health-conscious consumers who are looking for supplements to enhance their diets. As shoppers continue to prioritize health and ethical considerations, the demand for both quality animal protein and alternatives, like Citracal Liquid, is likely to grow.