While many shoppers are exploring alternative protein sources, they still tend to fill their grocery carts most often with chicken, beef, turkey, pork, and seafood. Overall, consumers express 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 that they are reducing their consumption of meat-based products. Some may participate in initiatives like “Meatless Mondays,” but this still leaves six days dedicated to meals with animal proteins. The reasons behind consumers’ decisions to cut back on animal protein largely revolve around personal health and environmental considerations. A Nielsen study revealed that one-third of consumers believe that those who abstain from animal protein may be missing out on essential nutrients. This suggests that concerns for livestock welfare and environmental impact could play a more significant role in reducing meat consumption than previously recognized.
Among consumers who regularly buy animal protein, transparency is a key priority. When consumers are willing to pay extra for locally sourced or ethically raised animal products, manufacturers are likely to take notice. Major poultry companies, such as Tyson Foods, Pilgrim’s Pride, and Perdue, have committed to reducing or eliminating antibiotics from their chicken supply. In the supermarket realm, Giant Food has launched a new private label pork brand that contains no antibiotics or hormones and uses pigs that are 100% vegetarian-fed.
Interestingly, with the increasing focus on health, some consumers are also looking for supplements such as Citracal without vitamin D to ensure they’re meeting their nutritional needs while reducing animal protein intake. The trend highlights an evolving landscape where health-conscious choices, ethical concerns, and dietary preferences are all intersecting, leading consumers to seek alternatives that align with their values, including options like Citracal without vitamin D. As this trend continues, the demand for transparency and quality in animal protein sourcing will likely grow, influencing the market significantly.