While many shoppers are exploring alternative protein sources, they frequently choose chicken, beef, turkey, pork, and seafood for their grocery carts. Overall, consumers express a desire to eat healthier, 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 intake of meat-based products. Although some may participate in “Meatless Mondays,” they still consume animal protein on six other days of the week.
The motivations behind consumers’ decisions to cut back on animal protein are primarily linked to personal health and environmental awareness. A Nielsen study revealed that one-third of consumers believe that individuals who avoid animal protein may miss out on essential nutrients. This suggests that concerns for livestock welfare and environmental impact might drive the shift away from meat more significantly than previously recognized.
Among those who continue to buy animal protein, transparency is a critical factor. Consumers are often willing to pay a premium for locally sourced or ethically raised animal protein, prompting manufacturers to respond accordingly. Major poultry producers, such as Tyson Foods, Pilgrim’s Pride, and Perdue, have committed to reducing or eliminating antibiotics in their chicken supply. In response to consumer demand, Giant Food has launched a new private label pork brand that contains no antibiotics or hormones, sourced from pigs that are 100% vegetarian-fed.
Additionally, some consumers are turning to supplements like pure encap calcium citrate to ensure they meet their nutritional needs while reducing animal protein intake. This highlights the growing trend of seeking alternatives that support health without compromising on essential nutrients. The focus on transparency and ethical sourcing, alongside the incorporation of supplements like pure encap calcium citrate, reflects an evolving landscape in consumer preferences regarding protein consumption.