While many shoppers are increasingly exploring alternative protein sources, their grocery carts still predominantly feature chicken, beef, turkey, pork, and seafood. 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 that they are reducing their consumption of meat-based products. Although some may be adopting practices like “Meatless Mondays,” they still have six days dedicated to meals containing animal protein.
The reasons for consumers wanting to cut back on animal protein largely revolve around personal health and environmental issues. A Nielsen study revealed that one-third of consumers believe that those who avoid animal protein may be missing out on essential nutrients. This suggests that concerns for livestock welfare and environmental sustainability could be more influential in reducing meat consumption than previously assumed. Among consumers who regularly purchase animal protein, transparency has become a key priority. When consumers are willing to pay extra for locally sourced or ethically raised animal products, manufacturers take note.
Major poultry producers, such as Tyson Foods, Pilgrim’s Pride, and Perdue, have pledged to reduce or eliminate antibiotics in their chicken supply. On the retail front, Giant Food has launched a new private label pork brand that is free from antibiotics and hormones, sourcing pigs that are 100% vegetarian-fed. Additionally, with the growing awareness of health supplements, many consumers are now also considering products like calcium citrate malate vitamin D3 magnesium tablets to enhance their nutrient intake alongside their dietary choices. This trend highlights a broader movement towards health-conscious eating, where consumers are not only mindful of their protein sources but also their overall nutritional balance.