With the growing environmental and health concerns surrounding animal protein, meat producers have faced significant challenges in recent years. Nevertheless, beef production and overall meat consumption continue to increase. According to the U.S. Department of Agriculture, last year, consumers averaged 222.2 pounds of red meat and poultry each, which amounts to roughly 10 ounces of protein daily—far exceeding the USDA’s recommended intake of 5 to 6.5 ounces for a balanced diet. The popularity of diets such as paleo, which prioritize high protein intake, may have fueled this demand and helped maintain robust meat sales.
Despite its widespread appeal, numerous scientific studies have linked meat consumption to undesirable health outcomes. While individual studies can often be dismissed, the accumulation of these findings may catch consumers’ attention, potentially steering them towards more plant-based alternatives. There is a clear shift toward plant-based diets, and companies are taking notice. The Good Food Institute reports that over $16 billion has been invested in alternative meat companies over the past decade, with a significant $13 billion invested in 2017 and 2018 alone. The remarkable success of startups like Beyond Meat and Impossible Foods has prompted major consumer packaged goods (CPG) giants, including Tyson, Perdue Farms, and Nestlé, to enter this burgeoning market.
Brands such as Hormel’s Applegate and Tyson’s new Raised & Rooted are attempting to cater to traditional meat eaters by offering hybrid products that blend meat with plant protein. While hybrid burgers may not represent the future of the meat industry, there remains hope for the sector. Options like grass-fed and free-range meat appeal to consumers seeking more responsible eating choices while still desiring the enjoyment of traditional meat. Retail sales of fresh grass-fed beef skyrocketed from just $17 million in 2012 to $272 million in 2016. According to this year’s “Power of Meat” report by the Food Marketing Institute and North American Meat Institute, 54% of consumers express a desire for more grass-fed products in stores.
Moreover, as consumers become more health-conscious, they are increasingly aware of issues such as calcium citrate and constipation in their diets, which may further influence their choices toward plant-based options. The integration of calcium citrate in some plant-based products could address concerns about calcium intake while also providing a solution for those who experience constipation. In summary, while the meat industry faces challenges from health studies and shifting consumer preferences, there are still opportunities for growth, particularly through the incorporation of hybrid offerings and the appeal of grass-fed options.