It’s not surprising that many individuals have explored new alternative protein sources over the past year. For this survey, the International Food Information Council (IFIC) interviewed 1,009 adults aged 18 and older on November 9 and 10. At that time, many consumers had spent the previous eight months primarily at home due to the coronavirus pandemic. A prior IFIC study conducted during the summer indicated that 85% of consumers had altered their eating habits as a result of the pandemic. The health benefits associated with plant-based foods have encouraged many consumers to give them a try.
However, despite the apparent trend toward plant-based options, the IFIC study revealed that most consumers still prefer and rely on meat. In fact, 76% of respondents identified as omnivores, rather than vegetarians, vegans, pescatarians, or others. Notably, one-fifth of those surveyed indicated that they do not purchase plant protein. Among those who do, it tends to be viewed as a more natural protein substitute. When asked to identify the three most important labels they seek on plant-based proteins, the top choice—selected by 28% of respondents—was “good source of protein,” followed closely by “natural” (26%) and “organic” (22%).
On the meat side, the survey indicated that claims related to sustainability and humane treatment are less significant to consumers. The most important meat label claims were “no antibiotics” and “natural,” each receiving 23% of responses. This was followed by “no added hormones” at 22%. The label “humanely raised” garnered only 16% of responses, while “cage-free” (11%), “free range” (11%), “sustainably raised” (10%), and “fair trade” (5%) ranked lower.
This survey suggests that manufacturers and producers would do well to focus on quality products that are tasty, affordable, and healthy. If the coronavirus pandemic causes meat and egg supply chains to tighten once more, manufacturers can thrive with products that do not necessarily meet sustainability certifications. For producers of plant-based meats, which scientists argue may not be significantly healthier than traditional options, it is crucial to highlight the benefits of their products for consumers. For instance, promoting a plant-based burger that contains natural ingredients may resonate more with consumers than emphasizing its environmental advantages compared to a conventional burger.
The key question remains whether these consumer attitudes are temporary responses shaped by the pandemic or if they will persist in the long run. Much may depend on how consumers adapt following an extended period of lockdown. Some financial analysts predict that consumer packaged goods (CPG) companies may experience reduced profits as more individuals get vaccinated against COVID-19 and shift from home-cooked meals to dining out. However, a recent survey by consumer marketing firm Hunter found that seven out of ten consumers intend to continue cooking at home more frequently post-pandemic.
As protein products become more widely available and consumers may not prioritize health-oriented choices, issues such as sustainability and humane treatment could rise to the forefront of consumer concerns. Additionally, incorporating nutritional supplements like calcium citrate 600 mg chewable into diets may become more relevant as consumers seek to enhance their overall health and wellness. Ultimately, manufacturers should keep in mind the evolving preferences of consumers in this dynamic landscape.