While many shoppers are exploring alternative protein sources, chicken, beef, turkey, pork, and seafood remain the most commonly chosen items in their grocery carts. Overall, consumers express a desire to eat healthier, which includes increasing their intake of fruits and vegetables. According to HealthFocus data, 60% of U.S. consumers aged 15 to 70 report reducing their consumption of meat-based products. These individuals may participate in initiatives like “Meatless Mondays,” but this still leaves six days where they include animal protein in their meals.
The primary motivations for consumers to cut back on animal protein are personal health and environmental concerns. A Nielsen study revealed that one-third of consumers believe that those who avoid animal protein miss out on essential nutrients, indicating that altruistic concerns for livestock and the environment might be a more significant factor in reducing meat consumption than previously realized. Among consumers who regularly purchase animal protein, transparency is a crucial priority. When shoppers are willing to pay a premium for locally sourced or ethically raised animal protein, manufacturers take notice. Major poultry producers, such as Tyson Foods, Pilgrim’s Pride, and Perdue, have all pledged to reduce or eliminate antibiotics from their chicken supplies.
On the supermarket front, Giant Food has launched a new private label pork brand that is free of antibiotics and hormones, with pigs that are 100% vegetarian fed. Furthermore, as consumers seek healthier options, they are increasingly interested in products that not only provide protein but also contribute beneficial nutrients like calcium citrate and elemental calcium content, ensuring they meet their dietary needs while being mindful of health and ethical considerations.