Over 90% of US consumers have eaten animal-based protein in the past 6 months and almost half included plant-based proteins in their diet. This protein consumption is only expected to increase, and brands must keep up with consumer preferences and market trends to stay competitive. Below, we’ve provided the report scope, summarized the core topics analyzed, and hand-selected findings from the full report.
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The proteins and protein alternatives market in the United States is currently valued at $114.4 billion and is projected to grow over the next four years to 2028. Environmental and economic challenges of animal-based protein production such as drought, high feed prices, rising production costs, and issues like bird flu are impacting supply. Some consumers are seeking plant-based alternatives, with over half of food shoppers expressing concern about the environmental impact of meat production.
Consumers stick to poultry and often red meat for affordability, convenience, and versatility, solidifying these segments as staples in many US households. Yet, plant-based proteins should not be overlooked. Consumed by almost half of consumers, protein alternatives are likely to be continuously trialed as environmental and health concerns remain.
Improved access, health, and pricing factors alongside preference changes mean that under-utilized protein categories will be explored more. Particularly as inflation stabilizes, consumers are likely to try plant-based and seafood more than before. Unique health benefits will further encourage purchase. Educating consumers on these unique benefits will be vital in expanding growing segments sustainably.
Guilt is unlikely to be a motivator for consumers when it comes to plant-based protein trial, such as environmental responsibilities. Health advantages will be more appealing, coupled with the novel culinary experiences plant-based protein offers. Even though animal welfare and sustainability drive consumers to plant-based, health benefits and fixing the category’s “overly processed” image will develop a more convincing selling story.
For more crucial insights into the protein and plant-based protein market, buy the full report.
Leading food and drink analyst Julia Mills delivers expert insights with this in-depth report.
Convenience and versatility pack a punch in protein. Strengthening the category means stressing protein’s ability to fill bellies amidst economic uncertainty.
Julia Mills
Food & Drink Analyst
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