US Proteins and Protein Alternatives Market Report 2024

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.

Report Scope

This Report covers the following categories:

• Poultry: including packaged, refrigerated, random-weight poultry; poultry sold at “butcher counters”; refrigerated/frozen unprocessed poultry; and refrigerated/frozen processed poultry.
• Packaged red meat: including beef (ground beef, steaks, roasts and other cuts of beef), pork (pork chops, pork cutlets and other cuts) and other red meat like lamb, mutton, goat, bison, venison and other game meats.
• Fish and shellfish: fresh, uncooked fish and shellfish, such as salmon steaks and live lobster; refrigerated or chilled shellfish, such as lobster and crabmeat; frozen, uncooked fish and shellfish, such as frozen unprocessed shrimp and cod filets; frozen prepared seafood, such as fish sticks and heat-and-eat fish filets; shelf-stable fish and shellfish, such as tuna, crab, and sardines; other types of seafood, such as octopi and squid, which are not fish or shellfish, but are included in the broader seafood category.
• Plant-based proteins: plant-based alternatives to poultry, red meat and fish and shellfish.

Core Topics Analyzed

• Reported consumption of proteins and protein alternatives.
• Anticipated change in protein and protein alternative consumption.
• Motivations for increased protein and protein alternative consumption.
• Attributes associated with protein and protein alternative types.
• Animal-based protein purchase drivers.
• Protein and protein alternatives market size.
• Trends in launch activity for protein and protein alternatives and opportunities.

US Protein and Protein Alternatives Market Overview

The proteins and protein alternatives market in the United States 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.

Protein Consumption Trends

Protein vs protein alternatives

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.

Anticipated change in protein consumption

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.

Motivations for plant-based protein trial

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.

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Expert Analysis

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