2020
9
US Super Protein Market Report 2020
2020-12-16T03:02:24+00:00
OX987310
3695
128826
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Report
en_GB
"Despite the buzziness of plant-based proteins, consumers are still widely engaged with animal-based proteins. While the majority of consumers have made no changes to their protein consumption patterns, for those…

US Super Protein Market Report 2020

£ 3,695 (Excl.Tax)

Report Summary

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Super Protein: Incl Impact of COVID-19 – US market including the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

Proteins of any kind are a popular source of nutrition among US consumers that have certainly felt the impact of COVID-19, with significant sales increases across category though coupled with supply chain challenges. While plant-based options are trending, consumption penetration is just a sliver in comparison to mainstream animal proteins like poultry and beef. Still, health is at the core of both increased and reduced consumption of animal proteins, reflecting not only the diverse nature of the products but also occasions, perceptions and barriers for each type.

Quality and price top the list of important product features, outranking type, flavor, health and even convenience, indicating that while consumers are looking to remain engaged in both the indulgent and healthy side of the spectrum of animal proteins, premium products that deliver on value will resonate. This new Report not only measures consumption but also compares and contrasts consumer perceptions, attitudes and important product features that guide consumer behavior and choices across all proteins.

Expert analysis from a specialist in the field

Written by Kaitlin Kamp, a leading analyst in the Food and Drink sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Despite the buzziness of plant-based proteins, consumers are still widely engaged with animal-based proteins. While the majority of consumers have made no changes to their protein consumption patterns, for those that have implemented active change, more consumers are increasing rather than reducing. Health, perhaps ironically, is the catalyst for both attrition and increased participation, indicating not only the breadth of the market but also the wide spectrum of how consumers define a healthy diet.
Kaitlin Kamp
Food and Drink Analyst

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definition
          • COVID-19: Market context
            • Economic and other assumptions
            • Executive Summary

                • Top takeaways
                  • Market overview
                    • Figure 1: Total US sales and forecast of protein, at current prices, 2015-25
                    • Figure 2: Total US sales and forecast of protein, at current prices, 2015-25
                  • Impact of COVID-19 on animal protein
                    • Figure 3: Short-, medium- and long-term impact of COVID-19 on animal protein, July 2020
                  • Opportunities and Challenges
                    • Re-emergence
                      • Figure 4: Reasons for decreased consumption, October 2020
                    • Recovery
                      • Figure 5: protein attributes, October 2020
                  • The Market – Key Takeaways

                    • Protein thrives while consumers cook at home
                      • Rising prices may cause purchase shifts
                        • Protein suits snack time
                          • #protein
                            • Make butcher-cut aisle ready
                              • Modernize red meat
                                • Meat, delivered
                                • Market Size and Forecast

                                  • Protein sales spike
                                    • Figure 6: Total US sales and forecast of protein, at current prices, 2015-25
                                    • Figure 7: Total US sales and forecast of protein, at current prices, 2015-25
                                  • Key macroeconomic indicators
                                    • Figure 8: Consumer price index, % change September 2019-September 2020
                                    • Figure 9: US consumer confidence, January 2019-October 2020
                                    • Figure 10: US unemployment, April 2018-September 2020
                                  • Impact of COVID-19 on protein
                                    • Figure 11: Short-, medium- and long-term impact of COVID-19 on protein, July 2020
                                  • Lockdown
                                    • Re-emergence
                                      • Recovery
                                        • COVID-19: US context
                                          • Learnings from the last recession
                                            • Figure 12: Total US retail sales and forecast of poultry, red meat and fish and shellfish at current prices, 2008-2012
                                        • Segment Performance

                                          • All protein categories make gains from COVID-19
                                            • Poultry faces operational challenges
                                              • Red meat prices give sales a boost
                                                • Fish and shellfish catch a tailwind
                                                  • Figure 13: Total US retail sales and forecast of protein, by segment, at current prices, 2015-25
                                                  • Figure 14: Total US retail sales of protein, by segment, at current prices, 2018 and 2020
                                              • Market Factors

                                                • Protein becomes political
                                                  • Protein prices remain volatile
                                                    • Figure 15: Consumer Price Index, % change September 2019-September 2020
                                                  • Protein-packed snacking continues to thrive
                                                    • Figure 16: Total US retail sales and forecast of salty snacks, by segment, 2014-24
                                                  • The health debate favors animal protein . . . for now
                                                    • Figure 17: Protein opinions, March 2020
                                                  • Lab-made meat is coming
                                                  • Social Media Analysis

                                                    • Protein is a viral conversation
                                                      • Figure 18: Protein queries, by age, October 1, 2019-September 30, 2020
                                                    • Wellness dominates plant-based protein conversations
                                                        • Figure 19: Plant-based protein top hashtags, October 1, 2019-September 30, 2020
                                                      • White meat doesn’t spark conversation
                                                        • Red meat can’t shake the bad rap
                                                        • Market Opportunities

                                                          • Blur the lines between the butcher and the aisle
                                                            • Give red meat a contemporary spin
                                                              • Figure 20: Red meat products
                                                              • Figure 21: Meat District social media posts
                                                            • Tap into high-protein snacking
                                                              • Figure 22: Snack-sized protein products
                                                            • DTC programs make protein experiences feel premium
                                                              • Figure 23: Butcher Box products
                                                          • Companies and Brands – Key Takeaways

                                                            • COVID-19 benefits brands, but does little to shake up market share
                                                              • Private label makes up a meaty share of the market
                                                                • Plant-based goes beyond burgers
                                                                • Market Share

                                                                  • COVID-19 gives a lift to mature categories
                                                                    • Figure 24: Multi-outlet sales of animal-based protein, by leading companies, rolling 52 weeks 2019 and 2020
                                                                  • Private label catches big waves in seafood
                                                                    • Figure 25: Private label multi-outlet sales of animal-based protein, rolling 52 weeks 2019 and 2020
                                                                  • Contemporary positioning from other red meat brands gain traction
                                                                    • Figure 26: Multi-outlet sales of animal-based protein, by “other” players, rolling 52 weeks 2019 and 2020
                                                                • Competitive Strategies

                                                                  • Power to the plants
                                                                    • Protein gets claim-heavy on packaging
                                                                      • Figure 27: Top 20 claims across protein and meat replacement products, percent change 2018-2019
                                                                    • Flavor forward
                                                                      • Red meat players embrace Latin cuisine
                                                                        • Figure 28: Red meat products with Latin American influence
                                                                      • Fish and seafood brands explore Asian flavors
                                                                        • Figure 29: Fish and shellfish products with Asian influence
                                                                    • The Consumer – Key Takeaways

                                                                      • Protein is a dietary staple
                                                                        • Health and price grant frequency permission
                                                                          • More protein please
                                                                            • Health is both a benefit and a concern
                                                                              • Trade-offs between price and quality are happening
                                                                                • All-natural is the new low fat
                                                                                  • Pork needs to make an impression
                                                                                  • Protein Consumption

                                                                                    • Protein is an essential part of US consumers’ diets
                                                                                      • Figure 30: Protein consumption, repertoire, October 2020
                                                                                    • Appeal to younger consumers’ priorities
                                                                                      • Figure 31: Protein consumption, by age, October 2020
                                                                                    • Price volatility necessitates a focus on value
                                                                                      • Figure 32: Protein consumption, by household income, October 2020
                                                                                  • Protein Consumption Frequency

                                                                                    • Health, affordability drive consumption frequency
                                                                                      • Figure 33: Protein consumption frequency, October 2020
                                                                                    • Young men are the hungriest for protein
                                                                                      • Figure 34: Protein consumption frequency, by gender and age, October 2020
                                                                                  • Change in Protein Consumption

                                                                                    • A fifth of consumers have increased protein consumption
                                                                                      • Figure 35: Change in protein consumption, October 2020
                                                                                    • Young men are eating more animal protein
                                                                                      • Figure 36: Change in protein consumption, by age and gender, October 2020
                                                                                  • Reasons for Increased Consumption

                                                                                    • Consumers recognize the BFY advantages of protein
                                                                                      • Figure 37: Reasons for increased consumption, October 2020
                                                                                    • Younger consumers are snacking more on protein
                                                                                      • Figure 38: Reasons for increased consumption, by age, October 2020
                                                                                    • Men are experimenting with options
                                                                                      • Figure 39: Reasons for increased consumption, by gender, October 2020
                                                                                  • Reasons for Decreased Consumption

                                                                                    • One in ten reduced protein consumption
                                                                                      • Figure 40: Reasons for decreased consumption, October 2020
                                                                                  • Protein Attributes

                                                                                    • Consumers torn between quality and price
                                                                                      • Figure 41: Protein attributes, October 2020
                                                                                    • DTC offerings may deliver on older consumers’ needs
                                                                                      • Figure 42: Protein attributes, by age, October 2020
                                                                                  • Healthy Protein

                                                                                    • Healthy protein starts at the source
                                                                                      • Figure 43: Healthy protein, October 2020
                                                                                    • Older consumers more influenced by BFY claims
                                                                                      • Figure 44: Healthy protein, by age, October 2020
                                                                                    • Women more mindful of BFY claims
                                                                                      • Figure 45: Healthy protein, by gender, October 2020
                                                                                  • Protein Associations

                                                                                    • Protein types have distinct “personalities”
                                                                                      • Tastes like chicken
                                                                                        • Red meat wins in fun, not function
                                                                                          • Special occasion status limits seafood
                                                                                            • Figure 46: Protein associations, correspondence analysis, October 2020
                                                                                            • Figure 47: Protein associations, October 2020
                                                                                          • Improve pork perceptions with young consumers
                                                                                            • Figure 48: Protein associations, by age, October 2020
                                                                                        • Protein Attitudes

                                                                                          • Bring quality and freshness to packaged meats
                                                                                            • Figure 49: Protein attitudes, October 2020
                                                                                          • The conflict between price and quality gets stronger with age
                                                                                            • Figure 50: Protein attitudes, by age, October 2020
                                                                                        • Appendix – Data Sources and Abbreviations

                                                                                          • Data sources
                                                                                            • Sales data
                                                                                              • Forecast
                                                                                                • Consumer survey data
                                                                                                  • Abbreviations and terms
                                                                                                    • Abbreviations
                                                                                                    • Correspondence Analysis – Super Protein – Methodology

                                                                                                      • Methodology
                                                                                                        • Figure 51: Correspondence analysis – symmetrical map – protein associations, September 2020
                                                                                                        • Figure 52: Correspondence analysis – principal map – protein associations, September 2020
                                                                                                    • Appendix – The Market

                                                                                                        • Figure 53: Total US retail sales and forecast of protein, at inflation-adjusted prices, 2015-25
                                                                                                        • Figure 54: Average household expenditures on protein, by segment, at current prices, 2015-20
                                                                                                        • Figure 55: Total US retail sales of protein, by segment, at current prices, 2018 and 2020
                                                                                                        • Figure 56: Total US retail sales and forecast of poultry, at inflation-adjusted prices, 2015-25
                                                                                                        • Figure 57: Total US retail sales and forecast of red meat, at inflation-adjusted prices, 2015-25
                                                                                                        • Figure 58: Total US retail sales and forecast of fish and shellfish, at inflation-adjusted prices, 2015-25
                                                                                                    • Appendix – Retail channels

                                                                                                        • Figure 59: Total US retail sales of protein, by channel, at current prices, 2018 and 2020
                                                                                                    • Appendix – Brands and Companies

                                                                                                        • Figure 60: Multi-outlet sales of poultry, by leading companies and brands, rolling 52 weeks 2019 and 2020
                                                                                                        • Figure 61: Multi-outlet sales of red meat, by leading companies and brands, rolling 52 weeks 2019 and 2020
                                                                                                        • Figure 62: Multi-outlet sales of fish/shellfish, by leading companies and brands, rolling 52 weeks 2019 and 2020
                                                                                                    • Appendix – The Consumer

                                                                                                        • : Figure 63: Meat and fish types used over the last six months, November 2019-June 2020
                                                                                                        • Figure 64: Frozen and refrigerated chicken formats used over the last six months, November 2019-June 2020
                                                                                                        • Figure 65: Kinds of frozen prepared seafood and fish used over the last six months, November 2019-2020

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