"Value-added proteins are benefiting from consumer's at-home cooking habits. Flavors and ingredients that help consumers explore, recreate dining out occasions and feel healthy and natural can keep this momentum going."
Sydney Riebe, Analyst - US Food and Drink
US consumers are navigating a protein market shaped by lingering inflation, with red meat prices high and discretionary spending under pressure. Despite tighter budgets, meat remains a staple in most diets, though over a third limit intake, creating space for poultry, seafood and plant-based alternatives. Policy is supporting protein’s prominence: new USDA/HHS guidelines elevate “high-quality, nutrient-dense” protein at every meal and 53% of diet-focused shoppers prioritize protein.
Home cooking is on the rise, with 46% cooking more than last year and 39% seeking quicker meal ideas. Value-added proteins hit the mark, offering a desirable mix of convenience and scratch-like quality. Gen Z and Millennials drive demand for bold, global flavors and meals that enable customization, Gen X wants novel classics and Boomers value simplicity, showing the need for segmented product development. Convenience claims on protein launches continue to increase, as brands adopt foodservice-inspired techniques and cross-meal concepts, elevating the in-home eating experience.
For the purposes of this Report, Mintel uses the following categories to define proteins:
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