As we approach a new year, the demand for protein-rich products continues to shape shopping habits, reflecting a growing consumer interest in both animal-based and select plant-based proteins. According to the 2024 IFIC Food & Health Survey, the percentage of Americans expressing a desire to consume more protein is projected to reach 71% in 2024, compared to 59% in 2022. This trend underscores the significance of proteins in the American diet, with consumers having varied preferences for different sources.
The meat department is reaping substantial benefits from this trend. Data from Circana, a Chicago-based insights firm, indicates that meat department sales are expected to approach $102.8 billion in 2024, an increase from $99.8 billion in 2023. Interestingly, this growth is not solely attributed to inflation; the volume of meat sold also increased, with 22.6 billion pounds expected to be sold in 2024, compared to 22.3 billion in 2023.
The Importance of Value
Understanding consumer behavior in the protein sector requires a closer look at what “value” means to shoppers. Rikki Ingram, director of beef and pork marketing at Tyson Foods, points out that consumers are increasingly seeking value that incorporates not just price but also quality, health, and nutrition. This sentiment is echoed in a report from 210 Analytics, which highlighted a significant 4.9% sales increase in fresh meat during October 2024 compared to the previous year, with lamb, beef, and pork leading the way in sales growth.
Research reveals that taste, price, health/nutrition, and ease of preparation are fundamental factors influencing protein purchases. A webinar conducted by the Meat Institute and Amcor noted that 76% of consumers have made changes to their meat and poultry purchases over the past year, with 54% adjusting quantities, 45% switching types, and 40% changing brands.
Changing Preferences and Trends
Economic factors, including inflation, are undoubtedly impacting consumer choices, but evolving dietary preferences play a substantial role as well. Kroger’s 2025 trends forecast highlights a movement referred to as “The Protein Renaissance.” This ongoing trend reflects a shift toward proteins being viewed not merely as a means for muscle building, but as essential components for maintaining daily energy and supporting overall health. Among traditional staples, interest in collagen and plant-based proteins such as beans, lentils, and hemp seeds is on the rise.
Whole Foods Market anticipates that consumers will continue to seek more protein-rich options, particularly through “whole-food” snacking and mealtime enhancements. This has led to a renewed interest in previously underutilized types of meat, including blends that combine traditional muscle meats with organ meats. Such variations are gaining traction as meal preparation becomes more home-centric.
Monica Camarin, senior brand manager at Prairie Fresh Meats, emphasizes that the rising costs of dining out are prompting consumers to look for exciting ways to enhance their home-cooked meals. Today’s shoppers are inspired by their favorite restaurant experiences, seeking quality and flavor at home.
Trending Products and Categories
Several emerging trends are shaping the protein marketplace. First, flavor shortcuts are in high demand. Consumers are opting for value-added proteins, like seasoned and marinated meats that save time while delivering satisfying meals. For instance, Prairie Fresh has introduced pork tenderloins in popular flavor profiles such as Hatch Chile and Honey Sriracha.
Tyson is also capitalizing on this trend, with a diverse array of seasoned and marinated meats. New offerings like Garlic Thyme & Rosemary Bone-In Frenched Pork Loin Roast and Savory Campfire Pork Chops have been tailored to meet consumer demand for gourmet meals with minimal preparation effort.
Moreover, economic conditions are leading shoppers to prioritize price—especially during periods of uncertainty. The Meat Institute’s trends presentation highlighted how ground meats have seen sales grow 3.8 times faster than other cuts, while boneless chicken thighs and legs are particularly appealing to younger consumers across the Millennial and Gen Z demographics.
In addition to traditional meats, shoppers are discovering an array of protein-rich products spanning the store. New jerky flavors, collagen-rich bone broths, and protein-based snacks are increasingly popular. While plant-based alternatives have seen a decline—an 7.8% drop in sales in 2023—stand-alone plant protein products continue to attract dedicated consumers.
Sustainability as a Key Factor
Consumer interest in sustainability cannot be overlooked. Transparency in production practices plays a pivotal role in shaping perceptions and preferences. Brands like Force of Nature are gaining traction with regenerative meats touted as “climate friendly.” Resources such as The Good Meat Project help consumers make informed choices by providing insights on ethical sourcing.
Camarin notes that consumers are looking for nutritious options and value the quality of food they serve their families. Operating under “The Prairie Fresh Way,” Seaboard Farms emphasizes a connected food system, ensuring that quality control starts from the farm and extends through to delivery.
In conclusion, the protein market is at a fascinating intersection of value, diverse choices, and a commitment to sustainability. As we move into 2025, understanding these trends will be crucial for marketers and retailers aiming to capitalize on consumer preferences in this thriving sector.