One thing from beef to chicken and eggs has the greatest influence on consumers. More protein is essential for a healthy diet.
This is largely in the latest annual Cargill. Protein profileSince 2025, this has been deeply immersed in trends, behavior and cultural changes that lead the demand for protein. In this report, the company’s North American food team reveals consumer preference and cultural dynamics full of important insights to food companies.
For many years, social media platforms such as Instagram and Tiktok have led the conversation about the important role of protein for physical and emotional welfare, and the new diet trend has created ‘social subculture of protein’. This data is valuable to retailers, food service operators and brands on how to place protein for consumers.
“Social media has had a big impact on the eating habits and eating habits, and the food brand and food service operator have created a unique opportunity to use these trends. In cooperation with influential people who promote specific diets such as predators, the brand can create a clear content that reaches the audience and shows the product.”
Glen Don Taylor
Cargill Food Marketing Director
Move protein preference
People eat more protein at any time, prioritize all snacks and meals, and use animal protein such as meat and poultry as the best choice. 74%of consumers say that eating meat is an important part of my diet. US meat consumption is expected to reach 269 Pound per person by 2027 258 According to Innova Market Insights, 240 pounds per person per person in 2023.
Despite inflation and food costs, demand for protein is still high. Shoppers who are sensitive to budget select cost -effective proteins such as beef and chicken to maximize savings using discounts, loyalty programs and personal label brands. When consumers eat, they are looking for food services that will provide unique things that cannot be reproduced at home. Food service operators said that 65%plan to deploy new LTOs in the second quarter of 2024 (significantly higher than before).
Protein: New well -being driver
The advantage of protein is more important than the physical health, and consumers are essential to mental focus, emotional welfare and lifespan on proteins. Protein is considered to help people become better parents, partners and employees.
Consumers report the top five advantages of protein as follows.
Many consumer transplants are looking for beef products that meet the limitations. 1-in-3 and 1-in-4 beef consumers are interested in beef products qualified with Cosher (32%), 30 (28%), Paleo (24%) and Halal (23%).
Consumer and label: Where is the protein?
Shoppers are increasingly focusing on protein content, and 57%of the label leaders have specifically checked protein information. Many of the parents are willing to pay more costs for products marked as “good protein sources”. Half of the fresh beef consumers argue that the ‘source of excellent protein’ is ‘extremely’ or ‘very important’ in the purchase decision.
“Moving” protein snacks
As consumers pursue convenient and simple snacks, demand for protein -rich options has soared. 63%actively finds protein when choosing a snack. Totally cooked meat, protein bars and shakes are considered an easy way to meet protein demands in a busy lifestyle. Various population statistics see protein snacks to maintain energy levels and manage hunger between meals to evaluate the overall balanced diet.
Young consumers are more likely to eat snacks on the go. For example, 40%of Generation Z, 36%of the Millennium generation, 30%of the X generation, and 16%of Boomers eat snacks at home more than once a day.
Stress and relaxation are an important driver for young consumers, and 23%of Z and 25%of the Millennium generation relieve stress. The food industry is now seeing tremendous growth in portable options such as beef jerky, immediate meat, protein bar and shakes. This is especially true for the Millennium and Z generations who want the values, convenience and quality of protein options that can ideal for busy lifestyles and are easy to prepare.
Using insights on trends and behavior strategies
The food industry can pursue an identified opportunity in various ways in this data.
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Retailer:
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Promote digital assets Emphasize the nutritional value of high protein products and protein on your website and app.
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Target baby boom generation Promotion and store event for premium health -centered protein products.
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Connect the promotion for the trend diet It attracts health -sensitive consumers in social media such as Paleo and Carnivore.
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Food Service:
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Center marketing efforts for high protein meals It attracts health -sensitive consumers and emphasizes the nutritional benefits of protein.
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Use of limited time proposals (LTO) It creates and sells memorable meals for unique dishes such as animal protein and beef and fish.
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Participate in social listening We maintain the update for cooking trends and develop menu items that are currently resonating with consumer preferences.
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Brand:
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Emphasize the benefits of protein By enhancing energy provision, taste strengthening, enhancing satiety and weight management.
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It makes the protein content outstanding in the label Her health -sensitive consumers can easily identify protein -rich products.
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Use the power of social media It directly participates in consumers, especially the Z generation, and affects eating habits.
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Protein takeout
“Protein is important for people’s diets because it meets important demands such as energy, weight management and mental focus.
Cory lommel
Cargill Food Consumer Insights Director
In the list of consumers’ shopping lists, new opportunities are appearing in food companies if meat, poultry, dairy and other animal protein are high. Apply this meaningful protein trend and apply it to action. Cargill’s 2025 “Protein Profile. ”
