US processor Cargill has outlined some of the key trends in the protein sector for 2020, focusing on how consumer habits are shifting as well as perception of the meat industry has changed.
From block chain to social media, and even taking in new pack sizes, these trends offer an insight into what is driving protein shoppers in 2020.
US consumers have a growing appetite for protein, with Nielsen data stating that 55% of US households say high protein is an important attribute to consider when buying food. In fact, 65% of consumers often or always think about protein in their diets and 46% are trying to increase protein intake.
Meat eating in the US is still an important part of the diet, with 86% of shoppers reporting they eat animal protein. And more than two-thirds of consumers say they intend to maintain or increase their consumption of animal protein in the next year.
Consumer interest in non-meat protein options is increasing – from hybrid products to plant or cell-based and even insect protein. The number of new US food and drink products that mentioned ‘plant-based’ grew 268% between 2012 and 2018 (Mintel) while 87% of Americans are using plant-based protein in their diets (Forbes).
Technology is driving the personalized nutrition movement as scientists are getting closer to being able to provide guidance for each person about what their ideal diet should be by utilizing artificial intelligence and machine learning.
According to Cargill’s Future of Beef report, in addition to looking for beef to be on sale more often, consumers are looking for retailers to offer beef in smaller packages, feeding one or two people. This trend is especially popular among senior singles.
The ‘now’ culture created by online retailers is translating to food. Consumers can get meals by mobile ordering, delivery services, delivery meal kits, in-store meal kits and kiosks, and meat is expected to be no different.
Most consumers say that USDA grades are important to them. And claims that support personal values, such as sustainability, also appeal to many consumers. However, the myriad of messages that are used today has caused a degree of confusion amongst beef consumers. Cargill believes there is an opportunity for the industry to help educate consumers so they can make more informed decisions.
According to Cargill, consumers are moving out of their comfort zones to explore bolder global flavors such as African and Latin American profiles. This more adventurous consumer is being driven by a world that is connected through travel and social media.
According to Cargill, more of our daily eating is snacking versus sit-down meals. As a result, nutrition needs to be provided in convenient, snackable formats. Today the refrigerated section of the grocery store is filling with fresh snacks, including protein, as are convenience stores.
Consumers increasingly want to know where their food comes from and better understand the supply chain that brings it to them. Technologies like blockchain can aid farm-to-fork programs, enhancing food security and traceability.
