Prime Time for Protein: Rising Demand in Grocery Stores

The increasing demand for protein-packed products continues to shape grocery store trends. As consumers prioritize health, value, and convenience, the protein market is undergoing a transformation, with shifts in preferences for animal-based, plant-based, and innovative protein forms. Here’s a closer look at what’s driving the protein renaissance in 2024 and beyond.

Protein’s Rising Popularity

Consumer Interest in Protein

According to the 2024 IFIC Food & Health Survey, 71% of Americans are aiming to consume more protein, up from 59% in 2022. Shoppers view protein as a source of energy and a cornerstone of health, fueling steady growth in the category.

Meat Department Growth

The fresh meat sector remains a cornerstone of protein demand:

• Sales Growth: Projected to reach $102.8 billion in 2024, up from $99.8 billion in 2023.
• Volume Increase: Rising to 22.6 billion pounds, indicating growth beyond inflation-driven sales.
• Category Leaders: October 2023 data showed beef (+7.5%), pork (+6.1%), and lamb (+11.5%) leading gains.

Shopper Priorities: Value, Convenience, and Health

Defining Value

Value extends beyond price to include quality, nutrition, and ease of preparation. For example:

• Convenience: Marinated and seasoned meats are increasingly popular, allowing consumers to save time while enjoying restaurant-quality meals at home.
• Affordable Cuts: Ground meats, chicken thighs, and legs are gaining traction as budget-friendly options.

Health and Nutrition

Consumers are seeking protein options to support energy levels, overall health, and dietary goals. Trends include:

• Increased interest in collagen-rich and high-protein products like bone broths and jerky.
• Diet alignment with plans like Keto, Paleo, and Mediterranean.

Protein Trends to Watch

1. Value-Added Products
   Marinated and seasoned meats, like Prairie Fresh’s Hatch Chile Pork Tenderloin or Tyson’s Garlic Butter Sirloin Bites, are appealing to home cooks who value flavor shortcuts and minimal prep time.
2. Diverse Protein Forms
   Beyond traditional meat, consumers are exploring new protein options:
   • Snacks: Protein-based salty snacks and jerky varieties.
   • Plant-Based Alternatives: While sales of meat substitutes have slowed, other plant-based proteins, such as lentils and hemp seeds, are gaining ground.
3. Variety and Innovation
   • Whole Foods predicts increased interest in meat blends, such as ground beef combined with organ meats.
   • Shoppers are drawn to bold flavors, global cuisine, and products inspired by restaurant trends.
4. Sustainability and Transparency
   • Brands like Force of Nature promote regenerative meats, appealing to environmentally conscious consumers.
   • Shoppers seek transparency about farming practices, animal welfare, and product origins.

Meeting Evolving Consumer Needs

Retailer Strategies

• Enhance the Meat Department: Offer a mix of value cuts, marinated options, and premium products.
• Expand Protein Variety: Incorporate plant-based options, protein snacks, and sustainable products.
• Leverage Insights: Monitor flavor trends and highlight health benefits to align with shopper preferences.

Consumer Benefits

Retailers and brands that cater to evolving preferences can help consumers find affordable, nutritious, and convenient protein options while promoting sustainability and transparency.

As 2025 approaches, the protein market is poised for continued growth, driven by innovation, shopper education, and an emphasis on meeting diverse consumer needs. Keep informed on Meat section on our webste today!