Mintel: Consumers to adapt ‘less but better’ approach to animal proteins

By Mary Ellen Shoup

- Last updated on GMT

©GettyImages / Moussa81
©GettyImages / Moussa81

Related tags Mintel animal protein plant-based meat plant-based protein coronavirus

Animal proteins will become less of a center-of-the-plate staple for many consumers, according to Mintel, which attributes the shift to the ability to meet protein needs from a wider variety of sources, and ongoing concerns about food safety and price due to COVID-19.

Meat staples, including beef and chicken, were flying off the shelves when the pandemic hit, but as the world enters a “new normal” ​with COVID-19, consumers likely will buy less meat, less often, but when they do they will seek quality sourcing, transparency, and sustainability, noted Mintel in its 2020 ‘Protein and produce in a post-COVID-19 world’ report​.

“Cleaner processing techniques and climate-friendly approaches to raising animals and harvesting meat, resulting in lower yields and higher prices, will lead consumers to see meat as a luxury instead of a commodity,”​ the market research firm said.

“These predictions still hold true in that consumers will be leaning on a wider variety of protein sources, but the global pandemic has shifted the timeline and some of the reasons why consumers might be eating less meat.”

Price will remain a strong factor for many consumers when choosing to buy animal proteins as they rein in spending in an economic recessionary environment, Mintel added.

“Pork and beef will be especially challenged in the post-COVID-19 reality because plant closures and strains on farms will result in higher prices. In a price sensitive environment, even the category’s most avid consumers might be willing to trade down, or out, to save money.”

Embrace a holistic definition if sustainability

Meat companies will need to ramp up their sustainability commitments and embrace a more holistic definition of sustainability to address ethical and environmental concerns to capture consumers’ shifting priorities, according to Mintel.

“This is tied to the economic recession, supply chain challenges and a consumer mindset shift towards personal health and planetary preservation,”​ said Mintel.

“The focus will shift towards supporting people and communities as farmer and worker welfare is in the spotlight due to COVID-19.”

Appeal of plants will continue to grow

The zoonotic origins of the coronavirus have raised concern over meat safety for many prompting a larger consumer shift towards plant-based meat alternatives, noted Mintel.

According to the report, 45% of US consumers strongly or somewhat agree that plant protein is healthier than animal protein.

Fruit, vegetables, and legumes will also benefit from elevated consumer interest in whole foods over more processed alternatives.

Mintel also noted that consumers will become more interested in cultured meat – which hasn’t hit the market yet – as result of food safety concerns over animal proteins.

“In light of the hygiene, safety and sustainability concerns, consumers will become more receptive to cultured meat,”​ said Mintel.

“One of the key advantages of lab-grown proteins is a shorter supply chain allowing for a more mechanized and ‘localized’ production.”

Communicate health and value

Protein’s connection to immune health and overall wellbeing will become a key selling point for meat, which offers high-quality protein, the report stated.

“There’s an opportunity for brands to strategically connect with flexitarian and omnivore consumers alike by aligning with the benefits of protein- and whole food-centric dietary patterns,”​ said Mintel.

Communicating value by providing convenient, healthy, and tasty meal solutions such as more enticing meal kits and ‘grocerant’ restaurant-quality offering will be key for meat products seeking to maintain its place in the American at-home diet, according to Mintel.

“Showcasing value will be key to maintaining share of plate for animal proteins and substitutes alike, especially as pressure from cultured meat intensifies when these products reach economic scale,”​ said Mintel.

Related news

Show more

Related products

show more

Consumer Attitudes on Ultra-Processed Foods Revealed

Consumer Attitudes on Ultra-Processed Foods Revealed

Content provided by Ayana Bio | 12-Jan-2024 | White Paper

Ayana Bio conducted the Ultra-Processed Food (UPF) Pulse survey, offering insight into consumers’ willingness to consume UPFs, as well as the variables...

Future Food-Tech San Francisco, March 21-22, 2024

Future Food-Tech San Francisco, March 21-22, 2024

Content provided by Rethink Events Ltd | 11-Jan-2024 | Event Programme

Future Food-Tech is the go-to meeting place for the food-tech industry to collaborate towards a healthier food system for people and planet.

Palate Predictions: Top Flavor Trends for 2024

Palate Predictions: Top Flavor Trends for 2024

Content provided by T. Hasegawa USA | 08-Jan-2024 | Application Note

As consumers seek increased value and experience from food and beverages, the industry relies on research to predict category trends. Studying trends that...

Related suppliers

1 comment

natural herb has the power to heal any disease

Posted by sylvia michelle,

Unbelievable miracle. This is real take it serious, who will believe that herbs can cure Herpes, i never believe that this will work I have spend a lot when getting drugs from the hospital to keep me healthy, what i was waiting for is death because I was broke, one day i hard about this great man who is well know of herpes and cancer cure, i decided to email him, unknowingly to me that this will be the end of the HERPES in my body, he prepare the herb MEDICINE for me, and he send it through courier services he also told me how many days it we take to get to me, so i actually receive the herbs he give me instruction on how to take it, at the end of 2 weeks, he told me to go to the hospital for a check up, and i went, surprisingly after the test the doctor confirm me negative, i thought it was a joke, I went to other hospital it was also negative, then I took my friend who was also suffering from cancer to the Dr ituafelice, after the treatment she was also confirm free . He also have the herb to cure cancer and the diseases listed below;
1. HIV&AIDS
2. ASTHMA/HSV 1,2,3
3. HAND FOOT AND MOUTH DISEASE
4. ALS/LUPUS
5. SKIN EFECTION/SICKLE CELL
6. IMPOTENCE/STD
7. BARENESS/INFERTILITY
8. DIARRHEA/DIABETICS
9. PENIS ENLARGEMENT.
10. DIABETES TYPE1,TYPE2,TYPE3...etc
please i want every one with this virus to be free, that is why I will be dropping his email address,
Dr.ituafelice@gmail.com call or Whatsapp him on +2347086177362 together we fight to become healthy

Report abuse

Follow us

Products

View more

Webinars