Page 4 - Impact Fall 2022

AMERICANS PICK
THEIR PROTEIN
The majority of today’s consumers prefer animal-based protein, but demand for plant-based products is growing
While it’s commonly acknowledged that proteins are vital to a healthy diet, U.S. consumers have varying opinions on which types they prefer to eat today and what they expect to eat in the future.
According to a recent CFANS Insights survey, 80 percent of U.S. adult consumers today prefer pork, beef, poultry, and fish as their main sources of protein. Plant protein is gaining popularity, however, with 31 percent of consumers saying they will eat more plant protein over the next five years.
As America’s preferences for protein continue to evolve, the global plant-based protein market is rapidly expanding. Valued at USD $29.4 billion in 2020, this sector could surpass USD $162 billion by 2030, composing 7.7 percent of the global protein market. In
the survey, Gen Xers indicated the highest preference for plant protein today at 26 percent, compared to 20 percent across other consumer segments. Their younger Gen Z counterparts, however, expressed the most willingness to pay more for plant protein options at 44 percent.
“Plant-based proteins are more in demand than ever before,” said Pam Ismail, PhD, founder and director
of the Plant Protein Innovation Center (PPIC) at CFANS and professor in the Department of Food Science and Nutrition. “As a society we are becoming increasingly
focused on the interconnected health of people, animals, and the planet. With that, the demand for plant-based protein has grown steadily,” she said, noting that increases in environmental awareness among consumers, as well
as increases in health-conscious consumers and in the vegan/vegetarian/flexitarian population are key drivers for plant protein popularity.
Sustainability: The meat of the matter
Currently, the meat and poultry industry makes up the largest segment of U.S. agriculture, with a market size of nearly USD $170.4 billion, and is expected to reach nearly USD $215.8 billion by 2028. While meat is clearly an American staple, 36 percent of animal product consumers do express a clear concern about the environmental impacts from the industry.
“Consumers continue to demand traditional protein options, but they are clearly signaling an expectation
of the animal protein industry to do more to address environmental concerns,” said Mike Schutz, PhD, professor and head of the Department of Animal Science. “It’s our responsibility as a research institution to discover new ways to feed a growing population while preserving and protecting our planet.”