By understanding the distinct priorities and purchase drivers of regular meat consumers versus alternative diet followers, alternative protein developers and advocates can develop targeted approaches to protect and grow their position in the years ahead. Ongoing research to track how these consumer segments and broader protein consumption patterns are shifting over time will help ensure plant based proteins can adapt proactively to emerging threats and opportunities.
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by Tom Sodoge, Unsplash
A comprehensive new study suggests that despite their rising
profile, plant-based protein alternatives are not significantly
displacing beef consumption in the United States.
A comprehensive new study suggests that despite their rising
profile, plant-based protein alternatives are not significantly
displacing beef consumption in the United States.
Plant-based protein products, designed to mimic the taste and
texture of traditional meat items, have emerged as an increasingly
visible meat alternative in the U.S. food market. Made from
ingredients like soy, pea protein, and wheat gluten, these products
are often marketed as more sustainable and ethical choices that
deliver similar nutritional benefits as animal proteins.
In this study, researchers recently completed an in-depth analysis
of how emerging plant-based protein options are impacting consumer
demand for traditional beef products. Funded by the Cattlemen’s Beef
Promotion and Research Board, the study surveyed a representative
sample of over 3,000 U.S. residents in 2020 regarding their protein
choices, perceptions, and preferences. This type of research is
obviously slanted from a beef industry perspective, but it offers a
range of insights for plant-based advocates as well.
The findings underscore how conventional beef products still
dominate, while also highlighting the need for proactive efforts to
maintain beef’s competitive edge. Among the key takeaways:
While plant-based proteins are not currently capturing a sizable
share of the beef market, demographic patterns point to the
importance of continued industry vigilance. The consumers most
inclined to choose plant-based options are younger, more affluent
and educated, concentrated in Western states, and more attuned to
health and environmental concerns when making food choices — a
profile that is likely to expand in the coming years.
For the time being, the researchers advise beef industry
stakeholders to focus on leveraging the core attributes that drive
beef demand among habitual meat eaters, such as taste, freshness,
and food safety. Highlighting beef’s nutritional strengths or
including the availability of lean cuts could also help preserve
beef’s appeal. At the same time, the authors suggest against
over-investing in efforts to compete head-on with plant-based
products. This risks compromising the key selling points that
support beef’s popularity while chasing a still modest slice of the
overall protein market.
The study recommends keeping a close eye on the main attributes
currently propelling plant-based demand among a subset of consumers:
perceived health benefits (like lower cholesterol and fat), ethical
advantages (animal welfare), and reduced environmental impact.
Future policies addressing greenhouse gas emissions from cows may
ultimately favor plant-based alternatives by increasing the cost of
farming cows. If plant-based products make further strides in these
areas while also achieving taste and price parity, they could pose a
more serious challenge to beef’s dominance.
By understanding the distinct priorities and purchase drivers of
regular meat consumers versus alternative diet followers,
alternative protein developers and advocates can develop targeted
approaches to protect and grow their position in the years ahead.
Ongoing research to track how these consumer segments and broader
protein consumption patterns are shifting over time will help ensure
plant based proteins can adapt proactively to emerging threats and
opportunities.
Meet the Author: Aeneas Koosis
Aeneas Koosis is a food scientist and community nutrition advocate,
holding degrees in Dairy Chemistry and Plant Protein Chemistry. He
is currently working towards a PhD in Nutrition, concentrating on
enhancing public health through meaningful improvements in grocery
store design and practices.
Citations:
Tonsor, G. T., Lusk, J. L., & Schroeder, T. C. (2021). Impacts of New Plant-Based Protein Alternatives on U.S. Beef Demand. Report prepared for the Cattlemen’s Beef Promotion and Research Board. Kansas State University.
Summary By: | Original Study By: Tonsor, G. T., Lusk, J. L., & Schroeder, T. C. (2021) | Published: August 15, 2024 - Estimated Reading Time: 3 minutes