MINNEAPOLIS — Cargill’s North American Protein business recently released its annual Protein Profile, which provides insights into consumer preferences and meat and poultry purchasing habits.
The company said the report dove deep into shoppers’ mindsets, desires and behaviors, as well as the latest culinary technology as seen through the protein lens.
In its report, Cargill highlighted four macro trends that will affect brands in the foodservice and retail protein segments.
“As a fundamental nutrient in our diets, protein’s power to nourish our bodies can’t be overlooked,” said Hans Kabat, president of Cargill’s North American protein business. “‘The Protein Profile” leverages our decades of expertise across the North American CPG footprint to identify compelling consumer demands, technology innovations and proprietary category insights that are shaping protein today and tomorrow.”
The first trend, “Less is More,” focuses on how households are shrinking, which changes how many consumers shop, prepare and cook meals. According to the report, 64% of US households are one or two people, up from 46% in 1970.
“While some one- or two-person households want smaller packages of protein to avoid unnecessary food waste and control overall costs, others purchase larger quantities and freeze for later use,” Cargill said.
Many consumers are also planning ahead with purchases intended for future use. The report pointed out that 62% of people freeze chicken breast “most” or “every” time they buy the product. The same trend of freezing products after purchase applied to ground beef (61%), pork chops (61%), and steak, roast, ribs or brisket (57%).
Next, under “Simplify My Life,” the meat producer looked at why more meals are being consumed at home, whether home cooked or takeout. The trend also showed that consumers are increasingly preferring easier, faster mealtimes.
For example, heat-and-eat meals have increased, representing 1-in-7 (15%) of all meal occasions today. The report also showed that 63% of shoppers order groceries online at least occasionally.
“Technological advancements are at the forefront of this continued trend, with new and enhanced capabilities like AI and automation enhancing everything from order processing to fueling custom recipe inspiration,” Cargill said.
The third trend identified by Cargill was “Connecting Cultures and Cuisines.” Throughout the country, global cuisines have started to become a comfort food for Gen Z and millennial consumers. The data from the report showed that 48% of millennials and 58% of Gen Z consumers ate globally-inspired food in the past week.
“Global flavor expansion has greatly impacted protein-centric meals and snacks, with culinary chefs and foodservice operators alike creating new food protein experiences and expanding offerings in bold, new ways,” the report stated.
The last trend in the profile detailed “Redefining Value” and highlighted how food behaviors continue to shift depending on the costs consumers are willing to absorb.
One category consumers continue to support is replacing restaurant experiences by choosing deli-prepared meals or recreating meals at home.
“While some are choosing premium items to prepare at home, others are prioritizing value by choosing simpler meals while shopping and dining,” the company said. “This dichotomy reinforces that many are defining protein ‘value’ on their own terms and it’s no longer a one-size-fits-all approach.”
The entire Protein Profile by Cargill is available here.