Protein | KRG Hospitality

What’s Up with Meat, Poultry and Seafood?

by David Klemt

We know how plant proteins are performing with consumers but what do we know about how meat, poultry, and seafood are doing?

Well, because of a recent report from Datassential, we know many consumers are “meat-limiters.” And research from the World Resources Institute shows that plant-based performance is nuanced.

Interestingly, the performance of animal proteins on-premise appears to be following a beverage trend: Moderation. According to Datassential, more consumers are reducing their consumption of meat and poultry than increasing it in comparison with 2021.

So, meat-limiters may be indicative of the future of meat consumption.

Consumer Shifts

As the name implies, meat-limiters are limiting or otherwise reducing their consumption of animal proteins. Importantly, it doesn’t appear that a significant percentage of consumers are eliminating animal proteins from their diets.

Rather, many people are simply increasing the amount of plant-based items they’re eating. However, that increase is more aspirational than real in some cases.

Per Datassential’s survey of 1,500 consumers in the US, just over 70 percent of people are meat eaters. In contrast, nearly 25 percent are “flexitarian.” Just two percent are vegan or pescatarian, and only three percent are vegetarian.

So, the vast majority of Americans are still consuming meat, poultry, and seafood. We just now have reason to believe that more consumers may be leaning toward a flexitarian diet.

A bit over a quarter of consumers consume meat every day. Still, many people aspire to eat more vegetables, fruits, and whole grains, per Datassential.

However, there are more pescatarians, vegans, and vegetarians among Gen Z than the overall population. According to Datassential, this could indicate a shift away from animal proteins in the future.

Meat Performance is Nuanced

Just like plant-based performance, meat performance is nuanced. There are many factors at play.

Shifts in what consumers value are driving changes to the performance of proteins. Health, sustainability, the climate, taste, and affordability have an effect on all proteins, animal and plant.

Undeniably, inflation and shaken consumer confidence are impacting protein performance. Everything, it seems, is more expensive at the moment. Generally speaking, animal proteins are pricier than plant-based items.

It makes sense, then, that some consumers are reducing their intake of animal proteins and filling that void with fruits, veggies, and legumes.

Of particular note are shifts in daily and weekly consumption of animal proteins in 2022. Meat consumption once or more per week—beef, lamb, pork, veal—is up three percent. However, there’s a ten-percent increase in consumers eating poultry once or more per week.

Interestingly, daily poultry consumption is down seven percent in comparison with 2021. Likewise, daily consumption of seafood is also down seven percent, and fewer people are consuming it less than once per week.

Plant-based is Down

Despite what some would think, meat-limiters don’t appear to be driving up plant proteins significantly.

In fact, according to Datassential, the daily consumption of plant-based proteins is down. Per the research firm, seitan, tempeh, and tofu are the experiencing the greatest drop in daily consumption.

The fact is that across generations, more consumers eat animal proteins on a daily basis than their plant-based counterparts. Gen Z, per Datassential, consumes more animal proteins on a daily basis than other generations.

So, how does it make sense that people are reducing their meat intake but plant-based isn’t seeing a sizable jump in consumption?

In part, the answer is the growing popularity of plant-forward dishes. These are items, like bowls, that offer a small amount of meat, poultry, seafood or dairy. The majority of these menu items consists of plants but are not free of animal proteins completely.

The path forward may indeed be a plant-forward menu. Of course, this is heavily reliant on a specific concept or brand. Still, it’s likely many restaurants can do well offering mixed dishes, those heavier on plant proteins than animal proteins.

Image: Peter Pham on Unsplash

Note: This article is based on information from Datassential’s “2022 Plant-Forward Opportunity” report. To access a number of free reports, sign up with Datassential today.

Meat-limiters Driving Change

by David Klemt

You’re likely familiar with dietary terms like vegetarian, vegan, pescatarian, and even flexitarian, but what about meat-limiter?

As the name implies, a meat-limiter is a person actively choosing to reduce their meat intake. It’s also an umbrella term that includes vegan, vegetarian, pescatarian, or flexitarian diets.

Earlier this year, Datassential took a look at plant-based opportunities. Over the course of a week, 1,500 Americans ages 18 to 88 were surveyed online.

Datassential conducted their research with three partners:

The Culinary Institute of America
Food for Climate League
Menus of Change University Research Collaborative

The results are revealed within Datassential’s “2022 Plant-Forward Opportunity” report. To access a number of free reports, sign up with Datassential today.

Meat-limiter Guests

Just over a quarter of Americans—29 percent—are meat-limiters in some way. That number climbs to 36 percent for Gen Z, per this Datassential survey.

Of four major diets (vegetarian, vegan, pescatarian, flexitarian), vegetarian and vegan are the least common. The overall US population consists overwhelmingly of meat eaters (71 percent). Nearly a quarter, 22 percent, are flexitarian.

For Gen Z, those same numbers are 65 percent and 19 percent, respectively. Interestingly, Gen Z has more vegetarians and vegans than other generations.

But then there’s this: When it comes to the daily consumption of animal proteins, Gen Z is at the top. It’s Millennials who consume the most plant-based proteins on a daily basis.

Animal proteins are still at the top across generations. However, people are consciously reducing their meat intake and seeking plant-based alternatives.

What’s Driving Meat-limiters?

In comparison to 2021, Datassential hit on a compelling finding. A mere six percent of the US population was actively reducing meat intake last year.

That number has skyrocketed in 2022. This year, per Datassential, 21 percent of consumers can be considered meat-limiters.

Given the pandemic, it makes sense to assume this dietary change is due to personal health. However, climate change is a major driver.

Overall, 55 percent of consumers feel climate change is important. That number climbs to 71 percent for meat-limiters, 69 percent of students.

Half of consumers also feel that plant-based foods, in general, are better for the planet. Nearly half (47 percent) feel these foods are also more sustainable. Again, the number increases for meat-limiters and students (and Millennials, as well).

Interestingly, two-thirds of consumers feel traditional plant-based food items are healthier than new plant-based meat alternatives. However, a little over 60 percent of consumers find both plant-based food categories healthy.

Takeaway

Before proceeding, it’s important to recognize that a survey of just 1,500 people comes with a margin of error.

Still, the results are compelling and provide insight into today’s consumer. Among the top insights:

Consumers are trying more plant-based menu items.
Climate change and sustainability are driving consumer decisions.
More consumers are concerned with their health.

Per Datassential, one way to appeal to a wide range of guests is offering “mixed dishes.” These are menu items that combine animal and plant proteins. Another way forward is menuing plant-forward dishes that include a small amount of meat, poultry, fish, or dairy.

If we accept that only a tiny fraction of the US population is vegetarian or vegan, targeting flexitarians and daily meat eaters in this way makes sense.

Image: Yoav Aziz on Unsplash