IFIC Spotlight Survey: Consumer Viewpoints & Purchasing Behaviors Regarding Plant & Animal Protein
January 26, 2021
Research Type
Between the popularity of plant-based eating and diets like keto and Paleo, protein continues to be top-of-mind for American consumers. But exactly when and why do people prioritize protein? What are the purchasing influencers for the variety of options on the market? And what do people think about new choices being created through scientific advances—such as cell-based meat? This survey aimed to find out. In addition to demographic information like race and ethnicity, gender and age, this survey also examined the impact of the eating patterns people follow on their perceptions perceptions and behaviors related to protein. Throughout, we’ve highlighted notable differences in responses between omnivores, vegetarians, vegans and pescatarians.
The International Food Information Council (IFIC) commissioned an online research survey with consumers based in the US to measure knowledge, attitudes, and beliefs about plant and animal protein. One thousand adults aged 18+ years completed the survey from November 9-10, 2020, 4-9, and responses were weighted to ensure proportional results.
Key findings include:
- Most people try to eat protein at dinner and lunch; far fewer do so when eating snacks and desserts.
- Taste, type of protein, healthfulness and price rank highest in people’s consideration of protein choices, far outpacing purchase influencers like environmental sustainability, animal welfare and protein quality.
- Most people have tried at least one new type of plant protein in the past year. Vegetarians, vegans, pescatarians, people under 45 and those with a college degree were generally more likely to have opted for something new.
- While not yet on the market in the U.S., consumers are skeptical of cell-based meat.