What is the driver of high protein demand

In recent years, there has been a resurgence of high-protein diets, driven by influencers and social media, and, more recently, by the United States Government and the USDA. A good example is the carnivore diet, which promotes muscle building, weight loss, and hormone regulation.

• High protein intake is particularly popular among Generation Z (13 to 28 years old), who have blended their high-protein diet with gym culture, which is reinforced on social media.
• Interestingly, both Baby Boomers (61 to 78 years old) and Generation X (46 to 60 years old) also focus on protein because of its role in slowing age-related muscle loss.
• Further fuelling the need for meat has been the enormous demand for GLP-1 weight loss drugs such as Ozempic. In a recent US survey, 7 per cent (pc) of all medical prescriptions involve weight-loss medications such as Ozempic, according to Truveta Research. This corresponds to 18 million people, who were, on average, aged 40 to 64 years. The recommended diet for GLP-1 users is a high-protein, low-carbohydrate diet with smaller portions, due to a suppressed appetite and slow digestion.
• Market analyst, UBS, forecasts that 40 million people by 2029 will be on GLP-1 weight loss drugs that will have a market value of $126 billion USD.
• Dietary experts claim that high-protein diets can help manage hunger, preserve muscle mass, and support long-term weight loss. The advice supports a balanced approach that includes vegetables, fruits, and grains, but there is no doubt that meat occupies a larger portion of the plate.

The bottom line

The increased demand for meat is intergenerational, with all meat types benefiting from this demand surge across all age groups. With government backing and the growing use of weight-loss drugs, the trend toward high-protein diets is likely to persist.