Convenient. Multicultural. These are the protein products younger generations are looking for. That’s according to the “Protein Profile,” a new report created by Cargill’s North American Protein Business. Across the protein industry, the report analyzes consumer insights, shopper perceptions, packaging preferences, and more — uncovering four macro-trends and their implications.
Two of the top trends are a desire for convenience, to “simplify my life,” and consumers’ increasing preferences for globally inspired foods, or “connecting cultures and cuisines.”
The race to capitalize on these trends will be won by food companies who can lead with protein in a way that appeals to the palates and wallets of the younger generation, beholden with purchasing power like never before.
Global flavors at the forefront
The future of protein is multicultural. A striking 58% of Gen Z consumers have eaten globally inspired food in the past week, according to Datassential. Cargill’s report shows that this boundary-pushing, multicultural cuisine is 2024’s modern comfort food.
“Latin and Hispanic cuisines are leading the way in cuisine preferences, especially as younger consumers gain share of wallet,” says Jay Furnald, Cargill’s consumer insights manager. “While Gen X and Boomer generations overwhelmingly chose American cuisine as their favorites, Gen Z consumers prefer Mexican and Chinese foods instead.” According to Givaudan, 53% of consumers want to see more globally inspired foods at their local grocery store.
Highlighting traditional Mexican meats, like al pastor, carnitas, and barbacoa that incorporate Latin ingredients such as habanero peppers, chili lime and chimichurri sauces, is a compelling way to impress shoppers that place high value on diverse flavors. Brands can also develop recipes that fuse global influences to capitalize on the “chaos cooking” trend. These new dishes, like bulgogi steak enchiladas, or Korean chicken elote, blend multicultural influences together for truly unique flavors.
Backed by Cargill’s findings, here’s how brands and providers can respond accordingly:
- Retailers can embrace fusion dishes and protein marinades that appeal to consumers looking for globally inspired foods.
- Food brands can pivot toward multicultural marketing and recipes.
- Food services can elevate increasingly popular proteins, like angus steak or chicken thighs, with bold spices and chilis.
Keeping it simple
Another breakout finding in the report is consumers’ growing expectations for convenience. With post-pandemic schedules demanding more of their time, shoppers are seeking out shortcuts in the kitchen. This is where convenient protein becomes crucial.
Heat-and-eat, deli-prepared meat or pre-marinated proteins are prime examples of how to make consumer lives easier with low-effort cooking. To win over these shoppers, leading retailers must adapt proactively, like the 82% of retailers already expanding space for grab-and-go meals, shared by FMI in “The Evolving Grocery Experience.”
The “Protein Profile” provides a framework for food manufacturers to address this convenience-factor. For instance, cut and marinated beef patties and other value-added beef products appeal to 77% of Millennials and Gen Z consumers, per the “Power of Meat” from FMI.
“We’ve seen a lot of success highlighting products that consumers can build an entire meal around,” says Tammy Gonzales, Cargill’s senior marketing manager of deli and prepared entrees. “For example, our Charter Reserve premium meats offer time-sensitive consumers an easy, versatile protein with lots of flavor already included.”
Speedy QR payments, curbside pickup and digital ordering are also prime examples of how shoppers and diners are looking for convenience. Per FMI, 63% of shoppers purchase groceries online at least occasionally, and findings from Circana’s CREST® indicate that digital ordering in food service has skyrocketed by 161% since 2019.
“Whether it’s for pick-up or delivery, we see consumers using a variety of apps to purchase protein, both from foodservice and retailers as well as intermediaries like Instacart and DoorDash,” says Cory Lommel, director of consumer insights at Cargill. “Ensuring your protein products have a strong digital presence helps earn consumers’ interest during that critical decision point.” With the awareness that Gen Z and Millennials are embracing frictionless technology, food companies can keep pace with tech innovation to drive engagement and satisfaction.
Operationalizing trend insights into action
The bottom line: leveraging protein in all food sectors is crucial, particularly as these younger demographics call for high-quality, multicultural meals that can be bought and made in fast, effortless ways.
It’s imperative that food businesses, invigorated by Cargill’s latest insights, pilot research and development initiatives around protein products, building on the pillars of international flavors and convenience.
To get insider access for more of these in-depth protein trends, predictions and strategies food companies should prioritize, read Cargill’s “The Protein Profile” here.
