Simon Quilty of Global Agri Trends takes a look at the recent resurgence of high-protein diets, and what is driving demand for protein across the generations.
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.
Several important points about the recent fad for high-protein diets suggest that this is more than a fad and that a long-term change in eating habits is likely.
- 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.
Disclaimer - important, please read:
Elders provides recommendations to the best of its knowledge and based on assumptions and information which it understands to be up to date, complete and accurate. If you are aware of any error or inaccuracy with the information on which this recommendation is based, you must immediately bring this to Elders’ attention. This recommendation is provided for your use only, and not that of any other third party. In some circumstances, the information Elders provided may be in summary form or derived from information sourced from third parties, however, Elders has not independently verified the information and cannot guarantee its accuracy.
You should always carefully evaluate all available information and consult Elders or another advisor further before you commit to any course of action or rely on any recommendation. Additionally, Elders expects that you will use your knowledge, experience and best judgement in relying on any recommendation and determining whether the recommendation is, and continues to be, appropriate. Elders do not accept liability or responsibility for any indirect, consequential or economic loss or damage of any kind arising from your acceptance or reliance on this recommendation. To the fullest extent permitted by law, all guarantees, warranties or implied terms and conditions are expressly excluded and Elders’ liability with respect to any services provided is limited to re-supply of the services, or the cost of having the services re-supplied. Elders may from time to time recommend products or services for which it may receive a financial incentive (rebate, commission, benefit, etc) from a supplier/manufacturer directly related to your purchase or use of that product or service.
