Consumer Trends Toward Transparency in Animal Protein: A Deep Dive

The Shift in Consumer Mindset

A Reflection on the Past Five Years

It’s hard to believe it’s been five years since my last blog discussing consumer research and the Power of Meat Study published by the Food Industry Association (FMI), the Meat Institute, and the Foundation for Meat & Poultry Research & Education. [Read the article here.] The world has changed significantly since then. We’ve weathered a pandemic and subsequent economic fluctuations that reshaped consumer behavior. In 2020, as the pandemic began, consumers reevaluated their shopping habits, dining preferences, and overall spending. Fast forward to 2025, and while many things have changed, some fundamental truths about consumer preferences remain constant.

The Resilience of Meat Consumption

Despite the challenges, the latest Power of Meat report¹ indicates that the percentage of consumers identifying as “meat eaters” has returned to pre-pandemic levels of 81%, with household penetration for meat and poultry remaining at an impressive 98.2%.

In 2024, U.S. fresh meat sales rose by 8% over 2023, reaching a staggering $72.9 billion, with beef and chicken leading the charge. Beef accounted for 55% of all fresh meat dollars, while chicken represented 38.4% of total pounds sold. This is in stark contrast to 2020, when U.S. meat sales increased by only 1% over 2019, totaling $50.4 billion². Today, the number of consumers trying to reduce their animal protein intake is at its lowest point in years, decreasing to 22%¹. Meanwhile, the percentage of self-identified vegans and vegetarians has doubled from 3% in 2020² to 6% in 2024¹. This data indicates a robust demand for animal protein, coupled with a growing desire for transparency in sourcing and production.

Consumers Crave Food Supply Chain Transparency

What Do They Want to Know?

As consumers become more conscious of their food choices, their desire for transparency in the food supply chain has intensified. The Merck Animal Health 2024 Consumer Transparency & Traceability Research³ reveals that two-thirds of U.S. consumers believe more transparency around animal protein is necessary and would make them feel more comfortable consuming it. This sentiment is echoed in the latest Power of Meat study, which found that 50% of consumers would purchase more meat and poultry if they had access to information about raising and sourcing standards¹.

So, what specific information are consumers seeking? Here are some key areas of interest uncovered in the Merck Animal Health research³:

The Importance of Trust

Trust plays a crucial role in consumer decisions regarding animal protein. The Merck Animal Health research³ found that 67% of consumers have “a lot” or “some” trust in how meat and seafood products are grown, raised, and made. However, trust levels vary significantly across different types of animal protein, with dairy and eggs enjoying the highest trust levels (76% of consumers) compared to seafood (58% of consumers). The less consumers trust a product, the more information they seek. This presents an opportunity for the industry to proactively share information and build trust through transparency.

What Are Consumers Concerned About?

Our research established that the majority of consumers (67%) have “a lot” or “some” trust in meat and seafood, but there are still some lingering concerns. Consumer trust is closely tied to the amount of transparency they seek, so what are consumers concerned about?  The Merck Animal Health Consumer Trust and Transparency research identified the following:

• Product Quality, Consistency, & Freshness: 67% of consumers
• Animal Housing and Space to Express Natural Behaviors: 67%
• Food Safety: 63%
• Animal Welfare: 51%
• Antibiotic and Hormone Use: 44%
• Environmental Impact of Meat and Seafood: 36%

As you can see from this list, animal welfare practices are particularly important to consumers. Our research³ also highlights what matters most to consumers when purchasing animal protein products:

• Access to Veterinary Care: 72% consider it extremely or very important
• Overall Nutrition, Comfort, Care & Handling: 71%
• Verification of Farm Practices by Food Processors and Brands: 68%
• Adequate Space for Natural Behaviors: 68%

The More Consumers Know, the More Confidence They Have

Consumer confidence is positively impacted by farm-to-table traceability and smart technology to monitor animal health. According to the Merck Animal Health research, consumers reported increased confidence through knowledge about how food is grown and raised.

The Rise of Conscious Consumerism

Aligning with Consumer Values

The trend toward conscious consumerism is reshaping the marketplace. According to a recent Forbes article⁴, 40% of Americans have shifted their spending toward brands that align with their moral beliefs and values. This shift is not just a passing trend; it reflects a fundamental change in how consumers approach their purchases.

Willingness to Pay More

Interestingly, the Forbes article⁴ cited research from PwC indicates that 80% of consumers are willing to pay nearly 10% more for sustainable products. This willingness to invest in brands that reflect their values presents a significant opportunity for the animal protein industry. By prioritizing transparency and sharing the story behind how protein is grown, raised, and made, brands can attract and retain conscious consumers. Similarly, the Merck Animal Health research³ found that nearly 40% of consumers are willing to pay 10 cents a pound or more for transparency claims on animal protein labels. This certainly provides food for thought as we consider transparency in the animal protein sector. 

How Can the Industry Meet Consumer Demands?

Embracing Transparency and Traceability

To align with consumer expectations, stakeholders in the food value chain should prioritize transparency and traceability. Here are five strategies to consider:

Conclusion: The Path Forward

As we move further into 2025, it’s clear that transparency and traceability in the animal protein sector are no longer optional; they are essential. Consumers are demanding more information about their food, and the industry must respond to these expectations to build trust and loyalty. By embracing transparency, addressing consumer concerns about animal welfare, and aligning with the values of conscious consumers, stakeholders in the food value chain can not only meet consumer demands but also drive sales and foster a more sustainable future for the animal protein industry.

In this evolving landscape, the message is clear: consumers crave high-quality protein, but they are equally hungry for transparency. The industry’s ability to provide that transparency will determine its success in the years to come.

Here are three areas worth thinking about that I included five years ago that still ring true today:

To learn more about consumer preferences, animal welfare and sustainability in animal agriculture and traceability technology, please visit our website where you will also find helpful downloadable resources.