The Protein Trend — Demand, Prices, and Implications
C-FARE’s April 2026 webinar explores the drivers and consequences behind the growing focus on protein consumption. Through evidence-based presentations and a Q&A session, this webinar examines key supply chain dynamics—from production to consumer demand—and their implications for producers and consumers.
Miguel L. Gomez – Supply Chain Considerations – The Protein Trend and the Transformation of Food Supply Chains for Sustainability
Miguel L. Gomez of Cornell University discussed how rising protein demand is reshaping food supply chains and creating new sustainability pressures. He explained that protein consumption is increasing across animal-based, plant-based, and hybrid categories while placing greater pressure on land, water, labor, energy, and other supply chain inputs. Gomez noted that modern supply chains have made protein affordable and accessible to consumers, but also highlighted concerns related to soil degradation, water scarcity, fertilizer dependence, and environmental externalities. He also emphasized that much of the value in protein markets is created beyond the farm gate through processing, transportation, retail, and food service.
The presentation also examined emerging alternative protein supply chains, including grass-fed beef systems and plant-based protein markets. Gomez discussed research on grass-fed beef production in the Northeast and other cool-climate regions, noting that consumer willingness to pay premiums can support regional competitiveness. He also highlighted growing investment in infrastructure for plant-based protein products such as beans and peas. Gomez concluded that future protein supply chains will require balancing economic, environmental, and social outcomes while supporting investments in new supply chain configurations.
Justin Bina – Rethinking Meat Demand: From Gym Culture to GLP-1s
Justin Bina of Arizona State University examined how exercise trends and GLP-1 medication use are influencing meat demand in the United States. He explained that despite substantial increases in beef, pork, and poultry prices since 2019, per capita meat consumption has remained relatively steady, suggesting stronger domestic demand for meat products. Bina identified rising participation in sports and exercise activities, along with increasing GLP-1 adoption, as two important factors contributing to greater interest in high-protein diets.
Using data from the Meat Demand Monitor survey, Bina and his colleagues analyzed how exercise habits and GLP-1 use affect consumer demand for meat. Their findings showed that consumers who engage in exercise activities or use GLP-1 medications generally demonstrate higher willingness to pay for meat products than other consumers. Bina concluded that meat demand in the United States is becoming stronger and less sensitive to price increases as consumer preferences around protein continue to evolve.
Maria Kalaitzandonakes – Added Protein
Maria Kalaitzandonakes of the University of Illinois Urbana-Champaign discussed growing consumer demand for products with added protein. She explained that added protein products often include ingredients such as whey protein, pea protein, or soy protein added to foods including yogurt, pancake mix, snacks, and desserts. Kalaitzandonakes highlighted the tension between rising demand for protein and growing consumer interest in “natural” products with simpler ingredient lists. She noted that protein bars and protein shakes are often discussed within broader conversations about ultra-processed foods.
Kalaitzandonakes presented findings from consumer research examining willingness to pay for added protein products. The research found stronger consumer interest in protein-added yogurt products than pancake mix products and higher demand for added protein in sweeter, flavored versions of products. Additionally, she highlighted that consumer demand varied substantially across groups. She also noted that a minority of consumers have concerns about added proteins, including worries about ingredients and healthfulness. The presentation concluded that demand for added protein products varies significantly across products and consumer segments.
This program is supported in part by the Agricultural and Applied Economics Association.