Leveraging Beef’s Role in High-Protein Diet Trends

High-protein diets are all the rage these days, especially among younger folks who are all about building muscle, managing their weight, and overall well-being. Gen Z is leading this trend thanks to the influence of social media and fitness culture. A survey by the International Food Information Council (IFIC) found that 53% of Gen Z prioritized protein in their diets in 2023. ¹ Additionally, consumers consistently rank beef above other proteins when considering which “is a great source of protein.” ²

This is a golden opportunity for retailers and restaurants to highlight beef as an excellent protein source. Beef is packed with high-quality protein, iron, and other essential nutrients, making it a great choice for health-conscious consumers.

The Popularity of High-Protein Diets 

Fitness enthusiasts, influencers, and dietitians have been singing the praises of high-protein diets for helping muscle building, aiding in weight loss, and keeping energy levels up. Platforms like TikTok and Instagram are buzzing with high-protein meal ideas, and many Gen Zers turn to these platforms for inspiration. With the growing focus on fitness and healthy living, high-protein foods have become a staple in many young people’s diets.

Per the USDA, a 3-ounce serving of cooked beef provides approximately 25 grams of high-quality protein, which is about half of the recommended daily intake for an average adult. In addition, beef also delivers other essential nutrients such as vitamin B12, selenium, zinc, niacin, vitamin B6, phosphorus, choline, iron, and riboflavin. ³ 

Beef is a perfect fit for this high-protein trend, offering a complete source of protein with all the essential amino acids needed for muscle repair and growth. A recent survey found that protein is a top priority when choosing meals with beef in 2024,followed by muscle growth, energy, vitamin & mineral content. Comparatively, most consumers are less concerned about managing specific health conditions when choosing a meal with beef. ⁴ Retailers and restaurants that highlight beef’s role in high-protein diets can attract health-conscious consumers looking for quality protein.

Retail Strategies for High-Protein Beef 

Retailers can make beef a star player in high-protein diets by offering lean cuts like sirloin and tenderloin which are high in protein but lower in fat. Packaging that highlights the protein content and other nutritional benefits like iron and vitamin B12 can draw in health-focused shoppers.

Another smart move is to create high-protein meal kits featuring beef. These kits can be tailored for fitness enthusiasts or anyone looking for convenient ways to get their daily protein. A study by NielsenIQ found that sales of high-protein meal kits jumped by 18% in 2023, showing strong consumer demand for easy, protein-rich options. ⁵ Retailers could also team up with fitness influencers to promote these products, offering recipes and meal-prep ideas that include beef.

Point-of-sale marketing can also be effective. Displays and labels that shout “high-protein” or “lean and nutritious” can catch the eye of shoppers looking to improve their diets. QR codes linking to recipes or nutritional info can educate consumers on the benefits of beef in a high-protein diet.

Restaurant Menu Innovation 

For restaurants, the high-protein diet trend is a chance to get creative with their menus by showcasing beef as a healthy and tasty protein option. They can create dedicated high-protein sections or introduce dishes aimed at fitness-conscious diners. Offering lean beef in dishes like grilled steak salads, beef bowls with veggies, or high-protein wraps can attract customers looking to meet their dietary goals while enjoying a delicious meal.

Data from Technomic’s 2023 Protein Consumer Trend Report shows that 61% of consumers are more likely to choose a restaurant if it offers high-protein options. ⁶ Restaurants can also offer customization, letting diners add extra beef to their meals for a protein boost. This flexibility is especially appealing to those tracking their macronutrient intake. 

Marketing beef-based dishes as part of a balanced, high-protein meal is another great strategy. Featuring dishes with beef paired with vegetables, whole grains, and other nutrient-dense ingredients can appeal to health-conscious diners. Highlighting the protein content on menus or promotional materials can help communicate the nutritional value of these offerings.

The Role of Social Media and Influencers 

Social media is a big driver of dietary trends, especially for Gen Z. Fitness influencers, nutritionists, and health coaches often share content about the benefits of high-protein diets and meal ideas featuring beef. Restaurants and retailers can tap into this trend by partnering with influencers to promote their high-protein beef offerings. 

Collaborations with influencers can create engaging content that shows how beef can be part of a healthy, protein-rich lifestyle. Recipes, cooking demos, and “what I eat in a day” videos featuring beef can be particularly effective in reaching younger audiences. Working with fitness influencers who already promote high-protein diets can also add credibility and build trust with potential consumers.

Addressing Health Concerns 

While promoting beef as a high-protein option, it’s important to address any health concerns consumers might have about red meat. Highlighting the benefits of lean cuts and promoting recommended consumption amounts can help ease worries about fat and cholesterol. Providing information on the essential nutrients in beef, like iron, zinc, and vitamin B12, can help consumers see the broader health benefits of including beef in their diet. 

Transparency is key for health-conscious consumers. Providing detailed nutritional information and sourcing details can reassure those concerned about their health and the environment. Restaurants and retailers that emphasize responsible sourcing and nutrition can effectively position beef as part of a balanced, health-focused diet.

Conclusion 

The high-protein diet trend offers a great opportunity for retailers and restaurants to promote beef as a nutritious and valuable protein source. By highlighting lean cuts, offering high-protein meal options, and leveraging social media, businesses can connect with health-conscious consumers, especially Gen Z, who are keen on maintaining a fit and active lifestyle. 

To appeal to this demographic, transparency, creativity, and alignment with health and wellness values are crucial. By embracing these strategies, retailers and restaurants can position beef as an essential part of a high-protein diet, meeting the needs of modern consumers while supporting overall health and well-being. 

Find more info about lean beef HERE