Factors influencing consumer motivations for protein choice

This study evaluated the factors that motivate US consumers (18–65 years) to choose protein products derived from specific protein sources. An online survey was conducted. Participants who purchased protein products (n = 673) were shown agree/disagree questions, along with maximum difference (MaxDiff), constant sum, and Kano questions on factors surrounding protein choice. Last, follow‐up qualitative interviews were conducted with 51 survey participants to further investigate consumer motivations behind protein choice. Survey participants conceptually desired a protein product or protein‐fortified food that was a good source of protein, tasted great, and was healthy. Three clusters of consumers with distinct motivations for protein purchases were identified. Cluster 1 (C1) consumers (n = 176) desired plant‐based, environmentally friendly products and valued sustainability label claims more than flavor/taste. Cluster 2 (C2) consumers (n = 271) were nutritionally conscious and desired high‐protein healthy products that were also high in vitamins/minerals. Cluster 3 (C3) consumers (n = 226) showed the most loyalty to the products they currently purchased and were also most willing to try new products based on the recommendations. Cluster 1 consumers placed importance on protein sources, while C2 valued price most and C3 gave the highest value to flavor. In side‐by‐side protein comparisons, plant‐based proteins were considered superior to dairy proteins in sustainability, health, ethics, and digestibility, while both protein types were at parity for naturalness, satiety, and taste across all consumers, but differences were documented among consumer clusters. Results from this study demonstrate that there are many different motivations for consumers to purchase protein products. These motivations can be applied to consumer education as well as the strategic positioning of protein products. Practical Application: This study investigated consumer perception of different protein types and the drivers of choice for protein types among distinct consumer groups. Further application of findings from this study may help guide the development and formulation of new products with a diverse range of protein sources.