Recent consumer data brings some compelling news for the seafood industry: Americans are rethinking their protein choices, and seafood is reaping the benefits.
According to Blue Yonder’s 2026 Consumer Grocery and Protein Trends survey, over half of U.S. consumers are scaling back on beef or cutting it out entirely due to soaring prices. But while beef purchases are dipping, overall demand for protein is actually on the rise.
Here are the key takeaways every California seafood partner should know:
- Consumers Are Swapping Their Steaks: 44% of shoppers report buying more seafood, chicken, and pork to meet their protein needs as beef prices rise.
- Protein Demand is Growing: One-third of consumers have actually increased their overall protein intake over the last six months.
- Younger Generations Lead the Surge: 54% of Gen Z shoppers have upped their protein purchases recently, with 48% stating they are willing to pay a premium to maintain their health and fitness routines.
- Retail Sales Shift: Market research firm Circana confirms these trends, reporting that retail beef sales by volume dropped 1.4% in May as beef prices surged 7.4%.
Between rising beef costs, general inflationary pressures, and health-focused buying habits among Gen Z and Millennials, California seafood is uniquely positioned to capture market share. Shoppers want high-quality, nutritious protein – and sustainable wild and farmed California seafood delivers on every front.