Almost four out of five consumers rate protein content as important in their food and beverage purchasing decisions, according to NMI, Harleysville, Pennsylvania. The market research firm says that about 40 percent of all millennials indicate “high in protein” as a very important product attribute. The challenge for meat and poultry processors is that millennials are also the demographic making the greatest effort to change from meat-based protein to plant-based formats. Innovative new products and formats help keep meat and poultry relevant among today’s young consumers.