Behavioral correlates of U.S. retail protein demand: The case of exercise-driven protein consumption

The economic implications of the relationship between physical exercise and protein consumption are not well understood. Using consumer-level expenditure data obtained from an open-ended choice experiment and an Almost Ideal Demand System specification, demand for various retail protein goods is estimated separately for exercise-focused individuals and all other individuals. Exercise-focused individuals exhibit lower own-price sensitivity for all goods (0.28–0.83 lower in magnitude) and lower expenditure elasticities for most goods (0.03–0.19 lower). Substitution patterns are similar between the behavioral groups. These results indicate substantially different demand schedules for those who exercise and a need for future studies to consider behavioral determinants of food demand.