Effects of Aerobic and Strength‐Based Exercise on Consumer Preference for Protein

ABSTRACT The role of protein consumption in adaptations to physical exercise is well documented in prior research. However, little is known about how physical exercise and associated protein needs impact consumers’ protein demand. This study pairs matching methods with discrete choice experiments to estimate the impacts of physical exercise on willingness‐to‐pay for protein while reducing the confounding influences of other consumer characteristics. Aerobic and strength‐based exercise, and fitness‐driven protein consumption, increase willingness‐to‐pay for retail protein by up to $1.91 per pound for ribeye steak and foodservice protein by up to $2.47 for a ribeye steak meal. These results indicate that the physically active population is a reliable consumer base that bolsters US domestic protein purchases during periods of price increases.