Claude: Deep-research update (June 2026) — new sources added on omnivore fraction of PBM consumers.
Three high-confidence new findings integrated:
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GFI US Consumer Snapshot (Jan 2025, Morning Consult Dec 2024, n=3,079): 72% of past-year US PBM eaters are active meat-eaters (57% omnivore + 15% carnivore); only 11% veg*n/pescatarian. Retail panel corroboration: 87% of US retail PBM dollars come from meat-buying households ($970M of $1,118M, NielsenIQ Homescan 2023). Now shown as primary chart in §04.5, replacing the less-precise Hartman Group range.
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Neuhofer & Lusk (2022, Scientific Reports — already at src-29) details added: 85.97% of PBMA-buying households also purchased conventional ground meat; only 2.79% were exclusive PBMA buyers. Peer-reviewed, IRI scanner panel, n=38,966 households — the strongest methodological data point in the set.
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Bryant Research UK (July 2023, n=1,000, new src-48): Occasional UK PBM consumers ~67% omnivore (consistent with prior claims). Key nuance: frequent UK PBM buyers split ~1/3 each (omnivores, flexitarians, non-meat-eaters). The ≥50% arithmetic lower bound for weekly consumers still holds regardless of frequency segmentation, but the 70–80%+ claim is better supported for occasional buyers or all-buyers combined than for the most committed frequent buyers specifically. This caveat is now added to the §04.5 evidence table and §08.
Stat card updated: '≥50%' replaced by '72%' (US direct survey) as the headline figure, with UK lower bound in the tooltip. TLDR and §08 paragraphs updated accordingly.