The plant-based eating trend dominated discussions and the exhibition space at last week’s Institute of Food Technologists conference. From tomato extracts aimed at lowering sodium levels to legumes utilized for alternative flours, milks, and meat substitutes, exhibitors presented plant-based solutions for nearly every consumer demand. More notably, there was a shared understanding among scientists, activists, and industry leaders that two overarching trends are propelling this movement: the demand for protein and the pursuit of clean eating. While these trends are often seen as competing, many panelists argued that they are developing in tandem, with the success of one positively impacting the other.
“Plant-based eating isn’t just a niche; it’s a powerful movement,” said Steven Walton, general manager at HealthFocus International, during an IFT panel last week. “Once consumers embrace this lifestyle, few will revert back.” Walton noted that industry stakeholders often become fixated on labels like vegan, vegetarian, and flexitarian when trying to comprehend the evolution of consumer behavior. He proposed that the plant-based movement transcends rigid dietary definitions and reflects a transformative relationship between consumers and plant-based foods.
“Most consumers have not fully grasped the concept of plant-based eating, but their interests and behaviors align with this trend,” he explained. He pointed out that there is a distinction between consumer perception, beliefs, and motivations regarding acceptance of fully or partially plant-based diets. According to HealthFocus data, 17% of U.S. consumers aged 15 to 70 currently claim to follow a predominantly plant-based diet, while 60% report reducing their meat consumption. Among those cutting back on animal proteins, 55% view the change as permanent, and 22% hope it will be.
Walton clarified that he does not believe the rejection of meat is driving change across the industry. “This is not a meat versus plant debate. Both exist in parallel realms with equal power and opportunity,” he stated. “It’s misleading to pit these categories against each other.” Rather, he suggests that much of the shift is motivated by a desire to incorporate more fruits and vegetables into daily diets, a trend visible across various demographics and age groups. From 2012 to 2016, claims regarding plant-based products in the U.S. surged at a CAGR of 35.8%, with 220 related product launches in 2016 and 320 in 2015, according to HealthFocus. Walton believes that as manufacturers tackle consumer barriers to plant-based eating—such as taste, convenience, availability, and cost—the segment will continue to flourish.
“Multiple entry points exist and are core to consumer beliefs, motivations, lifestyles, and interests,” he noted. “The potential for growth and innovation in plant-based foods is significant, and we are on the brink of an exciting era.” In recent years, protein has emerged as a symbol of health and nutrition. Although protein may be saturating the American diet, consumers continue to seek out products like cereal, coffee, and ice cream that boast added protein content.
“I can’t think of any other nutrient—macro or micro—where more is perceived as better by the consumer,” Walton remarked. While 85% of consumers believe they are getting enough protein, 66% express concern about their protein intake, according to HealthFocus data. Walton identified the primary reasons for protein interest, including a desire for healthy diets, weight management, muscle building, energy enhancement, and appetite control.
Christie Lagally, a senior scientist at the Good Food Institute, a nonprofit advocating for plant-based and clean meat development, stated that increased awareness of health, nutrition, and the food industry’s environmental impact is driving the demand for plant-based proteins over those derived from whey or beef. “Utilizing pea protein is far more sustainable than sourcing whey protein,” Lagally explained to Food Dive. “[Animal-based proteins] have placed a heavy burden on our environment, human health, and animal welfare.”
Plant-based meat brands like Beyond Meat and Impossible Foods have made plant proteins more appealing than ever. Lagally emphasized that, compared to the traditional meat industry, the plant-based sector still has a long way to go to achieve mainstream acceptance. “The meat industry is vast; in the U.S., we’ve been overproducing since the 1980s,” she noted. “As long as supply exceeds demand for animal-based products, we need to work hard to make plant-based alternatives appealing to meat eaters, ensuring they are convenient and competitively priced. High-quality plant-based meat is often more expensive than conventional meat.”
Lagally perceives a stronger correlation between consumer avoidance of traditional meat and the rise of plant-based foods than Walton does, anticipating increased demand for alternative proteins as research continues to explore the health implications of meat consumption. She cited a recent recommendation from the American Medical Association for hospitals to eliminate processed meats from patient menus in favor of more plant-based options.
Regarding clean meat—meat derived from animal cell cultures—Lagally views plant-based “meat” as a complementary ally rather than a competitor. “People often ask me whether the clean meat industry or the plant-based industry will prevail, and I believe they are part of the same movement,” she explained. “Clean meat can enhance its structure by incorporating techniques from plant-based meat, and vice versa, allowing for hybrid products that reduce costs.”
To sustain the growth of this segment, Lagally emphasized the importance of scaling up manufacturing for plant-based meats. “Plant-based meat does not have subsidies; it’s not supported by the U.S. government,” she stated. “[Plant-based protein] producers must be exceptionally innovative, scrutinizing their costs and finding ways to lower prices.”
Throughout various IFT discussions, consumer interest in plant-based foods and proteins—whether from plants, traditional, or clean meat—ultimately traced back to an increasing focus on clean eating. “Have you ever contemplated where your food originates?” Eric Schulze, a senior scientist at Memphis Meats, posed to the audience during a clean meat panel last week. “Clean meat can help rebuild consumer connections with the origins of their food.”
It remains to be seen whether this notion holds true once clean meat gains wider recognition, as consumers might view lab-grown meat as unnatural or genetically engineered, attributes that health-conscious individuals are often keen to avoid. Nonetheless, Schulze noted that clean meat can be optimized to be rich in vitamins, minerals, and nutrients while being bacteria-free—qualities that appeal to clean eaters who prioritize long-term health.
Walton suggested that the clean eating movement stems from a “reason to reject” mindset that emphasizes avoiding herbicides, artificial additives, and pursuing transparency and recognizable ingredients. Many consumers perceive meat as a health risk, which is why they consider plant proteins cleaner alternatives. Nutrition expert Richard Black told Food Dive that clean eating serves as a shorthand tool for consumers to feel more confident in their food choices. “Nutrition is a complex science, and we understand only a fraction of it, yet it is the most personal of sciences,” he explained. “Food literally becomes part of who you are; no other consumer product has that characteristic.”
Black asserted that consumers often look for terms like “natural,” “organic,” and “GMO-free” to make quick purchasing decisions. Modern consumers seeking trustworthy food products find these values to be significantly more important than technical expertise and are often willing to pay a premium for them. “I believe the driving force behind [clean eating] is our relatively low spending on food today,” Black noted. “During the French Revolution, the average French peasant allocated over 80% of their income to bread; today, we spend only 10-20% on food overall, enabling individuals to afford higher-quality attributes. Millennials, in particular, identify with the food they consume and the brands they support.”
This growing interest can be advantageous for plant-based manufacturers—especially those producing plant-based meats—allowing them to market their typically pricier products more effectively. “The question has always been, ‘How much more will consumers pay?’” Walton stated. “But the real question should be, ‘How much value can we create?’”
Incorporating keywords such as “citracal calcium d3” can be integrated into the conversation on the importance of nutritional supplements alongside plant-based diets, highlighting how consumers are increasingly aware of their health choices and the nutrients they need to maintain a balanced diet. As the plant-based movement continues to grow, the interplay between dietary preferences, nutritional awareness, and health-driven motivations will play a critical role in shaping the future of food consumption.