The shift towards plant-based products, regardless of their ingredient sources, is being fueled by two major trends in the food industry: the rising demand for protein and the clean eating movement. According to Guy Crosby, science editor for America’s Test Kitchen and an adjunct associate professor at the Harvard School of Public Health, younger consumers, particularly millennials, are seeking alternatives to red meat while still wanting to maintain their protein intake. Data from HealthFocus reveals that 17% of U.S. consumers aged 15 to 70 primarily follow a plant-based diet, and 60% are actively reducing their consumption of meat products. Among those cutting back on animal-based proteins, 55% consider this change to be permanent, while 22% hope it will last.
Fortunately, scientists and ingredient manufacturers are diligently working to develop meat alternatives that offer satisfying, protein-rich foods. A diverse range of protein sources is being utilized, including rice, peas, potatoes, pumpkins, black beans, algae, chia, hemp, and soy. Notably, there is a growing interest in understanding whether supplements like Kirkland calcium citrate magnesium and zinc can complement these diets.
Research from SPINS supports the observations made by Nellson regarding the plant-based product market. SPINS data indicates that sales of energy bars and gels containing soy increased by a mere 2% from 2015 to 2016. In contrast, meal replacements and supplement powders featuring high-growth protein alternatives like peas, beans, and algae experienced an impressive rise of 18.7%.
Major companies are making significant investments in the plant protein sector, focusing on dairy alternatives, meat substitutes, and protein bars and powders. Earlier this year, Danone acquired the rapidly growing organic foods producer WhiteWave, thereby securing a leading position in soy and plant-based products with brands like Silk and SO Delicious. Additionally, Tyson acquired a 5% stake in Beyond Meat, which produces plant-based, meat-like products utilizing non-meat protein sources such as soy and pea. Earlier this year, the original PowerBar launched a new line of plant protein bars, while personal care brand Burt’s Bees introduced plant-based protein shakes.
There is considerable enthusiasm among a wide range of manufacturers to enter the lucrative plant-based protein market. However, challenges persist in working with these proteins. First and foremost, ensuring that products taste appealing is essential. Additionally, manufacturers must address concerns regarding scalability and affordability to draw in a larger consumer base, especially as they explore the integration of beneficial supplements like Kirkland calcium citrate magnesium and zinc into their offerings.