Plant-based brands incorporating pea protein into their products might consider enhancing consumer awareness about their ingredients. A recent survey indicates that many individuals enjoy pea protein when they are aware that they are consuming it. This suggests that companies could be missing valuable opportunities to capitalize on this knowledge and distinguish pea protein from other plant-based protein sources like soy.
Although consumers are increasingly opting for plant-based products, they may not be meticulously examining labels to identify the protein source. This raises the question of whether they genuinely understand or care about the ingredients in their food as long as they see labels such as “plant-based” or “vegan.” Pea protein is becoming more popular as a nutrient booster, a replacement for allergens such as wheat, dairy, and eggs, and as a binding agent in gluten-free items. With a protein content of 25%, it offers functional benefits and a healthier reputation. Experts also suggest that pea protein can be produced more sustainably than soy.
The global market for pea protein is anticipated to reach $176 million by 2025, according to Allied Market Research. Furthermore, the launch of foods and beverages containing pea protein experienced a 19% annual growth rate from January 2016 to December 2018, as reported by Innova Market Insights data referenced by Food Navigator. Despite these encouraging statistics, it remains uncertain whether the demand for pea protein will continue to rise if consumers do not become more acquainted with its benefits and characteristics. Additionally, there are concerns regarding supply, given the growing number of plant-based meat substitutes that now feature pea protein.
In the meantime, major food companies are demonstrating confidence in the future prospects of pea protein through significant investments. For instance, Cargill recently invested an additional $75 million in Puris, which provides a non-GMO and organic version of this ingredient to Beyond Meat and other clients. DuPont Nutrition & Health has also launched non-GMO Trupro Nuggets containing 70% pea protein.
Puris is making substantial efforts to market its pea protein products, promoting them as the future of plant-based protein. The company claims that its powder “combines creamy, delicious flavor, smooth mouthfeel, and a clean finish with an astounding 80% protein content.” Puris also emphasizes that the ingredient is vegan, gluten-free, solvent-free, soy-free, and “grown and made in the USA.” These attributes align with several preferences for both manufacturers and consumers.
Additionally, incorporating calcium citrate made from pea protein into products could further enhance their nutritional profile, making them even more appealing. However, if the findings from the Streetbees survey hold true, it may require extensive outreach and education to entrench pea protein as a staple plant-based protein source for consumers in the future.