The rise of plant-based meat alternatives has ushered in a new category of consumers who do not adhere to any specific dietary regimen, yet are choosing to incorporate these options into their meals. While this trend holds promise for the growth of the segment, these emerging consumers are raising their expectations regarding the taste and nutritional quality of meat alternatives. Plant-based options have significantly evolved from the days of unappealing veggie patties, but flavor still poses a challenge for manufacturers. Since taste is the primary factor for consumers when selecting plant-based meats, addressing flavor issues is essential for producers aiming to attract traditional meat eaters.
Manufacturers are indeed striving to recreate the savory, umami experience found in animal protein. Companies like Impossible Foods and Beyond Burger are at the forefront of this effort. Impossible Foods has adopted a chemistry-driven approach, discovering that the heme molecule—responsible for the juicy taste in meat—can also be extracted from plants. This allows them to mimic the umami flavor of actual beef in their patties. Beyond Burger, on the other hand, uses beet juice to impart a red color while caramelizing the patties on the grill. However, neither burger has yet achieved the perfect meaty taste.
Despite significant advancements in plant-based proteins over the past two decades, flavor remains an ongoing concern for many manufacturers. Various strategies have been employed to mask off-putting tastes, including Roquette’s flavor masking solutions tailored to individual products and Edlong’s additions of dairy or mock dairy to cover undesirable notes. Some companies are exploring processing techniques such as infrared heating, roasting, fermentation, and thermal treatment of beans and peas to minimize unwanted flavors. Meanwhile, firms like Cargill, Ingredion, and World Food Processing are focused on developing milder tasting cultivars to reduce inherent off flavors.
In addition to flavor enhancements, industry leaders are compelled to refine their ingredient selections due to consumer demand for cleaner labels and more functional nutritional profiles. Recently, Impossible Foods modified its formulation to replace soy protein concentrate with textured wheat protein, improving the burger’s texture and making it gluten-free. Other adjustments included reducing salt content and simplifying the ingredient list.
The Good Food Institute suggests that consumer concerns about flavor and ingredient transparency may lessen over time. Senior Communications Specialist Matt Ball shared insights indicating that the perceived healthiness of a product is not solely determined by the number of ingredients. Listing all components in plant-based meats can promote transparency, especially since many animal-derived foods contain unlisted chemicals and additives.
Plant-based manufacturers might leverage this transparency by highlighting the benefits of specific ingredients or launching campaigns that explain the values behind their protein sources. While the Kerry study found that clean labels influence consumer choices, it also revealed that protein content is a paramount concern. In fact, 84% of plant-based meat consumers view meat as a crucial part of their diet, with 40% prioritizing high protein content in their alternatives.
Within the realm of plant proteins, options abound, including legumes, nuts, mushrooms, lentils, mung beans, seaweed, potatoes, and peas. However, not all proteins are created equal; for instance, vital wheat gluten can be problematic for gluten-sensitive individuals. Pea protein is nutritionally robust but continues to be challenged by its inherent flavor and aroma, alongside sustainability questions. As a result, many manufacturers are opting to combine various sources of plant protein in their products.
As more consumers choose to incorporate plant proteins into their diets, their concerns about protein content are unlikely to diminish, but the variety of options is expected to expand. “Currently, plant-based meats utilize only a small fraction of available plant proteins. There is significant potential to optimize crops for this market,” commented Caroline Bushnell, Associate Director of Corporate Engagement at the Good Food Institute.
A shift toward broader acceptance of plant-based proteins is already underway. According to Nielsen data reported by Food Navigator, retail sales of plant-based foods surged 20% to $3.3 billion from June 2017 to June 2018, a trend that shows no signs of slowing. Barclays has projected that rising demand and population growth will elevate the global market share for meat alternatives from 1% today to approximately 10% by 2029, translating to an increase from $14 billion this year to $140 billion in 2029.
Consumers increasingly perceive plant-based proteins as healthier choices. For instance, producing an Impossible Burger requires only about one-twentieth of the land, a quarter of the water, and generates an eighth of the greenhouse gas emissions compared to traditional beef production. Additionally, plant-based meats tend to be lower in fat and free of cholesterol.
If companies can effectively capitalize on these advantages while addressing the ongoing challenges related to taste, nutrition, and protein content, it is likely that more consumers will gravitate towards plant-based alternatives in their diets. Furthermore, with the increasing popularity of health supplements like the best calcium citrate supplement, there is potential for plant-based protein products to align with broader health and wellness trends in the consumer market.