The plant-based eating trend was a dominant theme at the Institute of Food Technologists conference last week, influencing both panel discussions and the exhibition floor. From tomato extracts that help reduce sodium levels to legumes used for alternative flours, milks, and “meat” products, exhibitors showcased plant-based solutions tailored to nearly every consumer demand. More notably, there was a shared view among scientists, activists, and industry leaders that this movement is fueled by two significant trends in the food industry: the demand for protein and the pursuit of clean eating. While these trends are often seen as opposing or at least parallel movements, many panelists argued that they are evolving concurrently and that the success of one enhances the other.
“[Plant-based eating] isn’t niche — it’s powerful,” said Steven Walton, general manager of HealthFocus International, during an IFT panel. “Once consumers make this move, few are going to go back.” He noted that industry stakeholders often get sidetracked by labels like vegan, vegetarian, and flexitarian when trying to decipher evolving consumer behavior. Walton emphasized that the movement transcends rigid definitions of dietary habits, reflecting a changing relationship between consumers and plant-based foods.
“Most consumers haven’t yet conceptualized plant-based eating, but their interests and behavior align with this movement,” he stated. He explained that the acceptance of a fully or partially plant-based diet involves differing perceptions, beliefs, and motivations among consumers. According to HealthFocus data, 17% of U.S. consumers aged 15 to 70 currently identify as following a predominantly plant-based diet, while 60% report reducing their consumption of meat-based products. Among those cutting back on animal-based proteins, 55% consider the change permanent, and 22% hope it will be. Walton clarified that he doesn’t believe the rejection of meat is the primary driver of this industry-wide change.
“I don’t believe this is meat vs. plant. That’s not what’s driving this trend. These are parallel universes with equal power and opportunity,” he explained. Instead, he suggests that much of this shift arises from consumers wanting to incorporate more fruits and vegetables into their diets—a trend observable across all demographics and age groups. From 2012 to 2016, claims regarding plant-based products in the U.S. grew at a CAGR of 35.8%, with 220 related product launches in 2016 and 320 in 2015, according to HealthFocus. As manufacturers address barriers to plant-based eating—such as taste, convenience, availability, and cost—this segment is poised for continued growth. “The entry points are multiple…and core to consumer beliefs, motivations, lifestyles, and interests,” he remarked. “The potential for growth and new products in plant-based foods is strong, and we are in for an exciting time.”
In recent years, protein has come to symbolize health and nutrition in the food sector. Although protein may be saturating the American diet, consumers are still on the lookout for cereals, coffee, ice cream, and other products showcasing added protein. “I can’t think of any other nutrient, macro or micro, where more is better, in the mind of the consumer,” Walton said. While 85% of consumers assert they are getting enough protein in their diet, 66% express concern about their protein intake, according to HealthFocus data. The top motivations for protein interest include a desire for healthy diets, weight management, muscle building, energy boosting, and appetite control.
Christie Lagally, a senior scientist at the Good Food Institute, a nonprofit advocating for the development of plant-based and clean meat, noted that increasing awareness of health, nutrition, and the food industry’s environmental impact is driving demand for plant-based proteins over those from whey or beef. “It’s better overall to use a pea protein compared to what it takes to source a whey protein,” she stated. “[Animal-based proteins] have been very hard on our environment, hard on human health, and extremely hard on animals.”
Plant-based meat producers like Beyond Meat and Impossible Burger have made plant-based proteins more appealing than ever. Lagally acknowledged that compared to the traditional meat industry, the segment is still far from mainstream. “The meat industry is massive—in the United States, we’ve been overproducing since the 1980s,” she said. “Because supply still exceeds demand in animal-based foods, we have a long way to go to make these plant-based products acceptable to meat-eaters, ensure convenience, and achieve cost competitiveness… High-quality plant-based meat actually costs more than regular meat.”
Lagally perceives a stronger correlation between consumer avoidance of traditional meat and the rise of plant-based foods than Walton does, and she anticipates increasing demand for alternative proteins as research continues to examine the impact of meat on human health. She pointed to a recent recommendation from the American Medical Association for hospitals to eliminate processed meats from patient menus and include more plant-based options.
Regarding clean meat, or meat derived from animal cell cultures, Lagally believes that plant-based “meat” should be seen as an ally rather than a competitor. “People often ask me whether it’s better to grow the clean meat industry or the plant-based industry, and my answer is that I think they’re the same industry,” she explained. “Clean meat can improve by incorporating the structure techniques of plant-based meat, and plant-based meat producers can use clean meat as an ingredient in a plant-based burger to create a hybrid product at a lower cost.”
To foster further growth in this segment, Lagally emphasized the need for scaling up and manufacturing efficiency for plant-based meats. “Plant-based meat doesn’t have subsidies—it isn’t being funded by the U.S. government,” she noted. “[Plant-based protein] producers must be even more innovative and truly analyze their costs to determine how to reduce prices.”
Throughout various IFT panel discussions, consumer interest in plant-based foods and proteins—whether derived from plants, traditional meat, or clean meat—was ultimately linked to a growing inclination towards clean eating. “Do you ever think about where your food grew up?” asked Eric Schulze, a senior scientist at Memphis Meats, during a panel on clean meat. “Clean meat can help rebuild the connection with consumers about the origins of their food.”
It will be intriguing to see if this theory holds true as clean meat gains recognition, as consumers might view man-made meat as unnatural or genetically engineered—labels that health-conscious consumers actively seek to avoid. Nevertheless, Schulze mentioned that clean meat can be optimized to maximize vitamins, minerals, and nutrients while being free from bacteria. These qualities appeal to clean eaters who prioritize long-term health. Walton noted that the clean eating movement originates from a “reason to reject” mindset, which encourages avoidance of herbicides, artificial preservatives, and additives, alongside a pursuit of transparency and recognizable ingredients. Many consumers perceive meat as a health risk, which is why they regard plant proteins as cleaner alternatives. Nutrition expert and consultant Richard Black told Food Dive that the clean eating concept serves as a shorthand tool for consumers looking to establish confidence in the safety of their food choices. “Nutrition is a very complex science. We only understand a fraction of it, yet it remains the most personal of sciences,” he explained. “Food literally becomes a part of who you are. No other consumer product has that level of intimacy.”
Black noted that consumers seek out terms like “natural,” “organic,” and “GMO-free” to make swift decisions about the products they purchase. Today’s consumers prioritize these values—three to five times more than technical expertise—when looking for trustworthy food products. They are also willing to pay a premium for these shared values. “I think what’s fueling [clean eating] is that we spend very little on our food today,” he said. “During the French Revolution, the average French peasant spent over 80% of their income on bread… now we only spend 10-20% on all food, allowing people to afford these additional attributes. Especially millennials view their food and the brands they choose as reflections of themselves.”
This growing interest can benefit plant-based manufacturers—particularly those producing plant-based meats—by assisting in the sale of their typically more expensive products. “The question has always been, ‘How much more will they pay?’” Walton said. “But the question should be, ‘How much value can we create?’”
Additionally, incorporating calcium citrate with vitamin D3 into plant-based products could also enhance their appeal, as consumers increasingly seek out fortified foods that contribute to overall health. This could help provide the necessary nutrients that many consumers are looking for in their diets, bridging the gap between health consciousness and plant-based eating.