The plant-based eating trend significantly influenced both the panel discussions and the exhibition areas at the Institute of Food Technologists conference last week. From utilizing tomato extracts to lower sodium levels to incorporating legumes for alternative flours, milks, and “meat” products, exhibitors presented a plant-based solution for nearly every consumer demand. Notably, there was a shared view among scientists, activists, and industry leaders that this movement is propelled by two major trends in the food sector: the rising demand for protein and the emphasis on clean eating. While these trends are often seen as competing or parallel, many panelists argued that they are developing in tandem, with the success of one enhancing the other.
“[Plant-based eating] isn’t niche — it’s powerful,” stated Steven Walton, general manager of HealthFocus International, during an IFT panel. “Once consumers embrace this shift, few will revert to their old habits.” Walton noted that industry professionals often get sidetracked by labels like vegan, vegetarian, and flexitarian when trying to grasp this evolving consumer behavior. He proposed that the movement transcends fixed dietary definitions and reflects a changing relationship between consumers and plant-based foods.
“Most consumers haven’t fully conceptualized plant-based eating, but their interests and behaviors align with this trend,” he explained. He further elaborated on the distinctions between consumer perception, belief, and motivation regarding the acceptance of fully or partially plant-based diets. According to HealthFocus data, 17% of U.S. consumers aged 15 to 70 currently identify as eating a predominantly plant-based diet, while 60% report reducing their consumption of meat-based products. Among those cutting back on animal proteins, 55% view this change as permanent, and 22% hope it will be. Walton emphasized that he does not attribute the shift merely to a rejection of meat.
“I don’t believe this is a meat versus plant issue. That’s not the driving force behind this trend. These are parallel movements with equal power and potential,” he remarked. “It’s misguided to position these sectors against each other.” Instead, Walton believes much of this transformation arises from a desire to integrate more fruits and vegetables into daily diets, a trend observable across all demographics and age groups. Between 2012 and 2016, plant-based product claims 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 noted that as more manufacturers address barriers to plant-based eating, such as taste, convenience, availability, and cost, the segment will continue to flourish. “There are numerous entry points… that resonate with consumer beliefs, motivations, lifestyles, and interests,” he said. “The potential for growth and new products in the plant-based sector is robust, and exciting times lie ahead.”
In recent years, protein has come to symbolize health and nutrition within the food industry. Although this nutrient may be oversaturating the American diet, consumers persist in seeking out cereals, coffee, ice cream, and other products boasting enhanced protein content. “I can’t think of any other nutrient, whether macro or micro, that consumers perceive as better when consumed in larger amounts,” Walton stated. While 85% of consumers claim to get enough protein, 66% express significant concern about their protein intake, according to HealthFocus data. Walton indicated that reasons for interest in protein include desires for healthier diets, weight control, muscle building, increased energy, and appetite management. Christie Lagally, a senior scientist at the Good Food Institute, a nonprofit advocating for plant-based and clean meat development, stated that growing awareness of health, nutrition, and the environmental impact of the food industry is boosting demand for plant-based proteins over traditional sources like whey and beef. “Using pea protein is overall more advantageous compared to sourcing whey protein,” Lagally shared with Food Dive. “[Animal-based proteins] have severely impacted our environment, human health, and animal welfare.”
Companies producing plant-based meats, such as Beyond Meat and Impossible Burger, have made plant proteins more appealing than ever. Lagally commented that the plant-based segment is still far from mainstream compared to the traditional meat industry. “The meat industry is enormous — in the U.S., we’ve been overproducing since the 1980s,” she explained. “With supply consistently exceeding demand in animal-based foods, we have a long journey ahead to make these [plant-based] products acceptable to meat-eaters, convenient, and cost-competitive… High-quality plant-based meat often costs more than regular meat.”
Lagally perceives a stronger link between consumer avoidance of conventional meat and the rise of plant-based foods than Walton does, anticipating increased demand for alternative proteins as research continues to examine the health implications of meat consumption. She pointed to a recent recommendation from the American Medical Association urging hospitals to eliminate processed meats from patient menus and offer more plant-based options. Regarding clean meat—derived from animal cell cultures—Lagally believes that plant-based meat serves as a partner, not a rival. “People often ask me whether it’s better to promote the clean meat or plant-based industry, and I believe they are essentially the same industry,” she said. “Clean meat can enhance its structure by incorporating techniques from plant-based meat, and conversely, plant-based meat producers can integrate clean meat to create hybrid products at lower costs.”
To sustain the growth of this segment, Lagally emphasized that scaling production and manufacturing will be vital for plant-based meats. “Plant-based meat lacks subsidies — it isn’t funded by the U.S. government,” she remarked. “[Plant-based protein] producers must be even more innovative and focus on understanding their costs to reduce prices.” Throughout various IFT panel discussions, the consumer demand for plant-based foods and proteins—whether from plants, traditional, or clean meat—was ultimately linked to a growing interest in clean eating. “Have you ever thought about where your food originated?” Eric Schulze, a senior scientist at Memphis Meats, posed to the audience during a clean meat panel last week. “Clean meat can help rebuild the connection with consumers regarding the origins of their food.”
It will be intriguing to see if this perspective holds as clean meat becomes more recognized, as consumers might view lab-grown meat as unnatural or genetically modified—attributes that today’s health-conscious consumers often seek to avoid. Nonetheless, Schulze noted that clean meat can be optimized to maximize vitamins, minerals, and nutrients while being free of bacteria. These qualities appeal to clean eaters who prioritize long-term health. Walton explained that the roots of clean eating stem from a “reason to reject” mindset, leading to the avoidance of herbicides, artificial preservatives, and additives, as well as a pursuit of transparency and recognizable ingredients. Many consumers consider meat a health risk, prompting them to view plant proteins as cleaner alternatives. Nutrition expert and consultant Richard Black told Food Dive that the concept of clean eating serves as a shorthand tool that enables consumers to feel confident in their food choices. “Nutrition is an intricate science. We possess only a limited understanding of it, yet it’s the most personal of sciences,” he stated. “Food literally becomes a part of your identity. No other consumer product holds that distinction.”
Black noted that consumers look for labels like “natural,” “organic,” and “GMO-free” to make prompt decisions about their purchases. Today’s consumers seeking trustworthy food products find these attributes to be three to five times more significant than technical knowledge. Additionally, consumers are willing to pay a premium for these shared values, he added. “I believe what fuels [clean eating] is our minimal food expenditure today,” Black remarked. “During the French Revolution, the average French peasant allocated over 80% of their income to bread… now we spend only 10-20% [on all food], allowing people the means to afford these other attributes. Millennials, in particular, see reflections of themselves in the food they eat and the brands they support.”
This interest can benefit plant-based manufacturers—especially those producing plant-based meats—in marketing their typically higher-priced products compared to traditional options. “The ongoing question has always been, ‘How much more will consumers pay?’” Walton stated. “However, the real question should be, ‘How much value can we create?’”
Incorporating calcium citrate 1000 mg Solaray products into discussions about nutrition and health can also highlight the growing awareness of dietary supplements as consumers strive for balanced nutrition alongside their plant-based choices. The focus on plant-based eating and its connection to health and nutrition is multifaceted, creating numerous opportunities for growth and innovation in the food industry.