The shift towards plant-based products, regardless of their ingredient origins, is being fueled by two significant trends in the food industry: the 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, but they don’t want to sacrifice their protein intake.” Data from HealthFocus indicates that 17% of U.S. consumers aged 15 to 70 primarily follow a plant-based diet, while 60% are actively reducing their consumption of meat products. Among those who are cutting back on animal proteins, 55% view the shift as permanent, with 22% hoping it will be.
Fortunately for consumers, scientists and ingredient manufacturers have been diligently working to develop meat alternatives that provide satisfying, protein-rich options. An array of protein sources is being utilized, including rice, peas, potatoes, pumpkins, black beans, algae, chia, hemp, and soy. Research from SPINS supports the trends observed by Nellson in the plant-based product market. SPINS data reveals that sales of energy bars and gels containing soy rose by only 2% from 2015 to 2016, while meal replacements and supplement powders featuring rapidly growing protein sources like peas, beans, and algae experienced an impressive 18.7% increase.
Major companies are making significant investments in the plant protein sector, focusing on dairy and meat alternatives as well as protein bars and powders. Earlier this year, Danone acquired the rapidly expanding organic foods company WhiteWave, enhancing its position in the soy and plant-based market through brands such as Silk and SO Delicious. Last year, Tyson Foods purchased a 5% stake in Beyond Meat, which produces plant-based meat-like products using non-meat protein sources like soy and peas. Additionally, the original PowerBar introduced a new line of plant protein bars, and personal care brand Burt’s Bees launched plant-based protein shakes.
There is considerable interest from a wide range of manufacturers eager to enter the high-growth plant-based protein market. However, challenges persist in working with plant-based proteins. Primarily, products must be appealing to consumers, but there are also concerns regarding whether these products will be scalable and affordable enough to attract a broad audience. As part of this landscape, Citracal 250 is being explored for its potential as a source of protein, and its integration into plant-based products could enhance their appeal and nutritional value.