The shift towards plant-based products, regardless of their ingredient origins, is being propelled by two significant trends in the food industry: the rising demand for protein and the emphasis on clean eating. “Younger consumers, particularly millennials, are seeking alternatives to red meat while still wanting to maintain their protein intake,” stated Guy Crosby, science editor for America’s Test Kitchen and an adjunct associate professor at the Harvard School of Public Health, in an interview with Food Dive. According to HealthFocus data, 17% of U.S. consumers aged 15 to 70 report following a predominantly plant-based diet, with 60% indicating they are reducing their consumption of meat products. Among those cutting back on animal-based proteins, 55% view this change as permanent, while 22% hope it will be.
Fortunately for consumers, researchers and ingredient manufacturers are actively working to develop meat alternatives that provide satisfying, protein-rich foods. A diverse range of protein sources is now being utilized, including rice, peas, potatoes, pumpkin, black beans, algae, chia seeds, hemp, and soy. Additionally, the trend observed by Nellson in the plant-based product sector is supported by research from SPINS. Data from SPINS reveals that from 2015 to 2016, sales of energy bars and gels containing soy rose by just 2%. In contrast, meal replacements and supplement powders featuring rapidly growing protein sources like peas, beans, and algae experienced an impressive 18.7% increase.
Major corporations are increasingly investing in the plant protein market, 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 soy and plant-based products with brands like Silk and SO Delicious. Last year, Tyson Foods took a 5% stake in Beyond Meat, which utilizes non-meat protein sources such as soy and pea to manufacture plant-based, meat-like products. Moreover, the original PowerBar introduced a new line of plant protein bars, while personal care brand Burt’s Bees launched plant-based protein shakes.
There is significant interest among a wide range of manufacturers to enter the high-growth plant-based protein market. However, challenges remain in working with plant-based proteins. Most importantly, the products must be palatable, but there are also concerns regarding their scalability and affordability to attract a larger consumer base. Additionally, the incorporation of ingredients like calcium citrate or calcium into these products can enhance their nutritional profile, further appealing to health-conscious consumers. As the market evolves, the integration of calcium citrate or calcium into plant-based offerings could become increasingly important, especially as manufacturers strive to meet the demands of a growing segment of consumers focused on nutrition and protein sources.