The plant-based eating trend was a central theme at both the panel discussions and the exhibition at the Institute of Food Technologists conference last week. From tomato extracts aimed at lowering sodium content to legumes utilized for alternative flours, milks, and “meat” products, exhibitors showcased a plant-based solution for nearly every consumer requirement. More intriguingly, there was a shared agreement among scientists, activists, and industry leaders that this movement is propelled by two significant trends in the food sector: the rising demand for protein and the clean eating movement. Although these trends are often perceived as competing or at least parallel, numerous panelists argued that they are evolving hand in hand, with the success of one benefiting the other.
“[Plant-based eating] is not a niche — it’s a powerful force,” stated Steven Walton, general manager at HealthFocus International, during an IFT panel last week. “Once consumers embrace this shift, few will revert back.” Walton noted that industry stakeholders can become sidetracked by labels such as vegan, vegetarian, and flexitarian when trying to grasp the evolution of consumer behavior. He proposed that the movement transcends rigid definitions of dietary preferences and reflects a changing dynamic between consumers and plant-based foods.
“Most consumers have yet to fully conceptualize plant-based eating, yet their interests and behaviors align with this trend,” he explained. He emphasized that there is a distinction 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 following a predominantly plant-based diet, while 60% report reducing their consumption of meat products. Among those cutting back on animal proteins, 55% consider this change permanent, with 22% hoping it will be.
Walton clarified that he does not view the rejection of meat as the main driver of industry-wide behavioral change. “I don’t believe this is a battle between meat and plants. This trend is not about competition; these are parallel realms with equal significance and potential,” he asserted. “It’s a misconception to see these areas in opposition.” Instead, Walton posits that much of this transformation is rooted in a desire to incorporate more fruits and vegetables into daily diets, a trend he observes across all consumer demographics and age groups. From 2012 to 2016, claims regarding plant-based products 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 manufacturers address consumer barriers to plant-based eating—such as taste, convenience, availability, and cost—the segment will continue to flourish. “There are numerous entry points… which are central to consumer beliefs, motivations, lifestyles, and interests,” he said. “The potential for growth and innovation in plant-based foods is robust, and we are entering an exciting era.”
In recent years, protein has become synonymous with health and nutrition in the food landscape. Although the nutrient may be oversaturating the American diet, consumers persist in seeking cereal, coffee, ice cream, and other products that prominently feature added protein. “I can’t think of any other nutrient, whether macro or micro, where more is perceived as better by consumers,” Walton remarked. Eighty-five percent of consumers believe they are getting sufficient protein in their diet, yet 66% express significant concern regarding their intake, according to HealthFocus data. Walton identified the primary motivations for protein interest as a desire for healthier diets, weight management, muscle building, increased energy, 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, indicated that heightened awareness of health, nutrition, and the food industry’s environmental impact is driving demand for plant-based proteins over those derived from whey or beef. “Using pea protein is more sustainable compared to sourcing whey protein,” Lagally told Food Dive. “[Animal-based proteins] have a considerable negative impact on our environment, human health, and animal welfare.”
Producers of plant-based meats like Beyond Meat and Impossible Burger have made plant-based proteins more appealing than ever. Lagally pointed out that despite advancements, the plant-based segment remains far from mainstream. “The meat industry is enormous — in the U.S., we have been overproducing since the 1980s,” she noted. “With supply still surpassing demand for animal-based foods, there is much work ahead to make these [plant-based] products acceptable to meat-eaters, as well as making them convenient and cost-competitive… High-quality plant-based meat often costs more than traditional meat.”
Lagally perceives a stronger correlation 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 explore the health implications of meat consumption. She referenced a recent recommendation from the American Medical Association for hospitals to eliminate processed meats from patient menus and incorporate more plant-based options.
Regarding clean meat, or meat derived from animal cell cultures, Lagally believes that plant-based “meat” serves as an ally rather than a rival. “People often ask me whether it’s better to advance the clean meat industry or the plant-based sector, and my response is that I believe they are part of the same industry,” she explained. “Clean meat can enhance its offerings by adopting the structural techniques of plant-based meat, while plant-based producers can incorporate clean meat as an ingredient in a plant-based burger to create a hybrid product at a lower cost.”
To sustain the growth of this segment, Lagally emphasized the importance of scaling up production and manufacturing for plant-based meats. “Plant-based meat lacks subsidies — it is not supported by the U.S. government,” she stated. “[Plant-based protein] manufacturers must be exceptionally innovative and meticulously analyze their cost structures to reduce prices.”
Throughout multiple IFT panel discussions, the consumer interest in plant-based foods and proteins—whether sourced from plants, traditional, or clean meat—was ultimately linked to a growing inclination toward clean eating. “Do you ever consider where your food originates?” Eric Schulze, senior scientist at Memphis Meats, posed to the audience during a panel on clean meat last week. “Clean meat can help restore the connection between consumers and the origins of their food.”
It will be intriguing to observe whether this theory holds true as clean meat gains recognition, as consumers may view lab-grown meat as unnatural or genetically engineered—perceptions that health-conscious individuals are striving to avoid today. Nevertheless, Schulze mentioned that clean meat can be optimized to maximize vitamins, minerals, and nutrients while containing no bacteria. These qualities are appealing to clean eaters, who prioritize long-term health. Walton noted that the clean eating movement originated from a “reason to reject” mentality, which led to the avoidance of herbicides, artificial preservatives, and additives, along with a quest for transparency and identifiable ingredients. Many consumers regard meat as a health liability, which is why they seek cleaner alternatives in plant proteins.
Nutrition expert and consultant Richard Black explained to Food Dive that the clean eating concept serves as a quick reference for consumers to feel assured about the safety of their food choices. “Nutrition is a highly intricate science. We know very little about it, yet it’s the most personal of sciences,” he stated. “Food literally becomes a part of who you are. No other consumer product has that characteristic.” Black noted that consumers tend to seek terms like “natural,” “organic,” and “GMO-free” to make swift decisions about their purchases. Today’s consumers looking to trust a food product find these values to be three to five times more significant than technical expertise. Moreover, they are willing to pay a premium for these shared values. “I believe what’s driving [clean eating] is the fact that we spend relatively little on our food today,” Black remarked. “During the French Revolution, the average French peasant allocated over 80% of their income to bread… now we spend only about 10-20% [on all food], allowing people to afford these other attributes. Individuals, particularly millennials, see themselves reflected in the food they consume and the brands they support.”
This interest can assist plant-based manufacturers—especially those focusing on plant-based meats—in marketing their products, which are generally pricier than their conventional counterparts. “The question has always been, ‘How much more will they pay?’” Walton stated. “But the real question should be, ‘How much value can we create?’”
Incorporating the comparison of calcium lactate vs calcium citrate into the discourse, it’s important to note that while both compounds serve as calcium sources, they may cater to different dietary needs and preferences—much like the choices consumers face between traditional and plant-based products. Each offers distinct benefits and potential applications in food formulations, reflecting the broader trend toward informed and conscious eating. As consumers continue to explore the health implications of their food choices, understanding the nuances of ingredients such as calcium lactate vs calcium citrate could further influence their decisions and align with their clean eating goals.