The plant-based eating movement was a central theme at last week’s Institute of Food Technologists conference, influencing both panel discussions and the exhibit floor. From tomato extracts designed to lower sodium content to legumes utilized for alternative flours, milks, and meat substitutes, exhibitors showcased a plant-based answer for nearly every consumer demand. More notably, there was a shared understanding among scientists, advocates, and industry leaders that this trend is being fueled by two overarching movements in the food sector: the demand for protein and the pursuit of clean eating. While these trends are often seen as opposing or at least parallel, many panelists emphasized that they are developing in tandem and that the success of one supports the other.
“Plant-based eating isn’t a niche market — it’s a powerful force,” stated Steven Walton, general manager of the research firm HealthFocus International, during a panel at the IFT conference. “Once consumers transition to this lifestyle, few revert back.” Walton pointed out that industry stakeholders often focus too much on labels such as vegan, vegetarian, and flexitarian when trying to comprehend the evolution of consumer behavior. He argued that the movement transcends rigid definitions of dietary habits, highlighting a changing relationship between consumers and plant-based foods.
“Many consumers have yet to fully grasp the concept of plant-based eating, but their interests and behaviors align with this trend,” he noted. He further elaborated that there is a distinction between consumer perception, belief, and motivation that influences the acceptance of fully or partially plant-based diets. According to HealthFocus data, 17% of U.S. consumers aged 15 to 70 identify their diet as predominantly plant-based, while 60% report reducing their meat consumption. Among those cutting back on animal proteins, 55% consider this change permanent, while 22% aspire for it to be. Walton clarified that he does not view the rejection of meat as the primary driver of industry-wide change.
“I don’t see this as a battle between meat and plant-based options. These are parallel realms with equal power and opportunity,” he asserted. “It’s misguided to pit these sectors against each other.” Instead, Walton posits that much of the change arises from a desire to integrate more fruits and vegetables into daily diets, a trend observable across various demographics and age groups. Between 2012 and 2016, claims related to plant-based products in the U.S. surged at a compound annual growth rate (CAGR) of 35.8%, with 220 product launches in 2016, following 320 in 2015, according to HealthFocus.
Walton noted that as manufacturers address consumer barriers to plant-based eating — such as taste, convenience, availability, and price — the sector will continue to prosper. “There are numerous entry points that resonate with consumer beliefs, motivations, lifestyles, and interests,” he said. “The potential for growth and innovation in plant-based foods is significant, and we are entering an exciting phase.”
In recent years, protein has emerged as a symbol of health and wellness within the food industry. While the American diet might be saturated with this nutrient, consumers persist in seeking out cereal, coffee, ice cream, and other products that boast added protein content. “I can’t recall any other nutrient, be it macro or micro, where more is perceived as better by consumers,” Walton remarked. Eighty-five percent of consumers believe they are obtaining sufficient protein in their diets; however, 66% express concerns regarding their protein intake, according to HealthFocus data. Walton identified the primary motivations for protein interest as the desire for healthy eating, weight control, muscle development, energy enhancement, and appetite management.
Christie Lagally, a senior scientist at the Good Food Institute — a nonprofit that promotes plant-based and clean meat alternatives — indicated that an increasing awareness of health, nutrition, and the environmental impact of the food industry is propelling the demand for plant-based proteins over traditional options like whey or beef. “Utilizing pea protein is generally more advantageous than sourcing whey protein,” Lagally explained. “Animal-based proteins have detrimental effects on our environment, human health, and animal welfare.”
Companies producing plant-based meats, such as Beyond Meat and Impossible Burger, have made these proteins more appealing than ever. Lagally noted that despite the growing interest, the plant-based sector remains far from mainstream compared to traditional meat. “The meat industry is enormous; in the United States, we’ve been overproducing since the 1980s,” she stated. “Given that supply still exceeds demand in the animal-based food sector, we have a long way to go to make these plant-based products appealing to meat consumers, while also ensuring they are convenient and competitively priced… High-quality plant-based meats currently cost more than conventional meat.”
Lagally believes there is a stronger correlation between consumer avoidance of conventional meat and the growth of plant-based foods than Walton does, and she anticipates that the demand for alternative proteins will rise as research continues to scrutinize the health implications of meat consumption. She cited a recent recommendation from the American Medical Association advocating that hospitals eliminate processed meats from patient menus in favor of more plant-based options.
Regarding clean meat — meat derived from animal cell cultures — Lagally views plant-based “meat” as a partner rather than a rival. “Frequently, people inquire whether the clean meat industry or the plant-based industry will prevail, and my response is that they are part of the same ecosystem,” she remarked. “Clean meat can enhance its structure by incorporating techniques from plant-based meat, and producers of plant-based meat can utilize clean meat as an ingredient to create hybrid products that are more affordable.”
To foster growth in this segment, Lagally emphasized the importance of scaling up and manufacturing in the plant-based meat industry. “Unlike traditional meat, plant-based meat does not receive subsidies; it lacks government funding,” she noted. “[Producers of plant-based proteins] must be exceptionally innovative and meticulously analyze their costs to reduce prices.” Throughout various IFT panel discussions, the consumer drive for plant-based foods and proteins — whether from plants, traditional sources, or clean meat — was ultimately linked to an increasing interest in clean eating.
“Have you ever thought about the origins of your food?” Eric Schulze, a senior scientist at Memphis Meats, posed to the audience during a panel on clean meat last week. “Clean meat can restore the connection between consumers and the origins of their food.” The real test will be whether this theory holds as clean meat gains recognition, as consumers may view lab-grown meat as unnatural or genetically engineered — characteristics that health-conscious individuals typically seek to avoid. Nevertheless, Schulze noted that clean meat can be optimized to maximize vitamins, minerals, and nutrients while eliminating bacteria, making it appealing to those focused on clean eating.
Walton explained that the clean eating movement is rooted in a “reason to reject” mentality, which fosters a reluctance to accept herbicides, artificial preservatives, and additives, as well as a quest for transparency and recognizable ingredients. Many consumers perceive meat as a health risk, leading them to consider plant-based proteins as cleaner alternatives. Nutrition expert and consultant Richard Black told Food Dive that the notion of clean eating serves as a quick reference for consumers to feel assured about their food choices. “Nutrition is an incredibly complex science. We only understand a fraction of it, yet it’s the most personal of sciences,” he stated. “Food inherently becomes a part of who you are. There is no other type of consumer product that shares that connection.”
Black indicated that consumers seek terms like “natural,” “organic,” and “GMO-free” to make swift decisions about the products they purchase. Nowadays, consumers aiming to trust a food item find these values to be three to five times more significant than technical expertise, and they are willing to pay a premium for these shared values. “What drives [clean eating] is the fact that we currently spend very little on our food,” Black contended. “During the French Revolution, the average French peasant allocated over 80% of their income to bread… now, we spend only 10-20% on food, enabling consumers to afford these additional attributes. Particularly millennials see their identity reflected in the food they consume and the brands they support.”
This growing interest could facilitate plant-based manufacturers, especially those producing plant-based meats, in marketing their products, which are generally pricier than traditional options. “The persistent question has been, ‘How much more are consumers willing to pay?’” Walton mused. “However, the more pertinent question should be, ‘How much value can we create?’” In the context of this evolving landscape, the incorporation of key elements such as bariatric advantage calcium citrate could further enhance the nutritional profile of plant-based products, addressing both health and consumer demands in an increasingly health-conscious market.