The plant-based eating trend was a prominent topic at both the panel discussions and the exhibition area of the Institute of Food Technologists conference last week. From utilizing tomato extracts to lower sodium content to incorporating legumes for alternative flours, milks, and “meat” products, exhibitors showcased plant-based solutions that catered to nearly every consumer demand. More intriguing was the unanimous agreement 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 push for clean eating. Although these trends are often seen as competing or at least parallel, many panelists emphasized that they are developing in tandem, with the success of one positively impacting the other.
“[Plant-based eating] isn’t a niche — it’s a powerful movement,” stated Steven Walton, general manager at research firm HealthFocus International, during an IFT panel last week. “Once consumers embrace this lifestyle, few will revert.” Walton noted that industry stakeholders frequently get sidetracked by labels like vegan, vegetarian, and flexitarian when trying to comprehend the evolution of consumer behavior. He argued that the movement transcends rigid definitions of dietary preferences and illustrates a shifting relationship between consumers and plant-based foods.
“Most consumers have yet to fully conceptualize plant-based eating, but their interests and behaviors are in line with this trend,” he explained. He highlighted the 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 report adhering to a predominantly plant-based diet, while 60% are cutting back on meat products. Among those reducing animal protein intake, 55% view this change as permanent, with 22% hoping for permanence.
Walton clarified that he does not believe a rejection of meat is driving widespread behavioral changes within the industry. “I don’t see this as a meat versus plant scenario. That’s not what’s fueling this trend. These are parallel domains with equal potential and opportunity,” he remarked. “It’s a misstep to pit these realms against one another.” Instead, Walton posits that much of the shift is motivated by a desire to incorporate more fruits and vegetables into everyday diets — a change observable across various consumer demographics and age groups. From 2012 to 2016, claims for 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 stated that as more manufacturers address consumer barriers such as taste, convenience, availability, and cost, the plant-based segment will continue to flourish. “There are numerous entry points… all of which are central to consumer beliefs, motivations, lifestyles, and interests,” he noted. “The potential for growth and innovation in plant-based foods is robust, and we are in for an exciting journey.”
In recent years, protein has emerged as a symbol of health and nutrition within the food industry. Although the nutrient may be saturating the American diet, consumers continue to seek out products like cereals, coffee, and ice cream that highlight added protein. “I can’t think of any other nutrient, macro or micro, where consumers perceive more as better,” Walton stated. While 85% of consumers claim they are consuming enough protein, 66% express significant concern about their protein intake, according to HealthFocus data. Walton identified the primary factors driving interest in protein as consumers’ desires for healthy diets, weight management, muscle building, energy boosting, and appetite control.
Christie Lagally, senior scientist at the Good Food Institute, a nonprofit advocating for the development of plant-based and clean meat, noted that increasing awareness of health, nutrition, and the food industry’s environmental impact is fueling demand for plant-based proteins over those derived from whey or beef. “Utilizing pea protein is generally more sustainable than sourcing whey protein,” Lagally explained to Food Dive. “[Animal-based proteins] have detrimental effects 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 compared to the traditional meat industry, plant-based alternatives are still far from mainstream. “The meat industry is enormous — in the U.S., we have been overproducing since the 1980s,” she said. “With supply still surpassing demand in animal-based foods, we have a long way to go in making these [plant-based] products appealing to meat consumers, ensuring convenience, and achieving cost competitiveness… High-quality plant-based meat often costs more than conventional meat.”
Lagally perceives a stronger correlation between consumer avoidance of traditional meat and the rise of plant-based foods than Walton does, anticipating that demand for alternative proteins will increase as researchers continue to explore the health impacts of meat consumption. She referenced a recent recommendation from the American Medical Association urging hospitals to eliminate processed meats from patient menus in favor of 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 competitor. “People frequently ask me whether it’s better to develop the clean meat industry or the plant-based sector, and I contend they are part of the same industry,” she remarked. “Clean meat can benefit from the structural techniques of plant-based meat, and producers of plant-based meat can incorporate clean meat as an ingredient in hybrid products to reduce costs.”
To sustain growth in this segment, Lagally emphasized the importance of scaling up and manufacturing for plant-based meats. “Plant-based meat lacks subsidies — it doesn’t receive funding from the U.S. government,” she noted. “[Plant-based protein] producers must be exceptionally innovative and closely analyze their costs to find ways to lower prices.”
Throughout various IFT panel discussions, the consumer demand for plant-based foods and proteins — whether derived from plants, traditional sources, or clean meat — was ultimately linked to an increasing interest in clean eating. “Do you ever ponder where your food originated?” Eric Schulze, senior scientist at Memphis Meats, posed to the audience during a clean meat panel last week. “Clean meat can help reconnect consumers with the origins of their food.”
It will be intriguing to see if this theory holds as clean meat gains recognition, as consumers might view lab-grown meat as unnatural or genetically modified — characteristics that today’s health-conscious consumers are actively avoiding. Nonetheless, Schulze asserted that clean meat can be optimized to contain a wealth of vitamins, minerals, and nutrients while being free from bacteria, features that are appealing to clean eaters who prioritize long-term health. Walton explained that the clean eating movement emerged from a “reason to reject” mindset that led to the avoidance of herbicides, artificial preservatives, and additives, as well as a quest for transparency and recognizable ingredients. Many consumers perceive meat as a health risk, which is why they consider plant proteins to be cleaner alternatives.
Nutrition expert and consultant Richard Black told Food Dive that the concept of clean eating serves as a shorthand tool for consumers to feel assured about the safety of their food choices. “Nutrition is a highly complex science. We know only a fraction about it, yet it is the most personal of sciences,” he stated. “Food essentially becomes a part of who you are. No other consumer product has this quality.” Black noted that consumers tend to seek terms like “natural,” “organic,” and “GMO-free” to make quick decisions about their purchases. Today’s consumers looking for trustworthy food products find these values to be three to five times more important than technical expertise, and they are willing to pay a premium for these shared values. “I believe what’s driving [clean eating] is our low expenditure on food today,” Black explained. “During the French Revolution, the average French peasant spent over 80% of their income on bread… now we allocate only 10-20% [on all food], allowing people to afford these additional attributes. Individuals, especially millennials, see their identities reflected in the food they consume and the brands they support.”
This growing interest can benefit plant-based manufacturers — particularly those producing plant-based meats — in marketing their typically higher-priced products. “The question has always been, ‘How much more will they pay?’” Walton commented. “However, the more pertinent question is, ‘How much value can we create?’” Furthermore, the incorporation of nutrients like ferrous calcium citrate and folic acid into plant-based products could enhance their appeal, as these ingredients serve important health functions, which consumers increasingly seek in their dietary choices.