The trend of plant-based eating took center stage during last week’s Institute of Food Technologists conference, influencing both panel discussions and the exhibition floor. From tomato extracts aimed at lowering sodium content to legumes utilized in alternative flours, milks, and meat products, exhibitors presented a plant-based solution for nearly every consumer demand. More intriguing was the shared viewpoint among scientists, activists, and industry leaders that this shift is propelled by two significant trends in the food sector: the growing demand for protein and the desire for clean eating. While these trends are frequently viewed as competing or at least parallel, many panelists argued that they are evolving together, with the success of one positively impacting the other.
“[Plant-based eating] isn’t a niche — it’s powerful,” declared Steven Walton, general manager of the research firm HealthFocus International, during an IFT panel. “Once consumers embrace this lifestyle, few will revert.” Walton noted that industry stakeholders often get sidetracked by labels like vegan, vegetarian, and flexitarian when trying to grasp how consumer behavior is changing. He posited that the movement transcends these rigid dietary definitions and reflects a shifting relationship between consumers and plant-based foods. “Most consumers haven’t completely grasped plant-based eating yet, but their interests and actions align with this trend,” he stated. He elaborated on the distinctions between consumer perception, beliefs, and motivations regarding the acceptance of fully or partially plant-based diets. According to data from HealthFocus, 17% of U.S. consumers aged 15 to 70 currently identify as predominantly plant-based eaters, while 60% report reducing their meat intake. Among those cutting back on animal proteins, 55% view the change as permanent, and 22% hope it will be.
Walton emphasized that he does not see the rejection of meat as the driving force behind this industry-wide transformation. “I don’t think this is a battle between meat and plants. That’s not what is propelling this trend. These are parallel domains, each with equal power and potential,” he stated. “It’s misguided to position these sectors against one another.” Instead, Walton believes that much of this change is rooted in a desire to incorporate more fruits and vegetables into everyday diets — a trend observable across all demographics and age groups. From 2012 to 2016, the number of plant-based product claims in the U.S. surged at a compound annual growth rate (CAGR) of 35.8%, with 220 product launches in 2016 and 320 in 2015, according to HealthFocus. Walton noted that as manufacturers address barriers to plant-based eating — such as taste, convenience, availability, and cost — the segment will continue to flourish. “There are multiple entry points… that align with consumer beliefs, motivations, lifestyles, and interests,” he remarked. “The potential for growth and new products in plant-based foods is robust, and we’re in for an exciting time.”
In recent years, protein has become synonymous with health and nutrition in the food industry. Although protein may be saturating the American diet, consumers are still on the lookout for cereals, coffees, ice creams, and other items boasting an added protein label. “I can’t think of any other nutrient, whether macro or micro, where more is perceived as better by consumers,” Walton commented. While 85% of consumers believe they are consuming sufficient protein, 66% express significant concern about it, according to HealthFocus data. The primary motivations for interest in protein include the desire for healthier diets, weight management, muscle building, energy boosting, 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—pointed out that rising awareness of health, nutrition, and the environmental impact of the food industry is driving the demand for plant-based proteins over those derived from whey or beef. “Using pea protein is overall more sustainable compared to sourcing whey protein,” Lagally explained. “[Animal-based proteins] have severely harmed our environment, human health, and animal welfare.”
Producers of plant-based meat alternatives, such as Beyond Meat and Impossible Burger, have made these products more appealing than ever. Lagally noted that despite advancements, the plant-based segment remains far from mainstream. “The meat industry is enormous — in the U.S., we’ve been overproducing since the 1980s,” she stated. “Given that supply still exceeds demand in animal-based foods, we have a considerable distance to cover to make these plant-based products acceptable to meat eaters, ensuring they are convenient and competitively priced. High-quality plant-based meat often costs more than conventional meat.” Lagally perceives a more substantial link between consumer avoidance of traditional meat and the rise of plant-based foods compared to Walton and anticipates that the demand for alternative proteins will increase as researchers continue to investigate the implications of meat on human health. She referenced a recent recommendation from the American Medical Association urging hospitals to remove processed meats from patient menus and incorporate more plant-based options.
Regarding clean meat, which is derived from animal cell cultures, Lagally views plant-based “meat” as an ally rather than a rival. “People frequently ask me whether it’s better to support the clean meat industry or the plant-based industry, and I respond that they are essentially the same industry,” she said. “Clean meat can enhance its structure by adopting techniques from plant-based meat, and plant-based meat producers can incorporate clean meat as an ingredient in a plant-based burger to create a hybrid product at a lower cost.” To foster the growth of this segment, Lagally emphasized that scaling up production and manufacturing is vital for plant-based meats. “Plant-based meat lacks subsidies — it doesn’t receive U.S. government funding,” she remarked. “[Plant-based protein] manufacturers must be even more innovative and delve into the specifics of their costs to find ways to lower prices.”
Throughout several IFT panel discussions, consumer interest in plant-based foods and proteins—whether from plants, traditional, or clean meat—was ultimately linked back to an increasing focus on clean eating. “Have you ever thought about where your food comes from?” Eric Schulze, senior scientist at Memphis Meats, asked the audience at a clean meat panel last week. “Clean meat can help rebuild the connection consumers have with the origins of their food.” It will be intriguing to see if this theory holds once clean meat gains more recognition, as consumers might perceive lab-grown meat as unnatural or genetically engineered—labels that today’s health-conscious individuals actively seek to avoid. Nevertheless, Schulze asserted that clean meat can be optimized to include as many vitamins, minerals, and nutrients as possible while being free of bacteria. These qualities are appealing to clean eaters, who prioritize long-term health. Walton noted that the concept of clean eating originates from a “reason to reject” mindset, leading to the avoidance of herbicides, artificial preservatives, and additives, alongside a push for transparency and recognizable ingredients. Many consumers view meat as a health risk, prompting them to consider plant proteins as cleaner alternatives. Nutrition expert and consultant Richard Black told Food Dive that clean eating serves as a shorthand tool for consumers to feel confident in their food choices. “Nutrition is an incredibly intricate science. We only understand a fraction of it, and yet it’s the most personal of sciences,” he explained. “Food literally becomes part of who you are. There is no other consumer product that has such an intimate connection.” Black noted that consumers look for terms like “natural,” “organic,” and “GMO-free” to make swift decisions about the products they purchase. Today’s consumers seeking trust in food products consider these values to be three to five times more significant than technical expertise. Additionally, they are willing to pay more for these shared values. “I believe what’s driving [clean eating] is the reality that we currently spend very little on our food,” Black stated. “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 to pay for these additional attributes. Especially millennials see themselves reflected in the food they consume and the brands they support.”
This interest can benefit plant-based manufacturers—especially those producing plant-based meats—by aiding them in selling their typically higher-priced products compared to traditional options. “The question has always been, ‘How much more will they pay?’” Walton noted. “But the focus should be, ‘How much value can we create?’”
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