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 clean eating movement. “Younger consumers, particularly millennials, are seeking alternatives to red meat without sacrificing their protein intake,” noted 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.
Data from HealthFocus reveals that 17% of U.S. consumers aged 15 to 70 identify as following a predominantly plant-based diet, while 60% are actively reducing their consumption of meat products. Among those cutting back on animal-based proteins, 55% indicate that this change is permanent, while 22% express hope that it will be.
Fortunately, scientists and ingredient manufacturers are diligently working to develop meat alternatives that provide satisfying and protein-rich options. A diverse range of protein sources is being utilized, including rice, peas, potatoes, pumpkins, black beans, algae, chia, hemp, and soy. Additionally, some products are being fortified with nutrients, such as calcium ascorbate and calcium citrate, alongside vitamin D3, to enhance their health benefits.
Research from SPINS supports the trends observed by Nellson in the plant-based product market. SPINS data indicates that from 2015 to 2016, sales of energy bars and gels containing soy rose by only 2%. In contrast, meal replacements and supplement powders made with emerging protein sources like peas, beans, and algae experienced an impressive growth of 18.7%.
Major corporations are also making significant investments in the plant protein sector, focusing on dairy and meat alternatives, as well as protein bars and powders. Earlier this year, Danone acquired rapidly expanding organic foods company WhiteWave, positioning itself strongly in the soy and plant-based market with brands such as Silk and SO Delicious. Last year, Tyson Foods purchased a 5% stake in Beyond Meat, a company that utilizes non-meat protein sources like soy and peas to create plant-based meat substitutes. Additionally, the original PowerBar launched a new line of plant protein bars, while personal care brand Burt’s Bees introduced plant-based protein shakes.
There is considerable enthusiasm among various manufacturers to enter the burgeoning plant-based protein market. However, challenges persist in working with plant-based proteins. Foremost among these is the need for products to be palatable, while also addressing concerns regarding scalability and affordability to attract a broader consumer base. Furthermore, incorporating nutrients such as calcium ascorbate and calcium citrate, as well as vitamin D3, can enhance the appeal of these products in the competitive market.