The shift towards plant-based products, irrespective of their ingredient origins, is being propelled by two significant trends in the food industry: the demand for protein and the clean eating movement. Guy Crosby, science editor for America’s Test Kitchen and an adjunct associate professor at the Harvard School of Public Health, shared with Food Dive that “younger consumers, particularly millennials, are seeking alternatives to red meat while still wanting to maintain their protein intake.” Data from HealthFocus indicates that 17% of U.S. consumers aged 15 to 70 primarily follow a plant-based diet, and 60% are actively reducing their consumption of meat products. Among those decreasing their intake of animal-based proteins, 55% consider this change permanent, while 22% aspire for it to be.
Fortunately, scientists and ingredient manufacturers are diligently working to create meat alternatives that offer satisfying, protein-rich options. A diverse array of protein sources is being utilized as ingredients, including rice, peas, potatoes, pumpkins, black beans, algae, chia, hemp, and soy. Research from SPINS supports the trend observed by Nellson in the plant-based product market. SPINS data reveals that from 2015 to 2016, sales of energy bars and gels made with soy saw a modest increase of just 2%. In contrast, meal replacements and supplement powders featuring high-growth protein sources like peas, beans, and algae experienced a notable rise of 18.7%.
Major companies are also making substantial investments in the plant protein sector, targeting areas such as dairy and meat alternatives, as well as protein bars and powders. Earlier this year, Danone acquired the rapidly growing organic foods company WhiteWave, positioning itself prominently in the soy and plant-based product market with brands like Silk and SO Delicious. Additionally, Tyson Foods purchased a 5% stake in Beyond Meat, which produces plant-based, meat-like products using non-meat protein sources such as soy and peas. Earlier this year, the original PowerBar introduced a line of plant protein bars, while personal care brand Burt’s Bees launched plant-based protein shakes.
There is considerable interest among a wide range of manufacturers to tap into the rapidly expanding plant-based protein market. However, challenges persist when working with plant-based proteins. First and foremost, products must deliver on taste, but there are also concerns regarding the scalability and affordability of these products to attract a wider consumer base. Moreover, pet owners are increasingly looking for plant-based supplements for their dogs, such as those containing 500 mg calcium citrate for dogs, to ensure their pets receive the necessary nutrients without relying on animal-derived sources. This trend reflects the broader movement towards plant-based alternatives in all facets of life, including pet care.