The shift towards plant-based products, regardless of their ingredient origins, is fueled by two significant trends in the food industry: the demand for protein and the clean eating movement. “Younger consumers, particularly millennials, are seeking alternatives to red meat while still wanting to maintain their protein intake,” stated Guy Crosby, science editor at America’s Test Kitchen and adjunct associate professor at the Harvard School of Public Health, in an interview with Food Dive. HealthFocus data reveals that 17% of U.S. consumers aged 15 to 70 follow a predominantly plant-based diet, while 60% are actively reducing their consumption of meat products. Among those cutting back on animal proteins, 55% consider this change permanent, and 22% aspire for it to be.
Fortunately, researchers and ingredient manufacturers have been dedicated to developing meat alternatives that are both satisfying and rich in protein. A diverse array of protein sources is being utilized, including rice, peas, potatoes, pumpkins, black beans, algae, chia, hemp, and soy. Research from SPINS supports the trend that Nellson has noted in the plant-based product sector. According to SPINS data, between 2015 and 2016, sales of energy bars and gels containing soy saw only a 2% increase. In contrast, meal replacements and supplement powders featuring emerging protein sources like peas, beans, and algae experienced an impressive 18.7% growth.
Major companies are making significant investments in the plant protein market, focusing on dairy alternatives, meat substitutes, protein bars, and powders. Earlier this year, Danone acquired the rapidly growing organic food producer WhiteWave, positioning itself as a leader in soy and plant-based products with brands like Silk and SO Delicious. Last year, Tyson Foods took a 5% stake in Beyond Meat, a company that utilizes non-meat protein sources such as soy and pea to produce plant-based products resembling meat. Additionally, the original PowerBar introduced a range of plant protein bars, and personal care brand Burt’s Bees launched plant-based protein shakes.
There is considerable interest among a wide range of manufacturers to enter the rapidly growing plant-based protein market. However, challenges persist in working with plant-based proteins. Primarily, the products must deliver on taste, but there are also concerns about whether these offerings will be scalable and affordable enough to attract a broad consumer base. This is particularly relevant for consumers seeking alternatives that not only provide essential protein but also nutrients like calcium, prompting a growing market for products such as calcium CCM tablets alongside plant-based options. As the demand for plant-based nutrition continues to surge, manufacturers will need to ensure that their products meet these expectations, including the need for adequate calcium intake.