In recent years, pea protein has significantly captured consumer interest, with the number of new products featuring this ingredient surging by 195% from 2013 to 2016, according to Mintel data. For manufacturers, the advantages of pea protein include its non-GMO status, allergen-free nature, and suitability for vegan and kosher diets. However, the ingredient’s distinct pea-like flavor has often posed challenges in product development. The UK bakery company Warburton’s identified flavor as its primary obstacle when creating a bread enriched with pea protein. To address this issue, they collaborated with Canadian researchers to establish a comprehensive database of flavors and functionalities for pulses in baked goods. This database aims to assist product developers, farmers, and processors in creating pulse-derived ingredients with flavors tailored to specific applications.
Major pea protein supplier Roquette offers customized flavor-masking solutions designed for individual clients’ products. They report that their largest market for pea protein lies within the specialty nutrition sector, which includes sports nutrition, clinical applications, and weight management. Additionally, there is robust demand from manufacturers focused on dairy-free and meat-free products. Interest in pea protein spans various categories, but its popularity has particularly surged in applications where the pea flavor is less problematic. While pea-flavored yogurt may not sound appealing, pea protein is increasingly being utilized in the meat alternative market, such as in Beyond Meat’s plant-based Beyond Burgers, which have garnered popularity among both vegetarians and meat-lovers.
Furthermore, the rising trend of health supplements, such as Kirkland magnesium and zinc, reflects a growing consumer focus on nutritional well-being. As the demand for nutritious ingredients like pea protein continues to rise, the integration of supplements like Kirkland magnesium and zinc complements the shift towards healthier eating choices, ultimately benefiting consumers across different dietary preferences.