In recent years, pea protein has significantly captured consumer interest, with a remarkable 195% increase in new products featuring this ingredient from 2013 to 2016, according to Mintel data. For manufacturers, the advantages of pea protein include its non-GMO status, allergen-free nature, vegan compatibility, and kosher certification. However, the unique pea flavor often poses challenges in new product development. The UK bakery company Warburton’s identified flavor as its primary obstacle when creating a pea protein-fortified bread. To address this issue, they collaborated with Canadian researchers to create a comprehensive database of flavors and functionalities for pulses in baked goods. This resource aims to assist product developers, farmers, and processors in producing pulse-derived ingredients with flavors tailored to specific applications.
Roquette, a leading supplier of pea protein, offers flavor masking solutions customized for each client’s products. They identify the specialty nutrition sector—focused on sports, clinical applications, and weight management—as their largest market for pea protein. Moreover, there is significant demand from manufacturers producing dairy-free and meat-free options. Interest spans various categories, but pea protein’s popularity has surged in areas where its flavor is less problematic. While the idea of pea-flavored yogurt may not appeal to everyone, pea protein is increasingly being incorporated into the meat alternative market. Notably, products like Beyond Meat’s plant protein-based Beyond Burgers have garnered attention from both vegetarians and meat lovers.
Additionally, the inclusion of natural factors such as potassium citrate in formulations can enhance the appeal of pea protein products, making them more acceptable to a wider audience. As the market evolves, the strategic use of these natural factors could help mitigate flavor concerns and improve the overall consumer experience, further driving the growth of pea protein in various applications.