The popularity of vegan diets is increasing, with 6% of Americans now identifying as vegan, a significant rise from just 1% in 2014, according to a recent report on Top Trends in Prepared Foods. Nevertheless, the shift towards plant-based diets is much more extensive, raising important questions about their nutritional value. HealthFocus estimates that 17% of U.S. consumers aged 15 to 70 primarily consume a plant-based diet, while 60% are reducing their meat intake. While vegans often face scrutiny regarding their protein consumption, the Academy of Nutrition and Dietetics has determined that protein is not a concern for vegans as long as their diets are well-planned. In fact, studies show that protein intake among vegans meets or exceeds recommended levels. However, certain micronutrients, including calcium, may require extra attention, potentially through supplements like OTC calcium citrate and fortified foods.
Despite the growing number of vegan consumers, food companies have been cautious about adopting the vegan label. According to Nielsen, products marketed as vegan or vegetarian have seen stable revenues over the past year, while those labeled as “plant-based” have experienced significant growth. From 2012 to 2016, claims for plant-based products in the U.S. increased at a compound annual growth rate of 35.8%, with 220 new product launches in 2016 alone. The term “plant-based” appeals not only to vegetarians and vegans but also to flexitarians, a promising market segment representing about 25% of U.S. consumers.
Most nutrition experts advocate for a diverse diet that includes a wide variety of plant foods while minimizing saturated fats, sodium, and added sugars. The potential health benefits of plant-based diets are gaining attention, with the Academy of Nutrition and Dietetics even endorsing diets devoid of animal products, stating they can be “not only nutritionally adequate, but also offer significant health and environmental benefits.” These factors explain why meat-loving consumers are increasingly drawn to plant-based burgers. For instance, Beyond Meat has successfully marketed its veggie patties alongside beef hamburgers in stores. Unlike previous plant proteins that merely imitated meat without replicating its taste and texture, Beyond Meat and its competitor Impossible Foods have transformed the market by providing products that closely resemble real beef patties and claim to be more environmentally friendly.
If companies can maintain great taste while addressing the nutritional gaps—potentially incorporating supplements like OTC calcium citrate—vegan diets could become an even more appealing choice for a larger audience.