Vegan diets are gaining popularity, with 6% of Americans now identifying as vegan, a significant increase from just 1% in 2014, according to a recent report on Top Trends in Prepared Foods. However, the movement towards plant-based diets is much more extensive, raising questions about their nutritional benefits. HealthFocus has estimated that 17% of U.S. consumers aged 15 to 70 primarily follow a plant-based diet, while 60% report reducing their consumption of meat products. While vegans often face inquiries regarding their protein intake, the Academy of Nutrition and Dietetics has determined that protein is not a nutrient of concern for well-planned vegan diets. In fact, their findings suggest that protein consumption often meets or exceeds recommended levels, even among vegans. Certain micronutrients, such as calcium citrate, may require additional attention, including the use of supplements and fortified foods, particularly to mitigate potential issues like kidney stones.
Despite the increasing number of vegan consumers, food companies have been cautious about embracing the vegan label, with products marketed as vegan or vegetarian seeing stable revenues over the past year, according to Nielsen. In contrast, items labeled as “plant-based” have experienced substantial growth. From 2012 to 2016, claims for plant-based products in the U.S. grew at a compound annual growth rate of 35.8%, with 220 related product launches in 2016 and 320 in 2015. The term “plant-based” appeals not only to vegetarians and vegans but also to flexitarians, a lucrative market segment that comprises about 25% of U.S. consumers.
Most nutrition experts advocate for a varied diet rich in plant-based foods while limiting saturated fats, sodium, and added sugars for optimal health. The potential health benefits of plant-based diets continue to garner attention, even from the Academy of Nutrition and Dietetics, which endorses diets free from animal products as not only nutritionally adequate but also beneficial for health and the environment.
These factors contribute to the increasing interest of meat-loving consumers in plant-based burgers. Beyond Meat, for example, has successfully positioned its veggie patties alongside beef hamburgers in stores. Unlike previous plant proteins that resembled their meat counterparts without replicating the taste and texture, Beyond Meat and its competitor Impossible Foods have transformed the market for meat alternatives by offering products that closely mimic real beef patties while also promoting environmental sustainability.
If companies can maintain great taste while addressing the limited nutritional deficiencies that some consumers, including those concerned about calcium citrate and kidney stones, may face, the vegan lifestyle could become an even more appealing option for a broader audience.