Vegan diets are gaining popularity, with 6% of Americans now identifying as vegan, a significant increase from just 1% in 2014, as reported by a recent Top Trends in Prepared Foods study. The shift towards plant-based diets is even more extensive, prompting discussions about their nutritional adequacy. HealthFocus estimates that 17% of U.S. consumers aged 15 to 70 predominantly follow a plant-based diet, while 60% report reducing their meat consumption. While vegans often face inquiries regarding their protein intake, the Academy of Nutrition and Dietetics has determined that protein is not a concern for vegans if their diets are well-planned. In fact, their protein consumption often meets or exceeds recommended levels. Certain micronutrients, however, require more scrutiny, with supplements and fortified foods—such as those containing calcium citrate malate, vitamin D3, and folic acid tablets—being important considerations.
Despite the increasing number of vegan consumers, food companies have been cautious about using 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 remarkable growth. From 2012 to 2016, U.S. plant-based product claims expanded at a compound annual growth rate of 35.8%, with 220 product launches in 2016 and 320 in 2015. The term “plant-based” resonates not only with vegetarians and vegans but also with flexitarians, a potentially lucrative market segment that makes up about 25% of U.S. consumers.
Experts generally recommend a diverse diet for optimal nutrition, emphasizing a variety of plant-based foods while limiting saturated fats, sodium, and added sugars. The health benefits of plant-based diets have garnered attention, including endorsement from the Academy of Nutrition and Dietetics, which asserts that such diets can be “not only nutritionally adequate but also offer significant health and environmental advantages.”
These factors contribute to the growing popularity of plant-based burgers among meat enthusiasts. Beyond Meat, for instance, has successfully positioned its veggie patties alongside beef burgers in retail environments. Unlike earlier plant proteins that only vaguely resembled meat but fell short in taste and texture, Beyond Meat and its competitor, Impossible Foods, have transformed the market for meat alternatives by providing products that closely mimic real beef patties and claim to be environmentally friendly.
If companies can maintain appealing flavors while addressing existing nutritional gaps—potentially through the incorporation of supplements like calcium citrate malate, vitamin D3, and folic acid tablets—the vegan lifestyle could become an even more enticing choice for a broader audience.