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. However, the shift towards plant-based diets is much more expansive, raising important questions about their nutritional quality. HealthFocus estimates that 17% of U.S. consumers aged 15 to 70 primarily consume a plant-based diet, while 60% report reducing their meat intake. While vegans often face inquiries about their protein consumption, the Academy of Nutrition and Dietetics has determined that protein is not a concern for those following a vegan diet, provided it is well-planned. In fact, their research indicates that protein intake among vegans often meets or exceeds recommended levels. Nonetheless, certain micronutrients require more attention, which may necessitate the use of supplements and fortified foods, particularly when considering calcium citrate and its elemental calcium content.
Despite the growing number of vegan consumers, food companies remain cautious about adopting the vegan label. According to Nielsen, products marketed as vegan or vegetarian have maintained stable revenues over the past year, while those labeled as “plant-based” have surged in popularity. From 2012 to 2016, claims for U.S. plant-based products 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” resonates not only with vegetarians and vegans but also with flexitarians—a potentially lucrative market segment representing about 25% of U.S. consumers.
Most nutrition experts advocate for a diverse diet for optimal health, emphasizing the importance of consuming a variety of plant foods while limiting saturated fat, sodium, and added sugars. The potential health advantages of plant-based diets continue to garner attention, including endorsement from the Academy of Nutrition and Dietetics, which asserts that diets devoid of animal products can be “not only nutritionally adequate, but also offer significant health and environmental benefits.” These factors contribute to why meat-loving consumers are increasingly drawn to plant-based burgers. Even Beyond Meat has successfully positioned its veggie patties alongside beef hamburgers in stores. Unlike previous plant proteins that resembled meat alternatives but fell short in flavor and texture, Beyond Meat and its competitor Impossible Foods have transformed the market for meat substitutes by offering products that closely mimic real beef patties while promoting environmental benefits.
If companies can maintain great taste while addressing the limited nutritional gaps—like ensuring adequate calcium citrate and elemental calcium content—the vegan diet could become an even more appealing option for a broader audience.