The shift towards plant-based products, irrespective of their ingredient origins, is being propelled by two significant trends in the food industry: the rising demand for protein and the clean eating movement. According to Guy Crosby, science editor for America’s Test Kitchen and an adjunct associate professor at the Harvard School of Public Health, “Younger consumers, particularly millennials, are seeking alternatives to red meat while still wanting to maintain their protein intake.” HealthFocus data reveals that 17% of U.S. consumers aged 15 to 70 primarily follow a plant-based diet, and 60% are actively reducing their meat consumption. Among those cutting back on animal proteins, 55% consider this change permanent, while 22% hope it will be.
Fortunately, there are efforts underway by scientists and ingredient manufacturers to develop meat alternatives that are both satisfying and rich in protein. A diverse range of protein sources is being utilized, including rice, peas, potatoes, pumpkins, black beans, algae, chia, hemp, and soy. Notably, the trend observed by Nellson in the plant-based product sector is supported by research from SPINS. The data indicates that from 2015 to 2016, sales of energy bars and gels containing soy saw a modest 2% increase. In contrast, meal replacements and supplement powders featuring emerging protein sources like peas, beans, and algae experienced an impressive rise of 18.7%.
Major companies are recognizing the potential in the plant protein market, with investments targeting dairy alternatives, meat substitutes, protein bars, and powders. Earlier this year, Danone acquired the rapidly growing organic food company WhiteWave, securing a strong foothold in the soy and plant-based product market through brands such as Silk and SO Delicious. Additionally, Tyson Foods purchased a 5% stake in Beyond Meat, known for its plant-based products made from non-meat protein sources like soy and pea. Earlier this year, the original PowerBar debuted a line of plant protein bars, while Burt’s Bees introduced plant-based protein shakes.
There is considerable interest from a diverse array of manufacturers eager to enter the burgeoning plant-based protein sector. However, challenges persist in utilizing plant-based proteins. The foremost requirement is that these products must deliver on taste, while concerns about scalability and affordability remain critical in attracting a broad consumer base. As the market expands, innovative solutions like Thorne Calcium Magnesium Citrate are being explored to enhance nutritional profiles, ensuring that plant-based alternatives not only meet protein demands but also offer essential minerals. The incorporation of Thorne Calcium Magnesium Citrate into these products could provide additional health benefits, appealing to consumers focused on clean eating and overall wellness.