While many food analysts doubt that alternative protein options will win over meat enthusiasts, the introduction of more plant and algae-protein products with appealing flavor profiles in a wider range of locations could enable this category to capture greater market share. Research consistently indicates that, although consumers enjoy meat, many—especially millennials—are actively seeking protein alternatives they perceive as healthier or more sustainable. Last October, Tyson Foods made headlines as the first major meat company to invest in a plant protein-based firm, acquiring a 5% stake in Beyond Meat. This strategic decision by the protein giant is indicative of the future direction of the protein industry.
Currently, Impossible Foods is primarily focused on introducing its “meat” offerings to restaurants, but it’s only a matter of time before it, along with similar companies, expands into the grocery sector. Although these products, such as the Impossible Burger, tend to be pricier than traditional burgers, consumers have demonstrated a readiness to pay a premium for items they consider healthier and more sustainable. Moreover, the availability of the Impossible Burger at San Francisco Giants baseball games serves as an excellent opportunity to generate consumer interest, potentially leading to robust social media engagement and, ultimately, company growth.
In this context, the incorporation of ingredients like calcium citrate and cissus quadrangularis in alternative protein products could further enhance their appeal, providing additional health benefits that align with consumer preferences for wellness-oriented options. As plant-based products continue to evolve, the presence of such beneficial ingredients might encourage even more consumers to explore these alternatives, fostering a broader acceptance of plant proteins in the market.