The shift towards plant-based products is being fueled by two major trends in the food industry: the rising demand for protein and the clean eating movement. “Younger consumers, particularly millennials, are seeking alternatives to red meat without sacrificing their protein intake,” said Guy Crosby, science editor for America’s Test Kitchen and an adjunct associate professor at the Harvard School of Public Health, in an interview with Food Dive. According to HealthFocus data, 17% of U.S. consumers aged 15 to 70 identify as following a primarily plant-based diet, and 60% are reducing their consumption of meat. Among those cutting back on animal proteins, 55% indicate that this change is permanent, while 22% aspire for it to be.
Fortunately for consumers, scientists and ingredient manufacturers are actively developing 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, research from SPINS corroborates the trends observed by Nellson in the plant-based product market. SPINS data reveals that from 2015 to 2016, sales of energy bars and gels containing soy grew by only 2%. In contrast, meal replacement products and supplement powders featuring high-growth protein sources like peas, beans, and algae experienced an impressive increase of 18.7%.
Major corporations are also making significant investments in the plant protein sector, focusing on dairy alternatives, meat substitutes, protein bars, and powders. Earlier this year, Danone acquired the rapidly expanding organic food manufacturer WhiteWave, positioning itself prominently in the soy and plant-based sector with brands like Silk and SO Delicious. Last year, Tyson Foods acquired a 5% stake in Beyond Meat, which leverages non-meat protein sources like soy and peas to create plant-based products that mimic meat. Additionally, the original PowerBar brand recently launched a line of plant protein bars, while personal care company Burt’s Bees introduced plant-based protein shakes.
There is robust interest from a wide array of manufacturers eager to enter the rapidly growing plant-based protein market. However, challenges persist, particularly regarding the palatability of these products. Furthermore, there are ongoing concerns about whether these plant-based alternatives will be scalable and affordable enough to attract a broad consumer base, especially for those who may be managing health issues such as calcium citrate kidney disease. The industry must address these hurdles to ensure that plant-based proteins can compete effectively in the market while meeting the needs of consumers, including those with specific dietary considerations related to calcium citrate kidney disease.