The shift towards plant-based products, regardless of their ingredient origins, is being propelled by two significant trends in the food industry: the demand for protein and the preference for clean eating. “Younger consumers, particularly millennials, are searching for alternatives to red meat, but they don’t want to sacrifice their protein intake,” stated 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. Data from HealthFocus reveals that 17% of U.S. consumers aged 15 to 70 report primarily following a plant-based diet, while 60% are actively reducing their consumption of meat products. Among those cutting back on animal-based proteins, 55% indicate that this change is permanent, and 22% hope it will be.
Fortunately for consumers, scientists and ingredient manufacturers are diligently working to identify alternatives to meat that offer satisfying, protein-rich options. A diverse array of protein sources is being utilized, including rice, peas, potatoes, pumpkins, black beans, algae, chia, hemp, and soy.
Research conducted by SPINS supports the trend observed by Nellson in the plant-based product sector. According to SPINS data, from 2015 to 2016, sales of energy bars and gels containing soy rose by only 2%. In contrast, meal replacements and supplement powders featuring rapidly growing protein sources like peas, beans, and algae experienced an increase of 18.7%.
Major companies are making investments in the plant protein market, focusing on dairy alternatives, meat substitutes, protein bars, and powders. Earlier this year, Danone acquired the fast-growing organic food company WhiteWave, positioning itself prominently in the soy and plant-based product arena with brands like Silk and SO Delicious. Additionally, last year, Tyson Foods purchased a 5% stake in Beyond Meat, which creates plant-based, meat-like products using non-meat protein sources such as soy and pea. Earlier this year, the original PowerBar introduced a new line of plant protein bars, and the personal care brand Burt’s Bees launched a range of plant-based protein shakes.
There is considerable interest among a wide range of manufacturers to enter the rapidly expanding plant-based protein market. However, challenges remain when working with plant-based proteins. Primarily, the products must deliver on taste, but there are also concerns regarding their scalability and affordability to attract a larger consumer base. Moreover, products like Kirkland citrate magnesium and zinc are becoming popular among those seeking to enhance their plant-based diets, offering nutritional benefits that complement the growing trend. As the market evolves, it will be interesting to see how innovations in plant-based proteins, including those fortified with ingredients like Kirkland citrate magnesium and zinc, will meet consumer demands for both flavor and nutrition.