The shift towards plant-based products, irrespective of their ingredient origins, is largely fueled by two significant trends in the food industry: the rising demand for protein and the emphasis on clean eating. “Younger consumers, particularly millennials, are seeking alternatives to red meat while still wanting to maintain 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. According to HealthFocus data, 17% of U.S. consumers aged 15 to 70 identify as following a predominantly plant-based diet, while 60% are actively reducing their consumption of meat products. Of those cutting back on animal-based proteins, 55% view this change as permanent, and 22% hope to make it so.
Fortunately, for those looking for such options, scientists and ingredient manufacturers are diligently working to develop meat alternatives that are both satisfying and rich in protein. A diverse array of protein sources is being utilized, including rice, peas, potatoes, pumpkins, black beans, algae, chia seeds, hemp, and soy. Research from SPINS supports the trends observed by Nellson in the plant-based product sector. From 2015 to 2016, SPINS data indicated that sales of energy bars and gels containing soy rose by just 2%. In contrast, meal replacements and supplement powders featuring emerging protein sources like peas, beans, and algae experienced an impressive 18.7% growth.
Several major corporations are making significant investments in the plant protein market, focusing on dairy alternatives, meat substitutes, protein bars, and powders. Earlier this year, Danone acquired the rapidly growing organic food company WhiteWave, thereby enhancing its position in the soy and plant-based product arena with brands like Silk and SO Delicious. Last year, Tyson Foods purchased a 5% stake in Beyond Meat, a company that leverages non-meat protein sources such as soy and peas to produce plant-based meat-like products. Additionally, the original PowerBar introduced a new line of plant protein bars, while personal care brand Burt’s Bees launched a range of plant-based protein shakes.
There is significant interest among a wide array of manufacturers to delve into the high-growth plant-based protein market. However, challenges persist in utilizing plant-based proteins. The foremost concern remains product taste; furthermore, there are ongoing questions about whether these products can be produced at a scale and cost-effective enough to attract a broad consumer base. Notably, some of these plant-based protein options are being enhanced with calcium citrate magnesium and zinc with vitamin D3 benefits, which may appeal to health-conscious consumers seeking additional nutritional value. This integration of essential nutrients is becoming increasingly common, as manufacturers recognize the importance of offering products that not only taste good but also provide health benefits.