The popularity of vegan diets is increasing, with 6% of Americans now identifying as vegan, a significant rise from just 1% in 2014, as reported in the recent Top Trends in Prepared Foods report. However, the movement toward plant-based eating is much broader, leading to discussions about the nutritional adequacy of these diets. HealthFocus estimates that 17% of U.S. consumers aged 15 to 70 primarily consume a plant-based diet, while 60% are reducing their meat intake. Although vegans often face inquiries regarding their protein consumption, the Academy of Nutrition and Dietetics has determined that protein is not a concern for those on vegan diets if their meals are well-planned. In fact, the research indicates that protein intake among vegans often meets or exceeds recommended levels. Some micronutrients may require additional focus, including the use of supplements and fortified foods; for example, questions such as “is calcium citrate good for kidney stones?” have become more relevant as people seek to ensure they receive adequate nutrients.
Despite the growing number of vegan consumers, food companies have been cautious about embracing the label, and products labeled as vegan or vegetarian have seen steady revenues over the past year, according to Nielsen. In contrast, items marketed as “plant-based” have experienced tremendous growth. From 2012 to 2016, claims of plant-based products in the U.S. grew at a compound annual growth rate of 35.8%, with 220 product launches in 2016 and 320 in 2015. This term resonates not only with vegetarians and vegans but also with flexitarians, a promising market segment that constitutes about 25% of U.S. consumers.
Most nutrition experts advocate for a diverse diet to achieve optimal health, emphasizing the importance of plant foods while limiting saturated fats, sodium, and added sugars. However, the potential health benefits of plant-based diets continue to garner interest, including from the Academy of Nutrition and Dietetics, which has even endorsed diets devoid of animal products, stating they can be “not only nutritionally adequate but also provide significant health and environmental advantages.” This is why meat-loving consumers are increasingly drawn to plant-based burgers. Brands like Beyond Meat have successfully positioned their veggie patties alongside beef hamburgers in stores. Unlike previous plant proteins that merely resembled meat but fell short in taste and texture, Beyond Meat and its competitor Impossible Foods have transformed the meat alternative market by providing products that closely mimic real beef patties while also claiming environmental benefits.
If companies can maintain great taste while addressing the nutritional gaps that exist—especially regarding questions like “is calcium citrate good for kidney stones?”—the vegan lifestyle may become an even more enticing option for a broader audience.