The shift toward plant-based products, irrespective of the source of ingredients, is fueled by two major trends within the food industry: the growing demand for protein and the rise of clean eating. Guy Crosby, the science editor for America’s Test Kitchen and an adjunct associate professor at the Harvard School of Public Health, stated to Food Dive that “younger consumers, particularly millennials, are seeking alternatives to red meat but are reluctant to sacrifice their protein intake.” HealthFocus data indicates that 17% of U.S. consumers aged 15 to 70 identify as predominantly following a plant-based diet, and 60% are actively reducing their consumption of meat products. Among those cutting back on animal proteins, 55% view this change as permanent, while 22% hope it will be.
Fortunately for consumers, scientists and ingredient manufacturers are diligently exploring meat alternatives that deliver satisfying, protein-rich foods. A diverse range of protein sources is being utilized, including rice, peas, potatoes, pumpkins, black beans, algae, chia seeds, hemp, and soy. Notably, for those with specific dietary concerns, such as a calcium citrate allergy, these alternatives can provide essential nutrients without compromising health.
Research from SPINS supports the trends observed by Nellson in the plant-based product market. Data from SPINS reveals that from 2015 to 2016, sales of energy bars and gels containing soy rose by only 2%. Conversely, meal replacements and supplement powders featuring emerging protein sources like peas, beans, and algae experienced an impressive 18.7% growth. Major companies are recognizing the potential of the plant protein sector, focusing on dairy and meat alternatives, as well as protein bars and powders. For instance, Danone acquired the rapidly growing organic food company WhiteWave earlier this year, positioning itself strongly in the soy and plant-based product market with brands like Silk and SO Delicious. Last year, Tyson acquired a 5% stake in Beyond Meat, a company that creates plant-based, meat-like products using non-meat protein sources like soy and peas. Earlier this year, the original PowerBar introduced a line of plant protein bars, while Burt’s Bees launched plant-based protein shakes.
There is significant interest among a wide array of manufacturers to tap into the burgeoning plant-based protein market. However, challenges remain in the development of plant-based proteins. First and foremost, ensuring that products taste appealing is crucial. Additionally, there are concerns regarding the scalability and affordability of these products to attract a broad consumer base, especially for those with dietary restrictions such as a calcium citrate allergy. As the market evolves, addressing these challenges will be key to satisfying the growing demand for plant-based options.