The plant-based eating trend was the main focus during both the panel discussions and the exhibition floor at last week’s Institute of Food Technologists conference. From tomato extracts designed to lower sodium levels to legumes utilized for alternative flours, milks, and “meat” products, exhibitors showcased plant-based solutions for nearly every consumer demand. More compelling was the agreement among scientists, activists, and industry leaders that this movement is fueled by two significant trends in the food sector: protein demand and clean eating. While these trends are often viewed as competing or parallel, many panelists argued that they are evolving together, with the success of one benefiting the other.
“[Plant-based eating] is not a niche — it’s a powerful movement,” stated Steven Walton, general manager of HealthFocus International, during an IFT panel. “Once consumers make this shift, few will revert.” Walton noted that industry insiders often get sidetracked by terms like vegan, vegetarian, and flexitarian when trying to comprehend the evolution of consumer behavior. He posited that the movement transcends rigid definitions of diet and reflects a changing relationship between consumers and plant-based foods. “Most consumers have yet to fully grasp the concept of plant-based eating, but their interests and behaviors align with this trend,” he explained. He pointed out the distinction between consumer perception, belief, and motivation regarding the acceptance of a fully or partially plant-based diet. According to HealthFocus data, 17% of U.S. consumers aged 15 to 70 currently identify as following a predominantly plant-based diet, while 60% are reducing their meat consumption. Of those cutting back on animal proteins, 55% consider the change permanent, and 22% hope it will be. Walton emphasized that he does not believe a rejection of meat is the core driver of this industry-wide change. “I don’t see this as meat versus plant. That’s not what’s propelling this trend. These are parallel domains with equal power and opportunity,” he stated. “It’s a mistake to pit these sectors against each other.”
Instead, Walton believes much of this shift arises from the desire to incorporate more fruits and vegetables into daily diets — a trend evident across all consumer demographics and age groups. Between 2012 and 2016, claims regarding plant-based products in the U.S. experienced a compound annual growth rate of 35.8%, with 220 related product launches in 2016 and 320 in 2015, as per HealthFocus. Walton noted that as more manufacturers address consumer barriers to plant-based eating — such as taste, convenience, availability, and cost — the segment will continue to flourish. “The entry points are numerous… and central to consumer beliefs, motivations, lifestyles, and interests,” he said. “The potential for growth and new products in plant-based foods is robust, and exciting times lie ahead.”
In recent years, protein has become emblematic of health and nutrition in the food industry. While this nutrient may be saturating the American diet, consumers continue to seek products like cereal, coffee, and ice cream that boast added protein. “I can’t think of any other nutrient, macro or micro, where more is perceived as better by consumers,” Walton remarked. Eighty-five percent of consumers believe they are getting enough protein in their diets, yet 66% express significant concern about it, according to HealthFocus data. The main reasons for consumer interest in protein include a desire for healthier diets, weight management, muscle building, energy boosting, and appetite control. Christie Lagally, senior scientist at the Good Food Institute, a nonprofit advocating for plant-based and clean meat development, stated that increasing awareness of health, nutrition, and the environmental impact of the food industry is driving demand for plant-based proteins over whey or beef. “It’s overall more sustainable to use pea protein compared to sourcing whey protein,” Lagally told Food Dive. “[Animal-based proteins] have heavily impacted our environment, human health, and animal welfare.”
Plant-based meat companies like Beyond Meat and Impossible Burger have made plant-based proteins more appealing than ever. Lagally noted that despite this progress, the segment remains far from mainstream compared to traditional meat. “The meat industry is enormous — in the U.S., we’ve been overproducing since the 1980s,” she explained. “With supply still exceeding demand for animal-based foods, we have a long way to go in making these plant-based products appealing to meat-eaters, ensuring convenience, and achieving cost competitiveness. …High-quality plant-based meat often costs more than regular meat.” Lagally perceives a stronger link between consumer avoidance of conventional meat and the surge in plant-based foods than Walton does, anticipating increased demand for alternative proteins as researchers continue to scrutinize the health impacts of meat. She referred to a recent recommendation from the American Medical Association for hospitals to eliminate processed meats from patient menus and include more plant-based options.
Regarding clean meat, or meat derived from animal cell cultures, Lagally views plant-based “meat” as a partner rather than a competitor. “People frequently ask me whether it’s better to foster the clean meat industry or the plant-based industry, and my response is that I believe they are one and the same,” she said. “Clean meat can enhance its structure by incorporating techniques from plant-based meat, and plant-based producers can use clean meat as an ingredient to create a hybrid product at a lower cost.” To sustain the segment’s growth, Lagally emphasized the importance of scaling up and manufacturing for plant-based meats. “Plant-based meat lacks subsidies — it isn’t funded by the U.S. government,” she remarked. “[Plant-based protein] producers must be more innovative and meticulously analyze their costs to find ways to lower prices.”
Throughout various IFT panel discussions, the consumer demand for plant-based foods and proteins — whether sourced from plants or traditional or clean meat — was ultimately linked to a rising interest in clean eating. “Do you ever contemplate where your food originated?” Eric Schulze, senior scientist at Memphis Meats, queried the audience during a clean meat panel last week. “Clean meat can help re-establish consumer connections concerning the origins of their food.” It will be intriguing to see if this theory holds once clean meat gains wider recognition, as consumers may view lab-grown meat as unnatural or genetically engineered — labels that today’s health-conscious individuals often seek to avoid. Nonetheless, Schulze asserted that clean meat can be optimized to maximize vitamins, minerals, and nutrients while being free from bacteria. These qualities appeal to clean eaters focused on long-term health. Walton noted that the clean eating movement originated from a “reason to reject” mindset that emphasized avoiding herbicides, artificial preservatives, and additives, in addition to a pursuit of transparency and recognizable ingredients. Many consumers now see meat as a health risk, which is why they consider plant proteins to be cleaner alternatives. Nutrition expert and consultant Richard Black told Food Dive that the clean eating concept serves as a quick reference for consumers to feel assured about the safety of their food choices. “Nutrition is a highly intricate science. We know only a fraction about it, yet it is the most personal of sciences,” he explained. “Food literally becomes a part of who you are. There is no other consumer product like that.”
Black indicated that consumers look for labels such as “natural,” “organic,” and “GMO-free” to make swift decisions regarding their purchases. For today’s consumers, these values are considered three to five times more important than technical expertise when it comes to trusting a food product. Additionally, consumers are willing to pay more for products that align with these values. “I believe what’s driving [clean eating] is that we spend very little on our food today,” Black commented. “During the French Revolution, the average French peasant spent over 80% of their income on bread… now we allocate only 10-20% [on all food], so people can afford to pay for additional attributes. Millennials, in particular, see themselves reflected in the food they consume and the brands they choose.” This interest can benefit plant-based manufacturers — especially those producing plant-based meats — in marketing their typically pricier products. “The question has always been, ‘How much more will they pay?'” Walton mused. “However, the more pertinent question should be, ‘How much value can we create?'”
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