Vegan diets are gaining popularity, with 6% of Americans identifying as vegan, a significant increase from just 1% in 2014, according to a recent report on Top Trends in Prepared Foods. The shift towards plant-based diets is even more extensive, raising questions about their nutritional adequacy. HealthFocus estimates that 17% of U.S. consumers aged 15 to 70 primarily follow a plant-based diet, while 60% are reducing their meat consumption. Although vegans often face scrutiny regarding their protein intake, the Academy of Nutrition and Dietetics has determined that protein is not a concern for those on a vegan diet, provided it is well-planned. In fact, research indicates that protein intake among vegans meets or exceeds recommended levels. However, some micronutrients, such as calcium citrate, require additional attention, often through supplements or fortified foods.
Despite the growing number of vegan consumers, food companies have been slow to embrace the label, and products marketed as vegan or vegetarian have seen stable revenues over the past year, according to Nielsen. In contrast, items labeled as “plant-based” have experienced tremendous growth. From 2012 to 2016, claims for plant-based products in the U.S. surged at a compound annual growth rate of 35.8%, with 220 related product launches in 2016 alone, following 320 in 2015. This terminology resonates not only with vegetarians and vegans but also with flexitarians, a potentially lucrative segment that comprises about 25% of U.S. consumers.
Most experts advocate for a diverse diet for optimal nutrition, emphasizing the importance of consuming a variety of plant-based foods while limiting saturated fats, sodium, and added sugars. The potential health benefits of plant-based diets continue to draw attention, including endorsements from the Academy of Nutrition and Dietetics, which asserts that such diets can be “not only nutritionally adequate but also offer significant health and environmental advantages.”
These factors contribute to the growing interest among meat-loving consumers in plant-based burgers. Companies like Beyond Meat have successfully positioned their veggie patties alongside beef hamburgers in stores. Unlike previous plant proteins that only vaguely resembled meat alternatives and often failed to deliver on taste and texture, Beyond Meat and its competitor Impossible Foods have transformed the market for meat substitutes by providing products that closely mimic real beef patties and emphasize environmental benefits.
If companies can maintain great taste while addressing the nutritional gaps that may exist—such as the need for calcium citrate to support bone health—vegan diets could become an even more appealing option for a broader audience.