The plant-based eating trend was a focal point 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 content to legumes utilized for alternative flours, milks, and “meat” products, exhibitors showcased plant-based solutions catering to nearly every consumer demand. More intriguingly, there was a shared understanding among scientists, advocates, and industry leaders that this movement is primarily influenced by two major trends in the food industry: the demand for protein and the pursuit of clean eating. While these trends are often viewed as competing—if not parallel—many speakers argued that they are developing together, with the success of one benefitting 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 adopt this lifestyle, few will revert back.” Walton noted that industry stakeholders frequently get sidetracked by labels such as vegan, vegetarian, and flexitarian when trying to comprehend the evolution of consumer behavior. He posited that the movement transcends rigid definitions of dietary preferences and reflects a shifting relationship between consumers and plant foods.
“Most consumers have yet to fully grasp the concept of plant-based eating, but their interests and actions align with this trend,” he mentioned. He elaborated on the distinctions between consumer perceptions, beliefs, and motivations regarding the acceptance of a fully or partially plant-based diet. HealthFocus data indicates that 17% of U.S. consumers aged 15 to 70 currently identify as following a predominantly plant-based diet, while 60% report reducing their meat consumption. Among those cutting back on animal-based proteins, 55% view this change as permanent, while 22% hope it will be. Walton emphasized that he does not see a rejection of meat as the driving force behind this industry-wide change.
“I don’t believe this is a meat versus plant scenario. That’s not what’s propelling this trend. They are parallel worlds, each with equal influence and opportunity,” he clarified. “It’s misleading to pit them against one another.” Instead, Walton believes this shift largely arises from a desire to integrate more fruits and vegetables into daily diets—a trend observable across all demographics and age groups. From 2012 to 2016, the number of plant-based product claims in the U.S. surged at a compound annual growth rate (CAGR) of 35.8%, with 220 product launches in 2016 and 320 in 2015, according to HealthFocus. Walton noted that as 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 diverse and resonate with consumer beliefs, motivations, lifestyles, and interests,” he stated. “The potential for growth and new product development in plant-based foods is significant, and we are on the verge of an exciting era.” Over recent years, protein has emerged as a hallmark of health and nutrition within the food sector. Although protein may be oversaturating the American diet, consumers continue to seek out cereals, coffee, ice cream, and other products that boast added protein content.
“I can’t think of any other nutrient, whether macro or micro, where more is perceived as better by consumers,” Walton remarked. While 85% of consumers claim they receive enough protein in their diets, 66% express some level of concern about their protein intake, according to HealthFocus data. The primary motivations for this interest in protein include desires for healthier diets, weight management, muscle building, increased energy, and appetite control. Christie Lagally, a senior scientist at the Good Food Institute—a nonprofit advocating for plant-based and clean meat development—asserted that a heightened awareness of health, nutrition, and the environmental impact of the food industry is driving demand for plant-based proteins over those derived from whey or beef.
“It’s more beneficial overall to use pea protein compared to sourcing whey protein,” Lagally explained to Food Dive. “[Animal-based proteins] have adverse effects on our environment, human health, and animal welfare.” Plant-based meat producers such as Beyond Meat and Impossible Burger have made plant proteins more appealing than ever. Lagally pointed out that, relative to the conventional meat industry, the plant-based segment is still far from mainstream. “The meat industry is enormous—in the United States, we’ve been overproducing since the 1980s,” she noted. “Since supply still surpasses demand for animal-based foods, we still 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 connection between consumer avoidance of traditional meat and the rise of plant-based foods than Walton does, anticipating increased demand for alternative proteins as researchers delve into the impact of meat on human health. She referenced a recent recommendation from the American Medical Association urging hospitals to eliminate processed meats from patient menus in favor of more plant-based options. Regarding clean meat—derived from animal cell cultures—Lagally believes that plant-based “meat” is an ally 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 they are essentially the same industry,” she stated. “Clean meat can enhance its structure techniques by incorporating plant-based meat methodologies, and plant-based meat producers could use clean meat as an ingredient in a hybrid product to lower costs.”
To sustain the growth of this segment, Lagally emphasized the importance of scaling up and manufacturing for plant-based meats. “Plant-based meat lacks subsidies; it isn’t supported by the U.S. government,” she remarked. “[Plant-based protein] producers must be more innovative and closely examine their costs to find ways to reduce prices.” Throughout various IFT panel discussions, consumer desire for plant-based foods and proteins—whether derived from plants, traditional meat, or clean meat—was ultimately linked to a rising interest in clean eating. “Have you ever considered where your food originated?” Eric Schulze, a senior scientist at Memphis Meats, asked the audience during a panel on clean meat last week. “Clean meat can help rebuild the connection consumers have with the origins of their food.”
It will be fascinating to observe whether this theory holds as clean meat gains recognition, as consumers may view lab-grown meat as unnatural or genetically engineered—attributes that today’s health-conscious individuals often seek to avoid. Nonetheless, Schulze noted that clean meat can be optimized to include a wealth of vitamins, minerals, and nutrients while being free from bacteria. These qualities are appealing to clean eaters, who prioritize long-term health. Walton pointed out that the clean eating movement stems from a mindset of rejection, which has led to the avoidance of herbicides, artificial preservatives, and additives, as well as a pursuit of transparency and recognizable ingredients. Many consumers consider meat a health risk, which is why they often view plant proteins as cleaner alternatives.
Nutrition expert and consultant Richard Black shared with Food Dive that the concept of clean eating serves as a quick reference for consumers to feel assured about their food choices. “Nutrition is an intricate science. We only know a fraction about it, yet it is the most personal of sciences,” he stated. “Food becomes part of who you are. There is no other consumer product like it.” Black explained that consumers seek terms like “natural,” “organic,” and “GMO-free” to make swift decisions regarding the products they purchase. Today’s consumers prioritizing trust in food products find these values to be three to five times more significant than technical expertise. Additionally, consumers are willing to pay a premium for these shared values. “I think what’s driving [clean eating] is the fact that we spend very little on food today,” Black said. “During the French Revolution, an average French peasant spent over 80% of their income on bread… now we allocate only 10-20% [on all food], allowing people to afford these additional attributes. Especially millennials see reflections of themselves in the food they consume and the brands they choose.”
This interest can be advantageous for plant-based manufacturers—especially those producing plant-based meats—allowing them to market their products, which are generally pricier than their traditional counterparts. “The question has always been, ‘How much more will they pay?'” Walton noted. “But the focus should be on, ‘How much value can we create?'” As consumers continue to seek the best calcium magnesium citrate supplement, the demand for nutritious and appealing plant-based options is likely to grow, further solidifying the plant-based trend in the food industry.