Last week, the Institute of Food Technologists conference showcased the plant-based eating trend, which was a key focus during panel discussions and on the exhibition floor. From tomato extracts to reduce sodium levels, to legumes used as alternatives for flours, milks, and “meat” products, exhibitors presented plant-based solutions for nearly every consumer need. Notably, there was a shared agreement among scientists, activists, and industry leaders that this movement is primarily driven by two major trends in the food industry: the demand for protein and the pursuit of clean eating. While these trends are often seen as competing, many panelists emphasized their convergence, suggesting that the success of one enhances the other.
“Plant-based eating is not a niche market; it’s powerful,” stated Steven Walton, general manager of HealthFocus International, during a panel session. “Once consumers adopt this lifestyle, few will revert back.” He noted that industry professionals often get caught up in labels such as vegan, vegetarian, and flexitarian while trying to understand the evolution of consumer behavior. Walton argued that this movement transcends rigid definitions of diets and reflects a broader shift in how consumers engage with plant foods.
“Most consumers haven’t fully grasped the concept of plant-based eating, but their interests and behaviors align with this trend,” he explained. HealthFocus data indicates that 17% of U.S. consumers aged 15 to 70 currently identify as following a predominantly plant-based diet, and 60% report reducing their meat consumption. Among those cutting back on animal proteins, 55% consider it a permanent change, while 22% hope it will be. Walton clarified that he doesn’t believe the rejection of meat is the primary driver of industry-wide change. “This isn’t about meat versus plants; these are parallel paths with equal potential,” he remarked. “It’s misguided to view them as adversarial.”
Walton further suggested that much of this transformation arises from a desire to include more fruits and vegetables in daily meals, a trend observed across various demographics. 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 related product launches in 2016 and 320 in 2015, according to HealthFocus. He emphasized that as manufacturers address consumer barriers to plant-based eating—such as taste, convenience, availability, and cost—the segment will continue to prosper. “There are multiple entry points tied to consumer beliefs, motivations, lifestyles, and interests,” he noted. “The potential for growth and innovation in plant-based foods is robust, leading us into an exciting era.”
In recent years, protein has become synonymous with health and wellness in the food sector. Although protein may be saturating the American diet, consumers are still on the lookout for cereals, coffee, ice cream, and other products that highlight added protein content. “I can’t think of any other nutrient, whether macro or micro, that consumers perceive as better in larger quantities,” Walton observed. While 85% of consumers claim they get sufficient protein in their diets, 66% express significant concern about their protein intake. The primary motivations for seeking more protein include the desire for healthy diets, weight management, muscle building, energy boosting, and appetite control.
Christie Lagally, a senior scientist at the Good Food Institute, pointed out that increasing awareness of health, nutrition, and the environmental impact of the food industry is driving the preference for plant-based proteins over traditional options like whey or beef. “Utilizing pea protein is overall more sustainable than sourcing whey protein,” Lagally explained. “Animal-based proteins have detrimental effects on our environment, human health, and animal welfare.”
Companies such as Beyond Meat and Impossible Burger have made plant-based proteins more appealing than ever. However, Lagally believes that the sector is still far from mainstream acceptance. “The meat industry is vast—overproduction has been a reality in the U.S. since the 1980s,” she said. “With supply exceeding demand in animal-based foods, we have a long way to go before plant-based products are fully embraced by meat eaters, especially in terms of convenience and cost. High-quality plant-based meat often comes at a premium compared to regular meat.”
Lagally perceives a stronger link between consumer avoidance of traditional meat and the rise of plant-based foods than Walton does, anticipating that demand for alternative proteins will grow as research continues to scrutinize meat’s effects on human health. She referenced a recent recommendation from the American Medical Association urging hospitals to remove processed meats from patient menus in favor of more plant-based options.
Regarding clean meat, which is derived from animal cell cultures, Lagally envisions a collaborative relationship with plant-based “meat” rather than competition. “People frequently ask whether we should prioritize the clean meat or plant-based industry, and my response is that they are essentially the same industry,” she said. “Clean meat can enhance plant-based meat structures, and plant-based producers can incorporate clean meat as an ingredient in hybrid products to reduce costs.”
For the plant-based meat segment to thrive, Lagally emphasized the importance of scaling up production and manufacturing. “Plant-based meat does not benefit from subsidies—it lacks government funding,” she stated. “Producers must be innovative and meticulously analyze their costs to find ways to lower prices.”
Throughout various IFT panel discussions, the consumer interest in plant-based foods and proteins—whether from plants, traditional meat, or clean meat—was ultimately linked to a growing inclination towards clean eating. “Have you ever considered where your food comes from?” Eric Schulze, senior scientist at Memphis Meats, posed to the audience during a panel on clean meat. “Clean meat can help restore the connection consumers have with their food origins.”
It will be intriguing to see if this theory holds true as clean meat gains recognition, as some consumers may view lab-grown meat as unnatural or genetically modified—characteristics that health-conscious individuals typically seek to avoid. Nonetheless, Schulze noted that clean meat can be optimized to maximize vitamins, minerals, and nutrients while containing no bacteria, features that appeal to clean eaters focused on long-term health. Walton commented that the clean eating movement arises from a mindset of rejection, leading to avoidance of herbicides, artificial preservatives, and additives, alongside a pursuit of transparency and recognizable ingredients. Many consumers now consider meat to be a health risk, prompting them to view plant proteins as cleaner alternatives.
Nutrition expert Richard Black explained that the concept of clean eating serves as a quick reference for consumers to feel assured about the safety of their food choices. “Nutrition is an intricate field, and we understand only a fraction of it, yet it is deeply personal,” he noted. “Food becomes an integral part of who you are; no other consumer product has that impact.” Black indicated that consumers often rely on terms like “natural,” “organic,” and “GMO-free” to make swift decisions about their purchases. Today’s consumers, particularly millennials, seek to align themselves with brands that mirror their values and are willing to pay more for products that embody these principles.
This growing interest can greatly benefit plant-based manufacturers, especially those producing plant-based meats, which tend to be pricier than traditional options. “The question has always been, ‘How much more are consumers willing to pay?'” Walton said. “However, the real question should be, ‘How much value can we create?'”
In conclusion, as the plant-based movement continues to flourish, the integration of just vitamins and calcium citrate into formulations may also enhance the appeal of these products, further aligning with consumer interests in health and nutrition. The ongoing dialogue surrounding clean eating and plant-based diets will likely shape the future of the food industry in significant ways.