The trend of plant-based eating was a significant focus during both panel discussions and on the exhibition floor at last week’s Institute of Food Technologists conference. From tomato extracts aimed at lowering sodium content to legumes being utilized as alternative flours, milks, and “meat” products, exhibitors showcased a plant-based answer to nearly every consumer demand. More intriguing was the shared view among scientists, activists, and industry leaders that this movement is fueled by two major trends in the food industry: the rising demand for protein and the pursuit of clean eating. While these trends are often seen as competing or at least parallel, many panelists argued that they are evolving in tandem, benefiting one another in the process.
“Plant-based eating is not a niche; it’s a powerful force,” asserted Steven Walton, general manager of HealthFocus International, during a panel at the IFT event. “Once consumers embrace this lifestyle, few will revert back.” Walton noted that industry stakeholders often get sidetracked by labels such as vegan, vegetarian, and flexitarian when trying to understand the evolution of consumer behavior. He proposed that this movement transcends static dietary definitions and highlights a shifting relationship between consumers and plant-based foods.
“Most consumers have yet to fully grasp the concept of plant-based eating, but their interests and actions resonate with this trend,” he explained. He detailed the distinctions between consumer perception, belief, and motivation regarding the acceptance of fully or partially plant-based diets. According to HealthFocus data, 17% of U.S. consumers aged 15 to 70 currently claim to follow a predominantly plant-based diet, while 60% report reducing their intake of meat products. Among those cutting back on animal proteins, 55% view this change as permanent, and 22% hope for its permanence. Walton clarified that he does not believe the rejection of meat is the key driver of widespread behavioral change in the industry.
“I don’t see this as a conflict between meat and plant-based options. That’s not what’s fueling this trend. These are parallel dynamics with equal potential and opportunities,” he stated. “It would be misguided to pit these categories against one another.” Walton suggested that much of this shift is driven by a desire to incorporate more fruits and vegetables into daily diets—an evolution he sees across all demographics. From 2012 to 2016, plant-based product claims in the U.S. surged at a compound annual growth rate of 35.8%, with 220 product launches in 2016 and 320 in 2015, as per HealthFocus statistics. He emphasized that as manufacturers address barriers to plant-based eating—such as taste, convenience, availability, and cost—the sector is poised for continued growth. “There are multiple entry points that align with consumer beliefs, motivations, lifestyles, and interests,” he remarked. “The opportunity for expansion and innovation in plant-based foods is robust, and we are in for an exciting period.”
In recent years, protein has emerged as a symbol of health and nutrition within the food sector. Although the nutrient may be saturating the American diet, consumers continue to seek out products like cereal, coffee, and ice cream that highlight added protein. “I can’t think of any other nutrient, macro or micro, where more is perceived as better by consumers,” Walton commented. While 85% of consumers believe they are consuming enough protein, 66% express some level of concern about their protein intake, according to HealthFocus data. The primary motivations behind consumer interest in protein include the desire 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—stated that rising awareness of health, nutrition, and the environmental impact of the food industry is driving the push for plant-based proteins over those sourced from whey or beef. “Utilizing pea protein is a more sustainable option compared to sourcing whey protein,” Lagally shared with Food Dive. “[Animal-based proteins] have been detrimental to our environment, human health, and animal welfare.”
Plant-based meat producers like Beyond Meat and Impossible Burger have made plant proteins more appealing than ever. Lagally noted that despite advancements, this segment is still far from mainstream compared to the traditional meat industry. “The meat sector is enormous; in the United States, we have been overproducing since the 1980s,” she said. “Given that supply still surpasses demand for animal-based foods, we have a substantial journey ahead to make these plant-based products appealing to meat eaters, ensuring they are convenient and competitively priced. High-quality plant-based meat currently costs more than conventional meat.”
Lagally perceives a stronger correlation between consumer avoidance of traditional meat and the rise of plant-based foods than Walton does, and she anticipates increased demand for alternative proteins as research continues to explore the health implications of meat consumption. She referenced a recent recommendation from the American Medical Association suggesting hospitals eliminate processed meats from patient menus in favor of more plant-based choices.
Regarding clean meat, which is derived from animal cell cultures, Lagally believes that plant-based “meat” serves as an ally rather than a competitor. “People often ask whether it’s better to develop the clean meat industry or the plant-based sector, and I believe they are one and the same,” she said. “Clean meat can enhance its structure by incorporating techniques from plant-based meat, and producers can use clean meat as an ingredient in plant-based burgers to create hybrid products at lower costs.”
To foster growth in this segment, Lagally emphasized the importance of scaling up and manufacturing for plant-based meats. “Plant-based meat lacks subsidies; it doesn’t receive funding from the U.S. government,” she explained. “Producers of plant-based proteins must be increasingly innovative and meticulously assess their costs to find ways to lower prices.”
Throughout several IFT panel discussions, the consumer appetite for plant-based foods and proteins—whether from plants, traditional, or clean meat—was ultimately linked to a growing interest in clean eating. “Do you ever consider where your food originates?” Eric Schulze, senior scientist at Memphis Meats, posed to 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 intriguing to see if this perspective holds true as clean meat becomes more widely recognized, as consumers may view lab-grown meat as unnatural or genetically engineered—labels that today’s health-conscious consumers often seek to avoid. Nevertheless, Schulze noted that clean meat can be optimized to maximize vitamins, minerals, and nutrients while being free of bacteria. These characteristics appeal to clean eaters who prioritize long-term health.
Walton indicated that the clean eating movement originates from a “reason to reject” mindset, leading to the avoidance of herbicides, artificial preservatives, and additives, alongside a pursuit for transparency and recognizable ingredients. Many consumers perceive meat as a health risk, prompting them to regard plant proteins as cleaner alternatives. Nutrition expert and consultant Richard Black told Food Dive that clean eating serves as a shortcut for consumers to feel confident about the safety of their food choices. “Nutrition is exceptionally complex. We only understand a fraction of it, yet it’s the most personal of sciences,” he remarked. “Food literally becomes a part of who you are. No other consumer product has that same level of significance.”
Black explained that consumers often look for terms like “natural,” “organic,” and “GMO-free” to facilitate quick purchasing decisions. Today’s consumers seeking trustworthy food products consider these values three to five times more important than technical expertise. Moreover, consumers are willing to pay more for these shared values. “I believe what’s driving clean eating is the fact that we spend very little on our food today,” Black noted. “During the French Revolution, the average French peasant spent over 80% of their income on bread; now, we only spend 10-20% on all food, allowing people to afford these additional attributes. Particularly millennials see themselves reflected in the food they consume and the brands they support.”
This burgeoning interest can assist plant-based manufacturers—especially those producing plant-based meats—in marketing their products, which generally carry a higher price tag than traditional options. “The question has always been, ‘How much extra will consumers pay?’” Walton stated. “However, the true question should be, ‘How much value can we create?’”
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In conclusion, the convergence of plant-based eating, protein demand, and clean eating is shaping a new narrative in the food industry, one that resonates deeply with the evolving values and preferences of today’s consumers.