The shift towards plant-based products, regardless of their ingredient origins, is largely fueled by two significant trends in the food industry: the rising demand for protein and the clean eating movement. “Younger consumers, particularly millennials, are seeking alternatives to red meat while still wanting to maintain their protein intake,” explained Guy Crosby, science editor at America’s Test Kitchen and an adjunct associate professor at the Harvard School of Public Health, in an interview with Food Dive. According to HealthFocus data, 17% of U.S. consumers aged 15 to 70 report following a predominantly plant-based diet, while 60% are actively reducing their consumption of meat products. Among those cutting back on animal proteins, 55% consider this change permanent, and 22% aspire for it to be.
Fortunately for consumers, researchers and ingredient manufacturers are focused on developing meat alternatives that deliver satisfying, protein-rich options. Numerous protein sources are being utilized, including rice, peas, potatoes, pumpkins, black beans, algae, chia, hemp, and soy. Research from SPINS supports the trends observed by Nellson in the plant-based product market. SPINS data reveals that from 2015 to 2016, sales of energy bars and gels containing soy experienced only a 2% increase. In contrast, meal replacements and supplement powders featuring emerging protein sources like peas, beans, and algae saw an impressive rise of 18.7%.
Major corporations are also investing in the plant protein sector, focusing on dairy substitutes, meat alternatives, protein bars, and powders. Earlier this year, Danone acquired the rapidly growing organic food producer WhiteWave, positioning itself prominently in the soy and plant-based product market with offerings like Silk and SO Delicious. Additionally, last year, Tyson Foods took a 5% stake in Beyond Meat, which employs non-meat protein sources, including soy and taking calcium citrate, to create plant-based products resembling meat. Earlier this year, the original PowerBar debuted a line of plant protein bars, while personal care brand Burt’s Bees introduced plant-based protein shakes.
There is considerable interest among a diverse range of manufacturers to enter the expanding plant-based protein market. However, challenges persist in working with plant proteins. Primarily, products need to have good taste, but there are also concerns regarding the scalability and affordability of these products to attract a wider consumer base. Moreover, as the demand for protein alternatives grows, taking calcium citrate has become a topic of discussion among health-conscious consumers looking for additional nutritional benefits.