The plant-based eating movement was a prominent focus during the 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 utilized for alternative flours, milks, and “meat” products, exhibitors presented plant-based solutions that cater to nearly every consumer demand. More intriguing was the shared viewpoint among scientists, activists, and industry leaders that this trend is being propelled by two major forces in the food sector: the rising demand for protein and the clean eating initiative. While these trends are often seen as conflicting or at least parallel, many panelists argued that they are evolving together, with the success of one benefiting the other.
“[Plant-based eating] isn’t niche — it’s powerful,” stated Steven Walton, general manager of the research firm HealthFocus International, during an IFT panel. “Once consumers make this shift, few are likely to revert.” Walton pointed out that industry stakeholders often get sidetracked by labels such as vegan, vegetarian, and flexitarian when trying to comprehend the evolution of consumer behavior. He indicated that the movement transcends static diet definitions, highlighting a changing relationship between consumers and plant-based foods. “Most consumers haven’t fully grasped the concept of plant-based eating, but their interests and behaviors align with this trend,” he noted. He elaborated on the distinctions between consumer perception, belief, and motivation regarding the acceptance of fully or partially plant-based diets. HealthFocus data reveals that 17% of U.S. consumers aged 15 to 70 currently identify as following a predominantly plant-based diet, and 60% are reducing their consumption of meat products. Among those cutting back on animal proteins, 55% report that this change is permanent, while 22% express a desire for it to be so. Walton emphasized that he does not believe the rejection of meat is the sole driver of this industry-wide behavioral shift.
“I don’t believe this is a meat versus plant debate. That’s not what’s fueling this trend. These are parallel realms with equal power and opportunity,” he remarked. “It would be misguided to pit these sectors against each other.” Instead, Walton posits that much of this transformation stems from a desire to integrate more fruits and vegetables into everyday diets—a trend observable across all demographics and age groups. From 2012 to 2016, the U.S. saw a compound annual growth rate (CAGR) of 35.8% in plant-based product claims, with 220 related product launches in 2016 and 320 in 2015, according to HealthFocus. Walton added that as more manufacturers address consumer barriers to plant-based eating—like taste, convenience, availability, and cost—the sector will continue to flourish. “There are multiple entry points… core to consumer beliefs, motivations, lifestyles, and interests,” he stated. “The potential for growth and new products in plant-based foods is substantial, and we are on the brink of an exciting period.”
In recent years, protein has emerged as a symbol of health and nutrition in the food industry. While the nutrient may be oversaturating the American diet, consumers are still on the lookout for products that showcase added protein benefits, such as cereals, coffee, and ice cream. “I can’t think of any other nutrient, whether macro or micro, that consumers believe more is better,” Walton remarked. Despite 85% of consumers claiming they get sufficient protein, 66% express concern about their protein intake, according to HealthFocus data. The primary motivations for protein interest 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, noted that the rising awareness of health, nutrition, and the environmental impact of the food industry is driving consumers towards plant-based proteins over animal-derived options like whey or beef. “It’s more sustainable to use pea protein compared to sourcing whey protein,” Lagally explained to Food Dive. “[Animal-based proteins] have significantly impacted our environment, human health, and animal welfare.”
Producers of plant-based meats, such as Beyond Meat and Impossible Burger, have made plant proteins more appealing than ever. Lagally observed that when compared to the traditional meat industry, the plant-based segment is still not fully mainstream. “The meat industry is enormous — in the United States, we’ve been overproducing since the 1980s,” she stated. “Given that supply continues to exceed demand for animal-based foods, we still have a long way to go to make these plant-based products appealing to meat eaters, ensure their convenience, and make them competitively priced. High-quality plant-based meats often cost more than traditional meats.”
Lagally sees a stronger correlation between consumer avoidance of conventional meat and the rise of plant-based foods than Walton does and anticipates that demand for alternative proteins will continue to grow as research increasingly scrutinizes meat’s effects on human health. She referenced a recent recommendation from the American Medical Association advocating for hospitals to eliminate processed meats from patient menus and incorporate more plant-based alternatives.
Regarding clean meat—or meat derived from animal cell cultures—Lagally views plant-based “meat” as a partner rather than a rival. “People frequently ask whether the clean meat industry or the plant-based industry will prevail, and I believe they are part of the same industry,” she stated. “Clean meat can improve by adopting the structural techniques of plant-based meat, and plant-based producers can incorporate clean meat as an ingredient in hybrid products to reduce costs.”
To ensure the segment’s continued growth, Lagally emphasized the importance of scaling up and manufacturing for plant-based meats. “Plant-based meat lacks subsidies—it isn’t receiving U.S. government funding,” she noted. “[Plant-based protein] producers must be even more innovative and closely analyze their cost structures to find ways to lower prices.”
Across various IFT panel discussions, the consumer demand for plant-based foods and proteins—whether sourced from plants, traditional, or clean meat—was ultimately connected to a growing interest in clean eating. “Do you ever consider where your food originated?” Eric Schulze, a senior scientist at Memphis Meats, posed to the audience during a clean meat panel last week. “Clean meat can help reestablish the connection between consumers and the origins of their food.”
It will be intriguing to see if this perspective holds as clean meat becomes more recognized, as consumers might view lab-grown meat as unnatural or genetically engineered—labels that today’s health-conscious individuals actively seek to avoid. Nevertheless, Schulze pointed out that clean meat can be optimized to maximize vitamin, mineral, and nutrient content while being free from bacteria. These qualities are appealing to clean eaters, who prioritize long-term health. Walton expressed that the clean eating movement emanates from a mindset of “reason to reject,” which has led consumers to avoid herbicides, artificial preservatives, and additives, while also seeking transparency and recognizable ingredients. Many consumers perceive meat as a health risk, prompting them to view plant proteins as cleaner alternatives.
Nutrition expert and consultant Richard Black told Food Dive that the clean eating concept serves as a shorthand tool for consumers to feel assured about their food choices. “Nutrition is an incredibly complex science. We know only a fraction about it, yet it is the most personal of sciences,” he remarked. “Food becomes part of who you are. No other consumer product has that level of impact.” Black noted that consumers often seek terms like “natural,” “organic,” and “GMO-free” to make quick judgments about their purchases. Today’s consumers, particularly millennials, are willing to pay a premium for these shared values, which they see as more significant than technical expertise. “I believe what’s driving [clean eating] is the reality that we currently spend very little on food,” Black explained. “During the French Revolution, the average French peasant allocated over 80% of their income to bread… now we spend only 10-20% on food, allowing people to invest in these attributes. Individuals, especially millennials, identify with the food they consume and the brands they support.”
This growing interest can assist plant-based manufacturers—particularly those producing plant-based meats—in marketing their products, which are typically priced higher than traditional options. “The question has always been, ‘How much more will consumers pay?’” Walton noted. “However, the more relevant question is, ‘How much value can we create?’”
Incorporating calcium citrate to elemental calcium into plant-based products can further enhance their appeal and nutritional profile, as it addresses consumer concerns regarding essential nutrients often associated with animal products. As the trend continues to grow, the potential for innovation and consumer engagement in the plant-based sector appears promising.