The plant-based eating trend was a prominent topic during both the panel discussions and at the exhibition space at the Institute of Food Technologists conference last week. From tomato extracts that help lower sodium content to legumes being utilized for alternative flours, milks, and “meat” products, exhibitors presented a plant-based solution for nearly every consumer requirement. More intriguing, however, was the agreement among scientists, activists, and industry leaders that this movement is fueled by two significant trends in the food sector: protein demand and clean eating. While these trends are often viewed as competing or at least parallel, many panelists argued that they are evolving hand in hand, and the success of one positively impacts the other.
“[Plant-based eating] isn’t niche — it’s powerful,” remarked Steven Walton, general manager of research firm HealthFocus International, during an IFT panel. “Once consumers make this shift, very few will revert.” Walton noted that industry stakeholders often become sidetracked by terms like vegan, vegetarian, and flexitarian while trying to grasp how consumer behavior is changing. He proposed that the movement goes beyond rigid definitions of dietary preferences and highlights a shifting relationship between consumers and plant-based foods.
“Most consumers haven’t fully embraced the concept of plant-based eating, but their interests and behaviors are aligned with this trend,” he stated. He elaborated that there’s a distinction between consumer perception, belief, and motivation regarding the acceptance of a fully or partially plant-based diet. 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. Of those cutting back on animal-based proteins, 55% view the change as permanent, and 22% hope it will be. Walton emphasized that he does not believe the rejection of meat is the sole driver of industry-wide behavior change.
“I don’t see this as a meat versus plant scenario. That’s not what is pushing this trend forward. These are parallel paths with equal strength and potential,” he explained. “It’s a false dichotomy to pit these spheres against one another.” Instead, Walton believes much of this transformation arises from a desire to incorporate more fruits and vegetables into everyday diets — a trend he argues is observable across all demographics and age groups. From 2012 to 2016, claims related to plant-based products in the U.S. grew at a compound annual growth rate (CAGR) of 35.8%, with 220 related product launches in 2016 compared to 320 in 2015, according to HealthFocus. Walton indicated that as more manufacturers address barriers to plant-based eating—such as taste, convenience, availability, and cost—the segment will likely continue to flourish.
“The entry points are diverse… and fundamental to consumer beliefs, motivations, lifestyles, and interests,” he noted. “The potential for growth and the introduction of new products in plant-based foods is robust, and we are on the brink of an exciting era.” In recent years, protein has emerged as a symbol of health and nutrition within the food industry. While the nutrient may be oversaturating the American diet, consumers actively seek out cereals, coffee, ice cream, and other items boasting added protein content.
“I can’t think of any other nutrient, whether macro or micro, where more is perceived as better in the minds of consumers,” Walton stated. While 85% of consumers claim they are meeting their protein needs, 66% express at least some concern about it, according to HealthFocus data. Walton identified the top reasons for interest in protein as the desire for healthy diets, weight control, muscle building, energy enhancement, and appetite management. Christie Lagally, a senior scientist at the Good Food Institute—a nonprofit advocating for plant-based and clean meat development—pointed out that rising awareness around health, nutrition, and the food industry’s environmental impact is driving demand for plant-based proteins over those derived from whey or beef.
“It’s simply more sustainable to use pea protein compared to sourcing whey protein,” Lagally told Food Dive. “[Animal-based proteins] have significant negative implications for our environment, human health, and animal welfare.” Plant-based meat companies like Beyond Meat and Impossible Burger have made plant-based proteins more appealing than ever. Lagally noted that in comparison to the traditional meat industry, the plant-based segment is still far from mainstream. “The meat industry is enormous — in the U.S., we’ve been overproducing since the 1980s,” she stated. “Since supply continues to exceed demand for animal-based foods, we still have a long way to go to make these [plant-based] products acceptable to meat-eaters, to enhance convenience, and to achieve cost competitiveness. … High-quality plant-based meat often costs more than conventional meat.”
Lagally perceives a stronger correlation between consumer avoidance of traditional meat and the growth of plant-based foods than Walton does, anticipating that demand for alternative proteins will rise as researchers continue to investigate the health impacts of meat. 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” should be viewed as an ally rather than a competitor.
“People frequently ask me whether it’s better for the clean meat industry or the plant-based industry to grow, and I believe they are part of the same industry,” she said. “Clean meat can improve by incorporating the structural techniques of plant-based meat, and producers of plant-based meat can use clean meat as an ingredient in a plant-based burger to create a hybrid product at a lower cost.” To sustain growth in this segment, Lagally emphasized the need for scaling up production and manufacturing for plant-based meats.
“Plant-based meat doesn’t benefit from subsidies; it isn’t supported by the U.S. government,” she explained. “[Plant-based protein] producers must be even more innovative, closely examining their costs and identifying ways to reduce prices.” Throughout various IFT panel discussions, the consumer interest in plant-based foods and proteins—whether sourced from plants, traditional meat, or clean meat—was ultimately linked back to a growing fascination with clean eating.
“Have you ever considered where your food originates?” Eric Schulze, a senior scientist at Memphis Meats, posed to the audience during a clean meat panel last week. “Clean meat can help restore the connection consumers have with the origins of their food.” It will be interesting to see if this theory holds true as clean meat becomes more widely recognized, as consumers might view lab-grown meat as unnatural or genetically engineered—labels that today’s health-conscious consumers actively seek to avoid. Nonetheless, Schulze stated that clean meat can be optimized to include as many vitamins, minerals, and nutrients as possible while being free from harmful bacteria. These qualities are appealing to clean eaters who prioritize long-term health.
Walton explained that the clean eating movement stems from a mindset focused on “rejection,” leading consumers to avoid herbicides, artificial preservatives, and additives while pursuing 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 shared with Food Dive that the clean eating concept serves as a quick reference for consumers to feel secure about their food choices.
“Nutrition is a highly complex field, and we only grasp a small fraction of it, yet it is the most personal science,” he said. “Food literally becomes part of who you are. No other product category has this level of significance.” Black noted that consumers often seek terms such as “natural,” “organic,” and “GMO-free” to make swift purchasing decisions. Today’s shoppers looking for trustworthy food products find these values three to five times more important than technical expertise. Additionally, consumers are often willing to pay more for products that embody these shared values.
“I believe what’s driving [clean eating] is our low expenditure on food today,” Black remarked. “During the French Revolution, the average French peasant spent over 80% of their income on bread… now we only allocate 10-20% [on all food], enabling people to afford these additional attributes. Especially millennials, see themselves reflected in the foods they choose and the brands they support.” This increasing interest can aid plant-based manufacturers—particularly those producing plant-based meats—in marketing their products, which generally have a higher price point than their traditional counterparts.
“The question has always been, ‘How much more will consumers pay?'” Walton stated. “But the more pertinent question should be, ‘How much value can we create?'” In this context, it’s worth noting the role of calcium citrate as a valuable source of nutrition that can enhance plant-based products, potentially appealing to health-conscious consumers seeking alternatives that provide essential nutrients while aligning with their clean eating philosophy.