The shift towards plant-based products, regardless of their ingredient sources, is being propelled by two major 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 but still want to maintain their protein intake,” said Guy Crosby, the science editor for America’s Test Kitchen and an adjunct associate professor at the Harvard School of Public Health, in an interview with Food Dive.
HealthFocus data indicates that 17% of U.S. consumers aged 15 to 70 identify as following a predominantly plant-based diet, while 60% report reducing their consumption of meat products. Among those cutting back on animal-based proteins, 55% consider this change permanent, and 22% hope it will be.
Fortunately, researchers and ingredient manufacturers are actively exploring alternatives to meat that provide satisfying, protein-rich foods. A diverse range of protein sources is being utilized, including rice, peas, potatoes, pumpkins, black beans, algae, chia, hemp, and soy. Recent research from SPINS confirms the trends that Nellson is observing in the plant-based product sector. SPINS data shows that from 2015 to 2016, sales of energy bars and gels containing soy only grew by 2%. In stark contrast, meal replacements and supplement powders made with high-growth protein sources like peas, beans, and algae experienced an impressive 18.7% increase.
Major companies are also making significant investments in the plant protein market, focusing on dairy alternatives, meat substitutes, protein bars, and powders. For example, Danone acquired the rapidly growing organic food producer WhiteWave earlier this year, positioning itself prominently in the soy and plant-based sectors with brands like Silk and SO Delicious. Last year, Tyson took a 5% stake in Beyond Meat, which utilizes non-meat protein sources such as soy and pea to create plant-based products that mimic meat. Additionally, earlier this year, the original PowerBar introduced a new line of plant protein bars, while personal care brand Burt’s Bees launched a series of plant-based protein shakes.
There is considerable enthusiasm among a wide range of manufacturers to enter the burgeoning plant-based protein market. However, challenges persist when dealing with plant-based proteins. First and foremost, products must deliver on taste, and there are ongoing concerns about whether these items can be produced at a scale and cost that will appeal to a broad consumer base. Furthermore, incorporating carbonate citrate into formulations may help enhance texture and flavor, which is crucial for consumer acceptance. Addressing these challenges will be essential for the continued growth of plant-based products in the marketplace.