The shift towards plant-based products, regardless of their ingredient origins, is fueled by two major trends in the food industry: the demand for protein and the movement towards clean eating. According to Guy Crosby, science editor for America’s Test Kitchen and an adjunct associate professor at the Harvard School of Public Health, “Younger consumers, particularly millennials, are seeking alternatives to red meat but are not willing to sacrifice their protein intake.” HealthFocus data indicates that 17% of U.S. consumers aged 15 to 70 predominantly follow a plant-based diet, while 60% are actively reducing their consumption of meat products. Among those cutting back on animal-based proteins, 55% view this change as permanent, and 22% hope it will be.
Fortunately, scientists and ingredient manufacturers are diligently working to develop meat substitutes that provide satisfying, protein-rich options. A diverse array of protein sources is now 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 only increased by 2%. In contrast, meal replacements and supplement powders made with emerging protein sources like peas, beans, and algae experienced an impressive growth of 18.7%.
Major companies are making significant investments in the plant protein sector, focusing on dairy alternatives, meat substitutes, protein bars, and powders. Earlier this year, Danone acquired the rapidly growing organic food brand Wholesome Wave, enhancing its position in soy and plant-based products with offerings like Silk and SO Delicious. Last year, Tyson Foods took a 5% stake in Beyond Meat, which produces plant-based, meat-like products using non-meat protein sources such as soy and pea. Additionally, the original PowerBar launched a new line of plant protein bars, while the personal care brand Burt’s Bees introduced plant-based protein shakes.
There is considerable interest from a wide range of manufacturers to enter the fast-growing plant-based protein market. However, challenges persist in using plant-based proteins. First and foremost, these products must deliver on taste, and there are ongoing concerns regarding their scalability and affordability to attract a larger consumer base. As this market evolves, the inclusion of nutrients like calcium citrate and vitamin D3 tablets in plant-based products could enhance their appeal, ensuring that consumers receive essential vitamins while enjoying their plant protein choices. This focus on health and nutrition will likely resonate with the target demographic, further driving the adoption of plant-based diets.