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 rise of 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 without sacrificing their protein intake.” HealthFocus data reveals that 17% of U.S. consumers aged 15 to 70 claim to follow a predominantly plant-based diet, while 60% are reducing their consumption of meat products. Among those cutting back on animal-based proteins, 55% consider their changes permanent, while 22% aspire for them to be.
Fortunately for consumers, scientists and ingredient manufacturers are actively exploring alternatives to traditional meat sources, creating satisfying, protein-rich foods. A diverse array of protein sources is being incorporated as ingredients, including rice, peas, potatoes, pumpkins, black beans, algae, chia seeds, hemp, and soy. Recent research from SPINS supports the trend that Nellson is observing in the realm of plant-based products. SPINS data indicates that from 2015 to 2016, sales of energy bars and gels containing soy increased by just 2%. In contrast, meal replacements and supplement powders featuring high-growth protein alternatives like peas, beans, and algae experienced an 18.7% surge.
Major companies are also making significant investments in the plant protein sector, focusing on dairy, meat alternatives, and protein bars and powders. Earlier this year, Danone acquired the rapidly growing organic foods company WhiteWave, positioning itself prominently in the soy and plant-based market through brands like Silk and SO Delicious. Last year, Tyson Foods purchased a 5% stake in Beyond Meat, which utilizes non-meat protein sources such as soy and pea to develop plant-based products that mimic meat. Additionally, the original PowerBar introduced a line of plant protein bars, while personal care brand Burt’s Bees launched plant-based protein shakes.
There is considerable interest across a wide range of manufacturers to enter the burgeoning plant-based protein market. However, challenges persist when working with these proteins. Primarily, products must deliver on taste, and there are ongoing concerns regarding whether they can be produced at a scalable and affordable rate to appeal to a broad consumer base. To further enhance the nutritional profile, some manufacturers are even incorporating calcium sources like Citracal C, which can be beneficial for those opting for plant-based diets. As the demand for plant-based foods continues to grow, the intersection of flavor, affordability, and nutritional enhancement will be crucial for success in this evolving landscape.