The popularity of vegan diets is increasing, with 6% of Americans now identifying as vegan, a significant rise from just 1% in 2014, according to a recent report on Top Trends in Prepared Foods. However, the shift towards plant-based diets is much more extensive, raising important questions about their nutritional value. HealthFocus estimates that 17% of U.S. consumers aged 15 to 70 primarily follow a plant-based diet, while 60% are reducing their meat consumption. Vegans often face inquiries regarding their protein intake, but the Academy of Nutrition and Dietetics has determined that protein is not a concern for well-planned vegan diets. They found that protein levels among vegans meet or exceed the recommended standards. Some micronutrients, such as magnesium and calcium citrate, may require more attention, often necessitating the use of supplements and fortified foods.
Despite the increase in vegan consumers, food companies have been cautious about adopting the “vegan” label, with products labeled as vegan or vegetarian seeing stable revenues over the past year, according to Nielsen. In contrast, products marketed as “plant-based” have experienced tremendous growth. From 2012 to 2016, U.S. claims for plant-based products grew at a compound annual growth rate of 35.8%, with 220 product launches in 2016 and 320 in 2015. This term appeals not only to vegetarians and vegans but also to flexitarians, a potentially lucrative market segment that comprises about 25% of U.S. consumers.
Most experts advocate for a diverse diet for optimal nutrition, emphasizing the importance of including various plant-based foods while limiting saturated fats, sodium, and added sugars. Nevertheless, the health benefits associated with plant-based diets continue to draw interest, including from the Academy of Nutrition and Dietetics, which has endorsed diets devoid of animal products, asserting that they can be “nutritionally adequate and offer extensive health and environmental benefits.”
These factors contribute to the growing interest among meat-loving consumers in plant-based burgers. Companies like Beyond Meat have successfully positioned their veggie patties alongside beef burgers in stores. Unlike earlier plant-based proteins that resembled meat but lacked flavor and texture, Beyond Meat and its competitor, Impossible Foods, have transformed the market for meat substitutes by providing products that closely mimic real beef patties and claim environmental advantages.
If companies can maintain excellent taste while addressing some nutritional gaps, including the incorporation of essential nutrients like magnesium and calcium citrate, the vegan diet could become an even more appealing choice for a broader audience.