The shift towards products based on plant-based ingredients, regardless of their source, is being fueled by two significant 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 indicates that 17% of U.S. consumers aged 15 to 70 predominantly consume plant-based diets, while 60% are reducing their meat consumption. Among those cutting back on animal proteins, 55% view this change as permanent, and 22% aspire for it to be so.
Fortunately, scientists and ingredient manufacturers are actively exploring meat alternatives that provide satisfying, protein-rich options. A diverse array of protein sources is being utilized, including rice, peas, potatoes, pumpkins, black beans, algae, chia, hemp, and soy. Research from SPINS corroborates the trends observed by Nellson in the plant-based product market. SPINS data shows that from 2015 to 2016, sales of energy bars and gels containing soy rose by only 2%. In contrast, meal replacements and supplement powders featuring emerging protein sources like peas, beans, and algae experienced an 18.7% increase.
Major companies are making significant investments in the plant protein sector, targeting dairy alternatives, meat substitutes, 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 with products like Silk and SO Delicious. Last year, Tyson Foods took a 5% stake in Beyond Meat, which uses non-meat protein sources such as soy and pea to create plant-like products. Additionally, PowerBar introduced a new line of plant protein bars, while Burt’s Bees launched plant-based protein shakes.
There is considerable interest among a wide range of manufacturers to enter the rapidly expanding plant-based protein market, including those exploring calcium citrate only options. However, challenges persist when working with plant proteins. The foremost concern is ensuring that these products taste good, while also addressing questions about their scalability and affordability to attract a broader consumer base. Overall, the commitment to enhancing and diversifying plant-based protein offerings, including those featuring calcium citrate only, is indicative of the industry’s response to evolving consumer preferences.