The shift towards plant-based products, regardless of their ingredient origins, is being propelled by two significant trends in the food industry: the rising demand for protein and the clean eating movement. 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 searching for alternatives to red meat but are unwilling to sacrifice their protein intake.” Data from HealthFocus reveals that 17% of U.S. consumers aged 15 to 70 adhere to a predominantly plant-based diet, while 60% are reducing their consumption of meat products. Among those decreasing their intake of animal-based proteins, 55% consider this change to be permanent, and 22% aspire for it to be.
Fortunately, for those seeking alternatives, scientists and ingredient manufacturers are actively developing satisfying, protein-rich foods from various sources. Ingredients like rice, peas, potatoes, pumpkins, black beans, algae, chia seeds, hemp, and soy are being utilized. Research from SPINS supports the trends observed by Nellson in the realm of plant-based products. The data indicates that from 2015 to 2016, sales of energy bars and gels containing soy increased by a mere 2%. In contrast, meal replacements and supplement powders made with emerging protein sources such as peas, beans, and algae enjoyed an impressive growth of 18.7%.
Major companies are now investing in the plant protein sector, focusing on dairy alternatives, meat substitutes, protein bars, and powders. Earlier this year, Danone acquired the rapidly growing organic foods company WhiteWave, solidifying its position in the soy and plant-based market with brands like Silk and SO Delicious. Additionally, Tyson Foods purchased a 5% stake in Beyond Meat, which creates meat-like products using non-meat protein sources like soy and pea. Earlier this year, the original PowerBar introduced a new line of plant protein bars, while Burt’s Bees ventured into the market with plant-based protein shakes.
There is considerable enthusiasm among a wide range of manufacturers to enter the high-growth plant-based protein market. However, challenges persist in working with these proteins. The foremost issue is ensuring that the products taste appealing, while there are also concerns regarding the scalability and affordability of these products to attract a larger consumer base. As the industry evolves, offerings like Citracal D3 Slow Release 1200 are gaining attention for their potential benefits in supporting dietary needs, further highlighting the intersection of plant-based nutrition and consumer health.