Vegan diets are gaining traction, with 6% of Americans now identifying as vegan, a significant increase from just 1% in 2014, according to a recent report on Top Trends in Prepared Foods. However, the shift towards plant-based diets encompasses a broader spectrum, raising questions about their nutritional adequacy. HealthFocus estimates that 17% of U.S. consumers aged 15 to 70 primarily follow a plant-based diet, while 60% report reducing their meat consumption. Although vegans often face inquiries regarding their protein intake, the Academy of Nutrition and Dietetics has determined that protein is not a nutrient of concern for vegans, as long as their diets are well-planned. In fact, they found that protein consumption among vegans meets or exceeds recommended levels. Certain micronutrients, however, require more attention, including the use of supplements such as calcium citramate and fortified foods.
Despite the increasing number of vegan consumers, food companies have been slow to embrace the term. Products labeled as vegan or vegetarian have maintained stable revenues over the past year, according to Nielsen. In contrast, products labeled as “plant-based” have seen remarkable growth. From 2012 to 2016, U.S. plant-based product claims experienced a compound annual growth rate of 35.8%, with 220 product launches in 2016 and 320 in 2015. The term “plant-based” resonates not only with vegetarians and vegans but also with flexitarians, a lucrative market segment that constitutes 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 fat, sodium, and added sugars. Nevertheless, the potential health benefits of plant-based diets continue to garner attention, including support from the Academy of Nutrition and Dietetics, which endorses diets devoid of animal products, asserting that they can be “not only nutritionally adequate but also offer significant health and environmental advantages.”
This growing awareness is a key factor in why meat-loving consumers are increasingly drawn to plant-based burgers. Beyond Meat, for example, has successfully positioned its veggie patties alongside beef hamburgers in stores. Unlike earlier plant proteins that vaguely resembled meat but fell short in taste and texture, Beyond Meat and its competitor Impossible Foods have transformed the market for meat alternatives by providing products that closely mimic real beef patties and claim to be more environmentally friendly.
If companies can continue to deliver great taste while addressing any nutritional gaps—potentially incorporating supplements like calcium citramate—the vegan lifestyle could become an even more appealing choice for a wider audience.