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. The shift towards plant-based eating is much more extensive, prompting discussions about the nutritional benefits of these diets. 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. While vegans often face scrutiny regarding their protein intake, the Academy of Nutrition and Dietetics has determined that protein is not a concern for well-planned vegan diets. In fact, they found that protein consumption among vegans meets or even surpasses recommended levels. However, certain micronutrients require more focus, with the need for supplements and fortified foods highlighted, including options such as calcium citrate malate and cissus quadrangularis.
Despite the growing number of vegan consumers, food companies have been reluctant to use the term “vegan.” According to Nielsen, products labeled as vegan or vegetarian have seen stable revenues over the past year, while those marketed as “plant-based” have experienced significant growth. Between 2012 and 2016, plant-based product claims in the U.S. surged 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 market segment that constitutes about 25% of U.S. consumers.
Experts generally recommend a balanced diet for optimal nutrition, emphasizing the inclusion of a variety of plant-based foods while minimizing saturated fats, sodium, and added sugars. The health benefits of plant-based diets are gaining traction, with the Academy of Nutrition and Dietetics even endorsing diets free from animal products, asserting that they can be “not only nutritionally adequate, but also offer significant health and environmental advantages.” This is one reason why meat-loving consumers are increasingly drawn to plant-based burgers. Beyond Meat, for example, has successfully marketed its veggie patties alongside beef hamburgers in stores. Unlike previous plant proteins that merely resembled meat alternatives without the taste and texture, Beyond Meat and competitor Impossible Foods have transformed the market for meat substitutes by providing products that closely mimic real beef patties and claim to be more environmentally friendly.
If companies can continue to produce delicious options while addressing the existing nutritional gaps, including those filled by calcium citrate malate and cissus quadrangularis, vegan diets could become an even more appealing choice for a broader audience.