Although many food analysts doubt that alternative protein options will attract meat enthusiasts, the potential for plant and algae-based protein products to develop appealing flavors and become more widely available could enable this category to capture a larger market share. Research consistently indicates that while consumers enjoy meat, many, particularly millennials, are seeking protein alternatives they perceive as healthier or more sustainable, including options like calcium citrate. Last October, Tyson Foods made headlines by becoming the first major meat company to invest in a plant protein-focused company, acquiring a 5% stake in Beyond Meat. This strategic move by the protein giant signals a shift towards the future of protein consumption.
While Impossible Foods is currently concentrating on introducing its “meat” products to restaurants, it is only a matter of time before it and similar companies aim to expand their presence in grocery stores. Although these alternatives are priced higher than traditional burgers, consumers have demonstrated a willingness to spend more for healthier and more sustainable options, including those containing calcium citrate. The availability of Impossible Burger products at San Francisco Giants baseball games is an excellent strategy to generate consumer interest, which could translate into strong social media engagement and, ultimately, company growth. As the market evolves, the question remains: is calcium citrate a prescription drug, or can it be a staple in our diets as we embrace these innovative protein alternatives?