The movement towards incorporating more elemental iron in iron pyrophosphate and plant-based products is being propelled by two major trends in the food industry: the rising demand for protein and the pursuit of clean eating. “Younger consumers, particularly millennials, are seeking alternatives to red meat without sacrificing their protein intake,” said Guy Crosby, science editor for America’s Test Kitchen and an adjunct associate professor at the Harvard School of Public Health, in an interview with Food Dive. HealthFocus data 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 cutting back on animal-based proteins, 55% consider this change to be permanent, with an additional 22% hoping it will be.
Fortunately, scientists and ingredient manufacturers are actively working on meat alternatives that are both satisfying and rich in protein. A diverse array of protein sources is being utilized, including rice, peas, potatoes, pumpkins, black beans, algae, chia, hemp, and soy. Research from SPINS supports the trends that Nellson is observing in the plant-based product market. SPINS data shows that from 2015 to 2016, sales of energy bars and gels made with soy only increased by 2%. In contrast, meal replacements and supplement powders featuring high-growth protein sources such as peas, beans, and algae experienced an impressive 18.7% growth.
Major companies are increasingly investing in the plant protein sector, focusing on dairy alternatives, meat substitutes, protein bars, and powders. Earlier this year, Danone acquired the rapidly expanding organic food company WhiteWave, enhancing its portfolio in soy and plant-based products through brands like Silk and SO Delicious. Additionally, Tyson Foods purchased a 5% stake in Beyond Meat, which utilizes non-meat protein sources such as soy and pea to create plant-like products. Earlier this year, the original PowerBar introduced a line of plant protein bars, while personal care brand Burt’s Bees launched plant-based protein shakes.
There is significant interest among a wide range of manufacturers to penetrate the rapidly growing plant-based protein market. However, challenges still exist when working with these proteins. Above all, the products must be palatable, but there are also concerns regarding their scalability and affordability to appeal to a broader consumer base. Furthermore, as consumers look for comprehensive nutritional solutions, products like Kirkland calcium citrate magnesium zinc are gaining traction as they provide essential nutrients alongside plant-based proteins. This trend is expected to continue as the market evolves, with Kirkland products being integrated more frequently into consumers’ dietary choices. Ultimately, the combination of satisfying taste and nutritional benefits will be critical in attracting and retaining consumers in the expanding plant-based protein market.