The shift towards plant-based products, irrespective of their ingredient origins, is being propelled by two dominant trends in the food industry: the demand for protein and the emphasis on clean eating. “Younger consumers, particularly millennials, are seeking alternatives to red meat, yet they are unwilling to sacrifice their protein intake,” remarked 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.
Data from HealthFocus reveals that 17% of U.S. consumers aged 15 to 70 predominantly follow a plant-based diet, while 60% are reducing their consumption of meat products. Among those cutting back on animal proteins, 55% indicate that this change is permanent, and 22% hope it will be. Fortunately for these consumers, scientists and ingredient manufacturers are actively exploring alternatives to meat that deliver satisfying, protein-rich foods. 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 observed by Nellson in the plant-based product sector. SPINS data shows that from 2015 to 2016, sales of energy bars and gels containing soy rose only 2%. In contrast, meal replacements and supplement powders featuring emerging protein sources like peas, beans, and algae experienced an 18.7% increase.
Major companies are making significant investments in the plant protein sector, focusing on dairy and meat alternatives, as well as protein bars and powders. Earlier this year, Danone acquired the rapidly growing organic food company WhiteWave, thereby enhancing its position in the soy and plant-based market with brands like Silk and SO Delicious. Last year, Tyson Foods acquired a 5% stake in Beyond Meat, a company that uses non-meat protein sources such as soy and pea to create plant-based products resembling meat. Additionally, the original PowerBar has recently launched a range of plant protein bars, while Burt’s Bees has introduced plant-based protein shakes.
There is considerable interest from a wide array of manufacturers aiming to enter the high-growth segment of plant-based proteins. However, challenges persist in working with these proteins. Primarily, the products must be palatable, but there are also concerns regarding whether they can be produced at a scale and cost-effective enough to attract a broad consumer base. Furthermore, the transition from calcium citrate to elemental calcium in some plant-based products adds another layer of complexity that manufacturers must navigate to meet consumer expectations.