The plant-based eating trend was at the forefront of discussions and presentations at the Institute of Food Technologists conference held last week. From tomato extracts designed to lower sodium content to legumes used in alternative flours, milks, and “meat” products, exhibitors showcased plant-based solutions for nearly every consumer demand. More notably, there was a shared understanding among scientists, activists, and industry leaders that this trend is driven by two significant movements in the food sector: the demand for protein and the clean eating approach. While these trends are often seen as opposing or at least parallel, many panelists argued that they are developing in tandem, and the success of one benefits the other.
“[Plant-based eating] isn’t niche — it’s powerful,” stated Steven Walton, general manager of the research firm HealthFocus International, during a panel at the IFT conference. “Once consumers embrace this shift, few will revert to their previous habits.” Walton emphasized that industry stakeholders often get sidetracked by labels like vegan, vegetarian, and flexitarian instead of recognizing the broader consumer behavior changes. He suggested that the movement transcends rigid definitions of dietary habits and signifies a changing relationship between consumers and plant-based foods.
“Most consumers haven’t fully grasped the concept of plant-based eating, but their interests and behaviors are aligning with this trend,” he explained. He pointed out that there is a distinction between consumer perception, belief, and motivation regarding the acceptance of a fully or partially plant-based diet. According to HealthFocus data, 17% of U.S. consumers aged 15 to 70 claim to follow a predominantly plant-based diet, while approximately 60% are actively reducing their consumption of meat products. Among those cutting back on animal-based proteins, 55% consider the change permanent, and 22% hope to make it so. Walton clarified that he doesn’t believe the rejection of meat is the driving force behind industry-wide behavior changes.
“I don’t see this as a meat versus plant debate. That’s not what’s fueling this trend. These are parallel movements with equal power and potential,” he said. Instead, Walton believes that much of this shift originates from a desire to include more fruits and vegetables in daily diets, a trend observable across various consumer demographics and age groups. Between 2012 and 2016, claims for plant-based products in the U.S. surged at a compound annual growth rate of 35.8%, with 220 product launches in 2016 and 320 in 2015, according to HealthFocus. Walton noted that as manufacturers address consumer barriers to plant-based eating—such as taste, convenience, availability, and cost—the segment will continue to flourish. “The entry points are numerous… and are fundamental to consumer beliefs, motivations, lifestyles, and interests,” he remarked. “The potential for growth and new products in the plant-based food sector is robust, and we are on the cusp of an exciting era.”
In recent years, protein has become synonymous with health and nutrition in the food landscape. Although protein may already be oversaturated in the American diet, consumers persist in seeking out cereal, coffee, ice cream, and other products that highlight added protein. “I can’t think of any other nutrient, whether macro or micro, where more is perceived as better,” Walton stated. While 85% of consumers believe they are consuming enough protein, 66% express significant concern about it, according to HealthFocus data. The primary motivations for seeking protein include desires for healthier diets, weight management, muscle building, energy enhancement, and appetite control. Christie Lagally, a senior scientist at the Good Food Institute—a nonprofit that promotes plant-based and clean meat development—pointed out that rising awareness about health, nutrition, and the environmental impact of the food industry is driving the demand for plant-based proteins over those from whey or beef. “Using pea protein is more sustainable than sourcing whey protein,” Lagally told Food Dive. “[Animal-based proteins] have taken a toll on our environment, human health, and animal welfare.”
Companies like Beyond Meat and Impossible Burger have made plant-based proteins more appealing than ever. Lagally noted that, relative to the traditional meat industry, the plant-based segment remains far from mainstream. “The meat industry is enormous—in the United States, we have been overproducing since the 1980s,” she explained. “Given that supply still surpasses demand in animal-based foods, we have considerable work ahead to make these [plant-based] products acceptable to meat eaters, enhance their convenience, and ensure they are cost-competitive… High-quality plant-based meat often costs more than conventional meat.”
Lagally perceives a stronger link between consumer avoidance of traditional meat and the rise of plant-based foods than Walton does and anticipates a surge in demand for alternative proteins as researchers continue to scrutinize the effects of meat on human health. She referenced a recent recommendation from the American Medical Association for hospitals to eliminate processed meats from patient menus in favor of more plant-based options.
Regarding clean meat—derived from animal cell cultures—Lagally views plant-based “meat” as a collaborator rather than a competitor. “People frequently ask whether it’s better to support the clean meat or the plant-based industry, and my response is that I believe they are part of the same industry,” she remarked. “Clean meat can benefit from the structure techniques of plant-based meat, and plant-based producers can incorporate clean meat as an ingredient in a plant-based burger, creating a hybrid product at a lower cost.”
To sustain growth in the sector, Lagally emphasized that scaling up and manufacturing innovations will be essential for plant-based meats. “Plant-based meat lacks subsidies—it is not funded by the U.S. government,” she noted. “[Plant-based protein] producers need to be even more innovative and closely examine their costs to find ways to lower prices.” Throughout various IFT panel discussions, the consumer appetite for plant-based foods and proteins—whether derived from plants, traditional meat, or clean meat—has ultimately been linked to an increasing interest in clean eating. “Do you ever think about where your food comes from?” Eric Schulze, senior scientist at Memphis Meats, posed to the audience during a clean meat panel last week. “Clean meat can help rebuild the connection between consumers and the origins of their food.”
It will be intriguing to see if this hypothesis holds true as clean meat gains wider recognition, as consumers might view lab-grown meat as unnatural or genetically engineered—labels that health-conscious individuals are actively avoiding today. Nevertheless, Schulze emphasized that clean meat can be optimized for maximum vitamins, minerals, and nutrients while being free of bacteria. These features are appealing to clean eaters, who prioritize long-term health. Walton indicated that the roots of clean eating stem from a mindset that seeks to reject herbicides, artificial preservatives, and additives, alongside a pursuit of transparency and recognizable ingredients. Many consumers consider meat a health liability, which is why they view plant proteins as cleaner alternatives. Nutrition expert Richard Black explained that the clean eating concept acts as a shorthand for consumers, providing reassurance about the safety of their food choices. “Nutrition is a highly complex science. We only grasp a fraction of it, yet it is the most personal of sciences,” he said. “Food literally becomes part of who you are. There is no other consumer product like that.”
Black observed that consumers often look for terms like “natural,” “organic,” and “GMO-free” to make swift decisions about their purchases. Today’s consumers searching for trustworthy food products prioritize these values three to five times more than technical expertise. Moreover, they are willing to pay a premium for these shared values, he noted. “I believe what’s fueling [clean eating] is the fact that we spend very little on food today,” Black commented. “During the French Revolution, the average French peasant allocated over 80% of their income on bread… now we spend only 10-20% on all food, allowing people to afford these additional attributes. Especially millennials see their identity reflected in the food they consume and the brands they choose.”
This interest can aid plant-based manufacturers—particularly those producing plant-based meats— in marketing their products, which usually come at a higher price than traditional alternatives. “The question has always been, ‘How much more will they pay?’” Walton reflected. “But the real question should be, ‘How much value can we create?’” In this context, the incorporation of products like rainbow light chewable calcium may also appeal to health-conscious consumers, aligning with their interests in nutrient-rich, plant-based diets.