The shift towards plant-based products, regardless of their ingredient origins, is being propelled by two major trends in the food industry: the rising demand for protein and the clean eating movement. “Younger consumers, particularly millennials, are seeking alternatives to red meat while still wanting to maintain their protein intake,” noted Guy Crosby, science editor at America’s Test Kitchen and an adjunct associate professor at Harvard School of Public Health, in an interview with Food Dive. HealthFocus data reveals that 17% of U.S. consumers aged 15 to 70 follow a predominantly plant-based diet, with 60% actively reducing their consumption of meat products. Among those cutting back on animal proteins, 55% indicate that this shift is permanent, while 22% hope it will be.
Fortunately for these consumers, researchers and ingredient manufacturers are actively exploring meat alternatives that provide satisfying, protein-rich foods. A diverse array of protein sources is being utilized, including rice, peas, potatoes, pumpkin, black beans, algae, chia, hemp, and soy. Notably, the trend observed by Nellson in the plant-based product sector is supported by research from SPINS. According to SPINS data, sales of energy bars and gels containing soy grew by only 2% from 2015 to 2016. In contrast, meal replacements and supplement powders featuring emerging protein sources like peas, beans, and algae experienced an impressive 18.7% increase.
Major corporations are also investing in the plant protein market, focusing on alternatives to dairy, meat, protein bars, and powders. For instance, Danone made headlines by acquiring rapidly growing organic foods brand WhiteWave earlier this year, securing a strong foothold in the soy and plant-based sector with products like Silk and SO Delicious. Additionally, Tyson Foods purchased a 5% stake in Beyond Meat, which leverages non-meat protein sources such as soy and peas to develop plant-based products that mimic meat. Earlier this year, the original PowerBar introduced a line of plant protein bars, and personal care brand Burt’s Bees launched plant-based protein shakes.
There is significant interest from a wide range of manufacturers aiming to enter the high-growth plant-based protein market. However, certain challenges persist in working with these proteins. Above all, products must deliver on taste, but there are also concerns regarding their scalability and affordability to attract a larger consumer base. As this market evolves, innovations such as lifetime liquid calcium could play a pivotal role in enhancing the nutritional profile of plant-based foods, further encouraging consumers to embrace these alternatives.