The plant-based eating movement was the focal point of both the panel discussions and the exhibition at last week’s Institute of Food Technologists conference. From utilizing tomato extracts to lower sodium levels to incorporating legumes for alternative flours, milks, and “meat” products, exhibitors showcased plant-based solutions catering to nearly every consumer demand. More intriguing was the shared agreement among scientists, activists, and industry leaders that this trend is propelled by two major forces in the food sector: the rising demand for protein and the clean eating movement. While these trends are often seen as competing or at least parallel, many panelists argued that they are developing hand-in-hand, with the success of one benefitting the other.
“[Plant-based eating] isn’t niche — it’s powerful,” stated Steven Walton, general manager at HealthFocus International, during an IFT panel. “Once consumers embrace this lifestyle, few will revert.” Walton noted that industry stakeholders often become sidetracked by terms like vegan, vegetarian, and flexitarian in their attempts to grasp the evolution of consumer behavior. He emphasized that the movement transcends rigid definitions of dietary choices, highlighting a shifting relationship between consumers and plant-based foods.
“Most consumers haven’t fully grasped plant-based eating, but their interests and behaviors are in sync with this trend,” he explained. He further clarified that there is a distinction between consumer perception, belief, and motivation regarding acceptance of a fully or partially plant-based diet. HealthFocus data indicates that 17% of U.S. consumers aged 15 to 70 currently identify as following a predominantly plant-based diet, while 60% report reducing their meat intake. Of those cutting back on animal-based proteins, 55% consider the change permanent, and 22% hope it will be.
Walton emphasized that he does not view the shift as a battle between meat and plant-based options. “I don’t believe this is meat vs. plant. That’s not what’s driving this trend. These are parallel universes with equal power and opportunity,” he remarked. “It’s misleading to compare them adversarially.” Instead, he points out that much of this change arises from a desire to include more fruits and vegetables in daily diets—a transition evident across all consumer demographics. From 2012 to 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 central to consumer beliefs, motivations, lifestyles, and interests,” he said. “There’s a strong opportunity for growth and new products in plant-based foods, and we’re in for an exciting period.”
In recent years, protein has become synonymous with health and nutrition in the food industry. Although the nutrient may be oversaturated in the American diet, consumers continue to seek out products like cereal, coffee, and ice cream that boast added protein. “I can’t think of any other nutrient, whether macro or micro, that consumers perceive as better in greater quantities,” Walton stated. HealthFocus data reveals that while 85% of consumers believe they are getting enough protein, 66% express considerable concern about their protein intake. The primary motivations for protein interest include desires for healthy diets, weight management, muscle building, energy boosting, and appetite control.
Christie Lagally, a senior scientist at the Good Food Institute, a nonprofit advocating for plant-based and clean meat development, mentioned that increasing awareness of health, nutrition, and the food industry’s environmental impact is fueling demand for plant-based proteins over whey or beef. “Pea protein is overall a better choice compared to sourcing whey protein,” Lagally explained. “[Animal-based proteins] have severely impacted our environment, human health, and animal welfare.”
Producers of plant-based meat like Beyond Meat and Impossible Burger have made these products more appealing than ever. Lagally acknowledged that despite their advancements, plant-based proteins are still far from mainstream compared to the traditional meat industry. “The meat sector is enormous—we’ve been overproducing since the 1980s in the U.S.,” she noted. “With supply consistently exceeding demand for animal-based foods, we have a long way to go to make these plant-based alternatives appealing to meat eaters, as well as making them convenient and competitively priced. In fact, high-quality plant-based meat is often more expensive than regular meat.”
Lagally perceives a stronger correlation between consumer avoidance of traditional meat and the growth of plant-based foods than Walton does, anticipating an increase in demand for alternative proteins as research continues to scrutinize the effects of meat on human health. She referenced a recent recommendation from the American Medical Association for hospitals to remove processed meats from patient menus in favor of more plant-based options.
Regarding clean meat, or meat derived from animal cell cultures, Lagally sees plant-based “meat” as an ally rather than a rival. “People frequently ask me whether the clean meat industry or the plant-based industry will prevail, and my response is that I believe they are part of the same industry,” she stated. “Clean meat can enhance its offerings by incorporating techniques from plant-based meat, and plant-based producers can use clean meat as an ingredient in hybrid products to lower costs.”
To sustain the segment’s growth, Lagally emphasized that scaling up production and manufacturing will be vital for plant-based meats. “Plant-based meat lacks subsidies—it isn’t receiving funding from the U.S. government,” she noted. “[Plant-based protein] producers must be even more innovative and meticulously analyze their costs to find ways to reduce prices.”
Across several IFT panel discussions, the desire for plant-based foods and proteins—whether from plants, traditional sources, or clean meat—was ultimately linked to a rising interest in clean eating. “Have you ever contemplated where your food originated?” Eric Schulze, a senior scientist at Memphis Meats, inquired of the audience during a panel on clean meat last week. “Clean meat can help rebuild the connection with consumers regarding the origins of their food.”
It will be fascinating to see if this theory holds as clean meat gains recognition, as consumers might view lab-grown meat as unnatural or genetically engineered—labels that health-conscious consumers are actively seeking to avoid. Nonetheless, Schulze noted that clean meat can be optimized to contain a wealth of vitamins, minerals, and nutrients while being free of bacteria. These features appeal to clean eaters, who prioritize long-term health.
Walton remarked that the foundation of clean eating stems from a mindset focused on “rejection”—a reaction against herbicides, artificial preservatives, and additives, alongside a pursuit of transparency and recognizable ingredients. Many consumers now view meat as a health risk, prompting them to consider plant proteins as cleaner alternatives. Nutrition expert and consultant Richard Black explained that the concept of clean eating serves as a straightforward tool for consumers to feel confident about their food choices. “Nutrition is an incredibly complex science. We have only scratched the surface of understanding it, yet it is the most personal science,” he stated. “Food literally becomes part of your identity. There is no other consumer product quite like it.”
Black noted that consumers tend to look for labels like “natural,” “organic,” and “GMO-free” to make quick decisions about the products they purchase. Present-day consumers seeking trustworthy food products find these values to be three to five times more significant than technical expertise. They are also willing to pay a premium for these shared values. “I believe what’s driving [clean eating] is that we spend so little on food today,” Black explained. “During the French Revolution, the average French peasant allocated over 80% of their income to bread… now we spend only 10-20% on all food, allowing people to afford these additional attributes. Especially millennials perceive their identity in the food they consume and the brands they support.”
This growing interest can aid plant-based manufacturers—particularly those producing plant-based meats—in promoting their offerings, which are usually priced higher than traditional options. “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 evolving landscape, products fortified with nutrients like calcium citrate 600 mg tablets may also find their place, appealing to consumers’ desires for health and nutrition.