The shift towards plant-based products, irrespective of their ingredient origins, is being propelled by two significant 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 but are unwilling to compromise on their protein intake,” stated 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. According to HealthFocus data, 17% of U.S. consumers aged 15 to 70 claim to follow a predominantly plant-based diet, while 60% indicate they are reducing their consumption of meat-based products. Among those cutting back on animal-derived proteins, 55% consider this change permanent, while 22% hope it will be.
Fortunately, researchers and ingredient manufacturers are actively working on creating meat alternatives that are both satisfying and rich in protein. A diverse range 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 sector. SPINS data shows that from 2015 to 2016, sales of energy bars and gels containing soy saw only a 2% increase. In contrast, meal replacements and supplement powders featuring high-growth protein sources like peas, beans, and algae experienced an 18.7% surge.
Major companies are making significant investments in the plant protein market, focusing on dairy alternatives, meat substitutes, and protein bars and powders. Earlier this year, Danone acquired rapidly growing organic food company WhiteWave, securing a leading position in soy and plant-based products through brands like Silk and SO Delicious. Last year, Tyson Foods purchased a 5% stake in Beyond Meat, which utilizes non-meat protein sources such as soy and peas to create plant-like products. Additionally, the original PowerBar introduced a line of plant protein bars, while Burt’s Bees launched plant-based protein shakes.
There is considerable interest among a wide array of manufacturers to explore the expanding plant-based protein market. However, challenges persist when it comes to utilizing plant-based proteins. First and foremost, the products must be palatable, and there are ongoing concerns about whether they can be produced at a scale and price point that will appeal to a broader consumer base. Moreover, some consumers are curious about whether certain ingredients, like calcium citrate, might cause diarrhea, which could affect their willingness to try new plant-based options. This concern echoes throughout the discourse on plant-based diets, as taste and digestibility remain critical factors for success in this growing market.