“Driving Forces Behind the Surge in Plant-Based Products: Protein Demand and Clean Eating Trends”
The shift towards plant-based products, regardless of the source of ingredients, 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 without sacrificing their protein intake,” stated Guy Crosby, the 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.
HealthFocus data reveals that 17% of U.S. consumers aged 15 to 70 primarily follow a plant-based diet, while 60% are actively reducing their consumption of meat products. Among those cutting back on animal protein, 55% view this change as permanent, and 22% aspire for it to be so. Fortunately for these consumers, scientists and ingredient manufacturers are diligently working to develop 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 seeds, hemp, and soy.
Research from SPINS supports the trends observed by Nellson in the plant-based product sector. SPINS data shows that between 2015 and 2016, sales of energy bars and gels containing soy increased by only 2%. In contrast, meal replacements and supplement powders featuring rapidly growing protein sources, such as peas, beans, and algae, experienced an impressive 18.7% increase. Major companies are also investing in the plant protein market, focusing on dairy alternatives, meat substitutes, protein bars, and powders. Earlier this year, Danone acquired the rapidly expanding organic food brand WhiteWave, securing a strong foothold in the soy and plant-based categories with products like Silk and SO Delicious. Additionally, Tyson Foods purchased a 5% share in Beyond Meat, which creates plant-like products using non-meat protein sources, including soy and pea. Furthermore, the original PowerBar launched a new line of plant protein bars, while Burt’s Bees introduced plant-based protein shakes.
There is significant interest from a wide range of manufacturers eager to enter the thriving plant-based protein market. However, challenges remain in working with these proteins. Primarily, products must be palatable, but there are also concerns regarding the scalability and affordability of these products to attract a broader consumer base. For instance, retailers like Costco are increasingly featuring plant-based options, including Kirkland’s calcium citrate supplements, which cater to health-conscious consumers seeking both nutrition and value. As the market evolves, it will be crucial for manufacturers to address these challenges while continuing to innovate in the plant-based space.
