Some experts say that continued growth in consumer interest in health and sustainability will drive a boom in plant-based food and beverages.

SPINS reports that the plant-based market is growing at a rate of 29% per year, which SPINS says is almost double the 15% growth rate of the overall food and beverage market.

Similarly, plant-based protein products are growing twice as fast as animal protein products in most sectors. Experts expect this trend to continue as more people look for healthier, more natural products.

Plant-based products are no longer a niche. This has prompted large CPG companies to reimagine and innovate new product lines. Consumers are turning to plant-based products for a variety of reasons, but the two we hear most often are that plant-based products are perceived to be better for their health and the planet.

A June 2020 survey by the International Food Information Council (IFIC) reported that nearly 70 percent of consumers believe plant-sourced proteins are the healthiest; 24 percent say they are eating more plant-based dairy products; and Cargill notes that more than 40 percent believe that plant-based products will be healthier than non-plant-based products. Additionally, sustainability is an important factor for consumers choosing plant-based.

In addition to health and sustainability, the outbreak itself has boosted interest in plant-based products. According to the IFIC Food and Health Survey, 85 percent of Americans have changed their diets as a result of the outbreak, with 28 percent eating more protein from plant-based sources, 24 percent eating more plant-based dairy products, and 17 percent eating more plant-based meat substitutes.

Trendy proteins

Soy remains the dominant plant protein in the marketplace because it is inexpensive, powerful and one of the few plant proteins that is nutritionally complete based on its Protein Digestibility Corrected Amino Acid Score (PDCAAS), according to Cargill’s Senior Technical Services Specialist for Plant Proteins. However, due to its labeling-friendly status as well as its nutritional and functional attributes, pea protein has become a notable competitor.

Nutritionally speaking, pea protein is very high in protein.PURIS pea protein contains at least 80% protein, allowing it to have a higher level of protein than many other plant options. Although not a complete protein, pea protein also has a PDCAAS value of 0.78, which is much higher than most plant proteins. Functionally, pea protein has good texture, emulsifying and water-binding properties, and is highly soluble – all key attributes for beverage applications.

Not only that, but the current market offers ripe opportunities for new plant protein options, including barley protein options.

Package labeling

As plant-based diets become more mainstream, consumers are becoming more discerning about the types of proteins they seek, which makes labeling on packaging even more important.

Traditionally, we have seen plant-based products simply state “plant-based protein” on the front of the package. However, consumers are becoming more interested in their protein choices, and they now want to know the type and source of protein in the products they buy. That’s why we’re starting to see specific protein sources on packages. Experts expect this shift to continue as consumers have better taste experiences with different types of protein.

Particularly in the sports nutrition category, many brands are using plant-based protein ingredients and promoting them with slogans like “plant-powered protein”. Protein fortification/enhancement is a key factor in the purchase decision.

The Challenge

Experts also noted that despite the popularity of plant-based proteins, consumers still have high expectations for product flavor.

While early consumers of the plant-based movement may have been more forgiving of plant-based product flavors, today’s consumer base has grown significantly, along with their expectations for good taste and texture, and the ability to shift to a plant-based diet. Fortunately, plant-based proteins have also come a long way, and there are many solutions to the formulation challenges that typically arise.

For example, Cargill notes that the lack of milk fat in plant-based proteins can lead to texture and mouthfeel challenges. As a solution, formulators often turn to texturizers to add the texture consumers expect. Other challenges include lack of sweetness, solubility and protein delivery. As a result, formulators often use natural flavors, emulsifiers and supplemental protein sources to achieve their desired finished product. But sometimes the nature of the beverage itself can cause problems. For example, coffee beverages and fruit smoothies often have low pH levels, which can pose a challenge for formulation.

For beverages that face color, texture and taste challenges, complementary flavor configurations can be used, such as chocolate, coffee and mocha. While the flavor and formulation of beverages are critical, the economic and scalable aspects of beverages are equally important in terms of supply chain and processing technologies. Crop diversity and attention to overall best practices in agronomy and agricultural inputs are critical from both a varietal and regional perspective.