Alternative proteins are pegged as the fastest-growing industry category, according to a roundtable of experts. FoodIngredientsFirst examines the contributing factors to the segment’s sharp rise in popularity, how meat and fish alternatives are barreling toward the mainstream, while taste remains king.

“Plant-based innovation is one of the most interesting, disruptive and largest areas of growth in food,” says Sylvain Jouet, global product manager of savory at Givaudan.

The purchasing decisions of consumers globally are focused on healthier food choices, often driven by ethics related to animal welfare and sustainability, Jouet says. But, the eating experience is still the “key driver” and ultimately is a main factor to ensure a product will be repurchased.

Emerging protein sources
According to Monica Gotomo Kapoor, principal scientist at Edlong, emerging alternative proteins include insects, algae and single cells other than mycoproteins. 

Each of these is expected to witness significant growth, especially insects, because of their high nutritional value, the increasing demand for novel food products and their environmentally sustainable production. 

“As the market is currently at an early stage, it is difficult to predict among the emerging sources which ones will become mainstream,” Kapoor says.

“This move to alternative, plant-based proteins is not turning us all into vegetarians, but the shift towards flexitarianism is here to stay,” highlights Olivier Chevalier, senior product manager of functional proteins at Beneo.

Globally, consumers are looking to include more plant-based food in their diet and one of the main reasons for doing so is because it is regarded as healthier and more sustainable, Chevalier explains.

The plant-based diet trend is popular worldwide, underlines Margarida Eustáquio, business developer at Allmicroalgae. 

“There is an increase in dedicated areas for this type of product on supermarkets’ shelf space. The velocity of this transition to plant-based will depend on many factors such as the accessibility and affordability or even each country’s own culture.” Eustáquio says.

Plant-based but flavorful
ADM’s OutsideVoice research recently showed that 56 percent of consumers globally are trying to increase their intake of plant-based foods and beverages. 

“As demand increases and meat alternatives enter mainstream markets worldwide, our focus is on perfecting sensory attributes and expanding variety in key market segments like meat and dairy alternatives,” says George Perujo, director product management, specialty ingredients EMEAI at ADM.

Perujo affirms that taste and texture are equally important to consumers, yet some plant-based formulations have missed the mark on these aspects. “Our research shows that 51 percent of flexitarians say the primary barrier to consuming plant-based foods is inferior taste.”

“However, growing acceptance in the meat alternative category signifies that consumers are open to innovation in other plant-based formats and categories. Our research finds that consumers are most interested in trying new alternative turkey and seafood formats. We also anticipate growth in whole muscle meat alternatives and plant-based sausage,” he adds.

“Taste is the key driver for consumers when trying alternative proteins and venturing into new segments. It can make or break a product. If it doesn’t taste good, the consumer is unlikely to purchase it again,” notes Bruce Hein, senior manager, global market intelligence at CP Kelco.

Hein explains that taste and texture are the most important attributes for consumers – especially when comparing a dairy or meat analog to its traditional product reference point. 

“However, consumers expect a higher standard from their alternative protein products. When they think of plant-based, they envision a product with an ingredient label that rivals the garden bed of an organic farm,” he underscores.

Taste, visuals and mouthfeel. All three elements need to align for the initial consumer buy-in, says Edlong’s R&D applications manager for Europe, Anne Marie Butler. “Ultimately what drives repurchase is taste. A product, no matter if it’s plant-based or otherwise, must taste great otherwise, why would you eat it?”

Plant proteins may bring in the preparation some specific taste characteristics, as typical “green” notes, sometimes difficult to match with customers’ expectations, says Silvia Soragni, global savory product manager at Lallemand Bio ingredients.

“However, the fast development of meat-mimicking options with closer-to meat characteristics could also attract ‘taste-driven, meat lovers’ consumers to selec animal-free meals.” 

“Nowadays, there is a wide array of plant-based options, including meatless meats, fish and dairy-free products, like beverages, yogurts and cheese. The growing availability and options on offer have also been a key driver for this market’s growth,” Soragni explains.

The pandemic’s impact
COVID-19 is giving consumers across the globe new reasons to cut back on foods of animal origin, according to Beneo’s Chevalier.

“Firstly, like other zoonotic diseases, coronavirus is thought to have ‘jumped’ from animals to humans, which may raise concern about the safety of livestock production systems. Secondly, COVID-19 has brought health to the fore, which could also prompt consumers to avoid foods of animal origin that are negatively linked to health, like processed meats.”

“Recent new product developments around plant-based snacks and indulgent offerings such as ice cream, are helping to change this mindset. Innovations in meat alternatives, such as those focusing on mimicking the taste and texture of real meat (i.e., beef, chicken, etc.), which are rising in popularity, are also helping,” Chevalier details.

Looking ahead, he predicts this trend as developing further, yet still within new and emerging areas such as plant-based seafood and vegan bakery solutions, which present fresh opportunities for manufacturers.

While meat substitutes are certainly the fastest-growing sub-category for savory plant-based protein applications, Givaudan is expecting to see a sharp rise in fish alternatives as well. “Increased investment in plant-based fish and seafood start-ups is accelerating the pace of new product developments. These trends are also being reflected in digital and social channels, wher seafood alternatives are gaining in popularity among foodies,” notes Jouet. 

This demand is being fueled by many of the same concerns that can be seen in the meat analog sub-category – notably, the environmental impact. However, mercury and microplastic contamination concerns are also a driver when it comes to fish alternatives, he says.

According to an Almond Board of California spokesperson, when it comes to food and drink, consumers continue to place emphasis on their health, sustainability and ethics.

This is even more pronounced in the face of unprecedented global events and the rate of climate change. It is also helping drive a broader consumer lifestyle trend towards cleaner living through the consumption of alternative proteins, including plant-based foods and beverages, the spokesperson flags.

Moreover, the increased popularity of plant-based eating and clean label claims has spurred interest in almonds as a source of plant protein. 

Almonds are a versatile whole food ingredient that food professionals can use when developing plant-forward products. With each 30 g serving, almonds contain 6 g of plant protein and can be paired with complementary ingredients with contrasting amino acid profiles to create a complete protein. 

In the same space, Allmicroalgae’s Eustáquio notes that the nutrient content, as well as the cell constitution of microalgae, contributes to many health benefits. 

Chlorella Vulgaris is well known per its antioxidant properties, detoxifying effect and immune-boosting support. Microalgae is one of the most sustainable sources of nutrients when compared to animal protein production, she affirms.