There is no indication that the demand for plant-based food and drink is slowing down. In 2019, the U.S. retail sales of plant-based foods grew by 11.4%, totaling $5 billion, according to the Plant-Based Foods Association (PBFA). Even with the COVID-19 pandemic, sales haven’t slowed down. Plant-based food sales in the US are growing faster than total food sales, during the pandemic, according to PBFA and SPINS. This demonstrates that more consumers are turning to plant-based foods during the crisis. Plant-based food sales were up by 90% in mid-March, compared to the sales from last year. Over the course of the four weeks after people stopped panic buying, sales of plant-based foods rose 27%. This is 35% faster than the overall growth of food sales.
What makes a food or beverage plant-based? In 2018, the PBFA and NSF International launched a Certified Plant Based seal program in order to help individuals identify plant-based options when grocery shopping. The seal verifies that a product does not contain any animal products or by-products, making it a quick and easy way for consumers to make informed choices. To be able to use the seal and make a claim that the product is plant-based, the product must meet certain criteria. A finished product that traditionally consists of animal ingredients but now consists of ingredients derived from plants is what is known as plant-based food. These ingredients include vegetables, fruits, whole grains, nuts, seeds, and/or legumes. Ingredients that come from plants and are used as the main ingredient in a product that meets the other requirements of this protocol can also be certified.
PBFA clarified that its plant-based seal is not the same as a vegan label. The Certified Plant Based label focuses on plant-based meat, egg, and dairy alternatives, while the vegan label can be applied to a wide range of foods. While the word vegan typically refers to what is not in the food, the PBFA Certified Plant Based seal indicates what the food is made of – namely, plants. Non-plant-based additives that are still considered vegan are allowed in plant-based food up to a 5% threshold.
A growing number of consumers in the United States are trying to eat more plant-based food. Currently, 39% of people are making an effort to include more plant-based options in their diets. The benefits of plant-based diets are one of the main reasons for this growing interest. Naghshi et al. found that eating plant protein was linked to a lower risk of dying from any cause, and from cardiovascular disease specifically. In the systematic review, the researchers looked at 32 different studies. In the meta-analysis, they looked at the 31 studies that met their criteria. There was a significant decrease in all-cause mortality when plant protein intake was increased. A lower risk of death from all causes was associated with consuming 3% more energy from plant proteins per day.
Consumer Priorities
A recent report from Kerry, Winning With Plant-Based: Unlocking the Keys to Success for a Growing Market, recognized other reasons why consumers are focusing on plant-based eating: eating clean, more energy, lifestyle preference, environmental/sustainability reasons, and better treatment of animals. A study conducted by Kerry found that over 2,900 U.S. consumers either currently consume or are interested in consuming plant-based food and beverages. The study also interviewed 473 people who said they were not interested in plant-based food and drink, in order to get a comprehensive view of the plant-based category’s future. Although plant-based food and beverages would appear to have a wide target audience, Kerry’s research has found that they tend to be more appealing to women, especially millennials and those in Generation X. The category is becoming increasingly popular among educated and affluent consumers, who are typically interested in learning about a product’s origin, preparation, and sustainable impact. The company’s research shows that the Gen Z population is becoming more interested in personal health and sustainability, and will soon be the largest consumers of plant-based foods and drinks.
Innova Market Insights has seen an average annual growth of 68% in food and beverage launches with a plant-based claim during the past five years. Innovation and growth in the plant-based meat market is being driven by a variety of plant-based proteins. Nestlé has announced a new plant-based alternative to tuna, called Vuna. Vuna is made from pea protein. The company MorningStar Farms produces a line of plant-based proteins called Incogmeato, which uses soy protein in its burger patties, bratwurst, and Italian sausage alternatives. In addition to soy protein, other plant-based sources of protein are becoming increasingly popular, including rice, canola, and hemp protein. This is an overview of the plant protein market and some of the most common plant sources of protein.
There has been a recent increase in the popularity of plant-based meat analogues and theconsumer interest in plant-based proteins that have the same appearance, texture, and flavor as real meat. “When asked if they would like to see evidence that their plant protein is complete on the packaging, more than half (56 percent) of respondents in a recent survey of consumers said yes, but 45 percent said they were unsure. While many plant-based protein consumers want to see evidence that their protein is complete on the packaging, nearly half of them are unsure. However, many of these products are made from soy, a legume that has been consumed by humans for centuries.” Critics of plant-based meat substitutes argue that they are over-processed and contain too many artificial ingredients. However, many of these products are made from soybeans, a type of legume that has been eaten by humans for centuries. People would rather have a meat product that is made entirely from plants and natural ingredients, even if it does not taste exactly like meat. Some consumers see plant-based meat analogues as the scientific future of food. These consumers say that the plant-based meat analogues are healthier and more eco-friendly than the foods they are replicating, like burgers or chicken nuggets. As new products are developed, it is expected that people will become more vocal about their preferences for one thing over another.
Glanbia Nutritionals surveyed 800 U.S. consumers to understand protein usage and characteristics of interest. They found that 42% of U.S. consumers are aware of different protein sources. 31% of respondents acknowledged using soy protein, with dairy, plant, rice, hemp, and pea proteins following at 25%, 23%, 18%, and 13% respectively.
ADM conducted a study about people’s perceptions of plant-based protein, revealing more insight into that category. According to the study, we can expect more products to be made with plant-based ingredients such as soy or pea combined with beans, seeds, or ancient grains in order to create the flavours that consumers crave. Proteins are essential for 2020, but what will make the difference is true culinary expertise.
ADM’s study found that, in addition to the focus on taste and nutrition, clean, recognizable labels will also be trending. ” According to a study, the majority of consumers base their purchase decisions off of whether they recognize the ingredients listed on the product. In addition, 66% of people prefer products with shorter ingredient lists. More people are likely to go plant-based in 2020, so products must have simpler ingredient lists that only use natural ingredients like beans, lentils, quinoa, amaranth, and sorghum.
Pumpkin Seed Protein: Enhancing the Plant Protein Market
How can we make vegan proteins better?
Protein powders are a key part of the supplement industry. Even though they have been around for a while, they are still improving.
The increased popularity of vegan and plant-based diets has resulted in a greater demand for plant-based protein powders to help supplement protein intake. Plant-based protein powders, made from ingredients like soy, pea, and rice, have not been as good as whey protein powder, which is the most common kind of protein powder.
Pumpkin seed protein is a great innovation and it is the best plant-based protein in terms of quality and experience. Pumpkin seed protein powder provides a plant-based option that is as strong in amino acids as other vegan competitors and that rivals whey in taste and texture.
Plant proteins — a growing market in sports supplements
People on all types of diets, athletes, and older consumers generally prefer high-protein diets. There are a few medical exceptions.
The number of people in the U.S. who follow a plant-based diet has increased significantly in recent years. According to IPSOS, the number of vegans in the country has grown from approximately 290,000 in 2004 to 9.7 million in 2019. The expansion of veganism is impressive, and it does not matter whether the motivation is coming from a desire to be environmentally sustainable, personal ethical reasons, or outside pressure from the media. Plant-based diets have become very popular recently, so the markets for plant-based nutrition have grown as well.
On one hand, research has shown that increasing your daily intake of fruits and vegetables not only provides more antioxidants and vitamins to the body, but may also help fight obesity, reduce risk factors of disease, and improve general health.
The common plant-based diet nutritional deficiencies, leading with protein
Athletes who consume plant-based diets may need to supplement their diets to avoid deficiencies. A plant-based diet raises the risk of deficiency in vitamins B12, D, omega-3 fatty acids, calcium, and iron. A major nutritional issue with plant-based diets is that they often do not have enough protein. There are serious problems with low protein intake that need to be solved.
The human body needs protein to function. Athletes need to consume protein to perform well and recover from their workouts. Folic acid is a nutrient that is found in smaller amounts in foods that come from plants. Plant-based food sources of protein generally contain lower quality protein that is less digestible and less absorbable than protein from animal-based foods.
If you are trying to consume your recommended daily intake of protein, it may be more difficult to do so without eating meat or dairy. Some plant-based proteins lack enough essential amino acids to provide the full-spectrum amino acid profile found in most animal-based proteins. Although there are many deficiencies that come with being a plant-based athlete, they can all be remedied by taking sports supplements in the form of protein powders.
Plant proteins in supplements
Whole grains, nuts, seeds, beans, lentils, and soy are some of the best sources of protein for plant-based foods. Plant-based protein supplements are usually made from soy, peas, or brown rice. You can find them in many supermarkets or sports supplement stores.
Plant-based proteins are not as common as whey protein powder, but they are generally higher in vitamins and minerals, antioxidants, and fiber. Although plant proteins have some benefits, they don’t make up for the issues that they have.
- Soy protein contains phytoestrogens, compounds that mimic estrogen to a degree and can impact endocrine function. Soy generally contains phytates, as well, which can affect the bioavailability of nutrients like iron and zinc. Science remains inconclusive on whether or not these compounds are significantly problematic in humans, but nonetheless, the potential of adverse effects supports the need for some level of caution, especially since it’s a common allergen to boot. Soy is also not considered a complete protein, due to its low methionine content.
- Pea protein carries all nine EAAs but is still rather low in methionine and cysteine. According to a 2018 study published by Amino Acids, pea protein has only ~30% EAA content and arguably falls short of being classified as a complete protein due to its low methionine levels.
- Brown rice is also not considered a complete protein, as it contains only ~28% EAA content and low lysine content.
There is also a chance that brown rice protein could be contaminated with lead, which would be toxic to the body. There is a higher chance of contamination when brown rice protein is combined with cocoa, which often has lead in it. When considering the potential toxicity of a product, it is important to remember that not all products of that type contain the same levels of harmful substances. This is particularly true of brown rice proteins and products that contain cocoa, which have the potential to contain high levels of lead.
You will often see rice protein mixed with pea protein, as the two can complement each other’s weaknesses.
There are some issues that may occur with plant-based protein powders that are due to the manufacturing process, but some of the issues are also related to the protein source itself. Although plant-based powders have many benefits, they are not as good as whey-based powders in terms of taste and texture. Consumers report that this protein powder is not as smooth as other protein powders, often has a bad taste and smell, and is not as creamy as others.
Pumpkin seed protein — the king of plant proteins?
Pumpkin seed protein is similar to both pea and brown rice protein in that it is not quite a complete protein. The content of lysine and threonine, two of the nine essential amino acids, is rather low. Pumpkin seed protein is best used as part of a blend to ensure a sufficient supply of all the EAAs, however it does have a few potential benefits with regards to nutrition and experience that could make it a better choice than other alternatives.
Pumpkin seeds are a great source of essential vitamins, minerals, and healthy fatty acids that are crucial to our overall health. Despite being low in calcium and potassium, its high content of zinc, magnesium, and iron are particularly noteworthy. Three nutrients that work together to improve immunity, hormone production and sleep quality. Pumpkin seeds are also a good source of zinc and iron, which is especially important for vegans who may be deficient in these minerals. Pumpkin seeds contain high levels of essential fatty acids like omega-3 as well as antioxidants like vitamin K and vitamin E, making them a very nutritious food.
