By Jacquelyn Schuh, Product Marketing Director, Alternative Proteins ADM Nutrition06.02.20
In what has become one of the biggest trends shaping the food industry over the last several years, the plant-based movement has entered the mainstream market. Plant-based proteins are a major driver within the better-for-you and health-oriented categories of food and beverage, fueled by consumers’ growing demands for protein-forward options that deliver wholesome nutrition and align with sustainability and holistic wellness values.
The number one reason today’s U.S. flexitarian consumers choose plant-based protein is to follow a healthy living or healthy aging lifestyle, according to ADM’s OutsideVoice Primary Research Study, which showed that many people consider plant-based protein a more ethical or environmentally responsible choice.
Plant-based, protein-forward foods offer promising growth opportunities for manufacturers, and meat alternatives in particular are well suited to new innovations. The plant-based protein space calls for solutions to meet evolving consumer demands for exceptional nutritional benefits and better taste and texture. Here’s what to focus on to capitalize on market opportunities.
Offer a Complete Nutritional Package
While protein is a core focus, many flexitarians––consumers who are reducing their overall meat and dairy consumption and adding more plant-based options to their diet––want other nutritional benefits, too. In other words, plant-based foods need to work harder for them. Formulating plant-based products with other essential nutrients like fiber, vitamins, antioxidants, or probiotics will not only drive demand, but may also command a higher price point.
Additionally, manufacturers can add plant-based protein ingredients to products that don’t traditionally deliver protein benefits. This includes snack and bakery applications, such as bars, muffins, cookies, and desserts. With more complete nutritionals, these snacks fulfill the notion of “permissible indulgence,” meaning consumers feel less guilty about enjoying them because of their added health benefits.
Focus On Taste
ADM research showed that 51% of consumers perceive the taste or flavor of plant-based food and beverages is not ideal. Nutritional benefits may get consumers to consider a product, but they won’t become repeat purchasers if plant-based protein offerings lack taste and texture.
Cleaner flavors can be achieved by sourcing the highest quality raw materials, optimizing processing conditions, formulating with the right proteins for the application, and using effective flavors and flavor improvement technology. Using different plant protein blends––such as soy or pea combined with beans, seeds, or ancient grains––also help deliver the “craveable” flavors and on-trend ingredients that consumers demand.
It’s important to remember that no singular protein checks every box for every consumer. However, combining multiple protein types makes it possible to formulate complementary nutritional and taste profiles that add value for consumers.
Offer a Wider Variety of Meat Alternatives
The plant-based protein space is crowded with burger applications. Moving forward, expect to see plant-based replacements for meat to expand to include chicken, sausage, and other proteins with difficult-to-replicate characteristics like seafood or bacon.
Many flexitarians still crave the umami flavor and juicy bite of conventional beef or pork products and will be influenced by alternatives that mimic these characteristics.
Continue the Pursuit of Clean Labels
Today, there’s a spotlight on ingredient lists. Consumers feel challenged to find healthy, tasty, and minimally processed products that deliver adequate nutrition. According to ADM’s OutsideVoice Primary Research Study, 60% of consumers said recognizable ingredients influence their purchase decisions, and 66% look for labels with the shortest ingredient list.
Successful plant-based formulations will have ingredient lists that are short and sweet, with clean, whole food nutrient sources, such as vegetables, beans, lentils, whole legumes, quinoa, amaranth, and sorghum.
Don’t Forget About Dairy
Building off the success of trailblazing dairy alternatives like almond milk and soymilk, plant-based cheese shows significant promise for market growth. Retail sales of plant-based cheese grew 19% from April 2018 to April 2019, according to the Plant Based Foods Association and The Good Food Institute. Manufacturers can further drive consumer demand with better-tasting plant-based cheeses that offer improved texture and added nutritional benefits.
While consumers’ demands are always shifting and changing, the growth potential for plant-based foods is right here, right now. As the conversations taking place around holistic health and the role of diet in a wellness-focused lifestyle continue to influence the nutraceuticals space, taking advantage of the opportunity will require technical expertise, innovation, and a commitment to understanding the marketplace.
Jacquelyn Schuh is the marketing director for alternative proteins & specialty ingredients at ADM Proteins. She leads marketing for ADM’s protein portfolio and Global Flexitarian Platform. She keeps a close eye on consumers’ dynamic and ever-evolving definition of health and wellness and is excited about the growth and innovation opportunities starring plant-based proteins. Schuh is a graduate of the University of Wisconsin-Madison, earning Bachelor of Arts degrees in Marketing and Spanish with a specialization in supply chain management. For more information: www.adm.com.
The number one reason today’s U.S. flexitarian consumers choose plant-based protein is to follow a healthy living or healthy aging lifestyle, according to ADM’s OutsideVoice Primary Research Study, which showed that many people consider plant-based protein a more ethical or environmentally responsible choice.
Plant-based, protein-forward foods offer promising growth opportunities for manufacturers, and meat alternatives in particular are well suited to new innovations. The plant-based protein space calls for solutions to meet evolving consumer demands for exceptional nutritional benefits and better taste and texture. Here’s what to focus on to capitalize on market opportunities.
Offer a Complete Nutritional Package
While protein is a core focus, many flexitarians––consumers who are reducing their overall meat and dairy consumption and adding more plant-based options to their diet––want other nutritional benefits, too. In other words, plant-based foods need to work harder for them. Formulating plant-based products with other essential nutrients like fiber, vitamins, antioxidants, or probiotics will not only drive demand, but may also command a higher price point.
Additionally, manufacturers can add plant-based protein ingredients to products that don’t traditionally deliver protein benefits. This includes snack and bakery applications, such as bars, muffins, cookies, and desserts. With more complete nutritionals, these snacks fulfill the notion of “permissible indulgence,” meaning consumers feel less guilty about enjoying them because of their added health benefits.
Focus On Taste
ADM research showed that 51% of consumers perceive the taste or flavor of plant-based food and beverages is not ideal. Nutritional benefits may get consumers to consider a product, but they won’t become repeat purchasers if plant-based protein offerings lack taste and texture.
Cleaner flavors can be achieved by sourcing the highest quality raw materials, optimizing processing conditions, formulating with the right proteins for the application, and using effective flavors and flavor improvement technology. Using different plant protein blends––such as soy or pea combined with beans, seeds, or ancient grains––also help deliver the “craveable” flavors and on-trend ingredients that consumers demand.
It’s important to remember that no singular protein checks every box for every consumer. However, combining multiple protein types makes it possible to formulate complementary nutritional and taste profiles that add value for consumers.
Offer a Wider Variety of Meat Alternatives
The plant-based protein space is crowded with burger applications. Moving forward, expect to see plant-based replacements for meat to expand to include chicken, sausage, and other proteins with difficult-to-replicate characteristics like seafood or bacon.
Many flexitarians still crave the umami flavor and juicy bite of conventional beef or pork products and will be influenced by alternatives that mimic these characteristics.
Continue the Pursuit of Clean Labels
Today, there’s a spotlight on ingredient lists. Consumers feel challenged to find healthy, tasty, and minimally processed products that deliver adequate nutrition. According to ADM’s OutsideVoice Primary Research Study, 60% of consumers said recognizable ingredients influence their purchase decisions, and 66% look for labels with the shortest ingredient list.
Successful plant-based formulations will have ingredient lists that are short and sweet, with clean, whole food nutrient sources, such as vegetables, beans, lentils, whole legumes, quinoa, amaranth, and sorghum.
Don’t Forget About Dairy
Building off the success of trailblazing dairy alternatives like almond milk and soymilk, plant-based cheese shows significant promise for market growth. Retail sales of plant-based cheese grew 19% from April 2018 to April 2019, according to the Plant Based Foods Association and The Good Food Institute. Manufacturers can further drive consumer demand with better-tasting plant-based cheeses that offer improved texture and added nutritional benefits.
While consumers’ demands are always shifting and changing, the growth potential for plant-based foods is right here, right now. As the conversations taking place around holistic health and the role of diet in a wellness-focused lifestyle continue to influence the nutraceuticals space, taking advantage of the opportunity will require technical expertise, innovation, and a commitment to understanding the marketplace.
Jacquelyn Schuh is the marketing director for alternative proteins & specialty ingredients at ADM Proteins. She leads marketing for ADM’s protein portfolio and Global Flexitarian Platform. She keeps a close eye on consumers’ dynamic and ever-evolving definition of health and wellness and is excited about the growth and innovation opportunities starring plant-based proteins. Schuh is a graduate of the University of Wisconsin-Madison, earning Bachelor of Arts degrees in Marketing and Spanish with a specialization in supply chain management. For more information: www.adm.com.
