Innova Market Insights first looked at “plant-based” five years ago, back in 2018. That’s when the term started to go global after originating in the US and Europe. Interestingly, the “plant based” trend wasn’t involving basic fruits and vegetables. Rather, the term referred to alternative dairy products and then expanded to encompass meat alternatives, main dishes, spreads, and numerous other subcategories.

Although plant-based has become a popular term in the dairy- and meat-free categories, it does not accurately describe all developments in this fast-moving field. There are technologies that generate “animal-free,” bioidentical ingredients such as dairy whey and dairy casein. Even so, “plant-based” continues to grow in use, with indexed average annual growth of +42% between 2017 and 2022.

Let’s take a look at consumer attitudes around plant-based claims and ingredients. We’ll also explore trends in classic and emerging plant proteins and technology-driven activity in animal-free protein ingredient development.

Consumers Want Protein

Consumers globally continue to be extremely interested in protein and this gives the nutrient an outsized reputation. In a recent Innova Market Insights survey, nearly one in six consumers said they changed to a high-protein diet in the past year. Meanwhile, an overwhelming five in six are interested in consuming protein in their food and beverage products.

Our surveys dug deeper into consumer motivations and behaviors involving protein foods. Nearly half of those participating in our 2023 Trends Survey reported following diets that involve reduction or removal of meat and/or dairy. Those responses were up from 43% in 2022. When we asked about the rationale behind cutting back on meat and dairy consumption, consumers named health and price. Interestingly, they identified protein and digestive health as important reasons for consuming meat and dairy alternatives. They also said they regard plant-based alternatives as better for the planet.

Survey respondents told us they would like plant-based products to have better flavor and texture, feature regional flavors, and stand on their own without mimicking meat or dairy. About one-quarter of US consumers surveyed said the market could use even more plant-based milk and meat alternatives.

When asked about new technologies for meat and dairy alternatives, consumers expressed similar levels of excitement or curiosity about most technologies presented in the survey. They had slightly lower levels of interest in the creation of meat in the laboratory or through 3D-printing technology. They were more welcoming of meat alternatives produced with fungi or microalgae. In the dairy arena, recognized technologies such as fermentation and pasteurization drew most interest, but many also are willing to accept processors’ use of bacteria, algae, enzymes and fungi.

Name It. Claim It.

Protein continues to be the top “hero” nutrient, including in plant-based products. High-protein claims as a percentage of launches with plant protein ingredients are up five percentage points during a five-year period. Protein claims appear on more than one-quarter of products with plant or non-animal protein ingredients. This represents an increase from one-fifth of plant protein launches in 2017-2018, and are much more prevalent on products with plant or non-animal protein ingredients than on general launches.

After protein, claims related to gluten-free, fiber, and lactose-free are prominent (and also continue to grow) on products with plant or non-animal protein ingredients.

More Ingredient Options 

Each type of plant protein contributes unique properties around taste, functionality, cost and nutrition profile. A look at product labels also shows that a high proportion of products with plant protein contain more than one protein ingredient in order to optimize sensory and performance characteristics.

Pea proteins tend to disperse quickly in water and undergo solubilization—functionality that is critical for the successful acceptance of nutritional beverages. Pea proteins also fortify oat and other low-protein beverage bases. Fava bean proteins are lighter in color and milder in flavor, which makes them ideal for dairy alternative applications. Chickpea proteins are excellent at emulsification, aid in the melting of vegan cheese, and provide creamy texture to vegan yogurts. Lentil proteins work well in savory applications from a taste perspective. Legume proteins show strong growth in meat substitution. Potato protein gains share in dairy-alternative cheeses and yogurts.

In addition to these classic proteins, Innova is monitoring other emerging plant proteins. Rapeseed (canola) is another protein that boasts the same amino acid profile and protein digestibility-corrected amino acid score (PDCAAS) as soy, hemp protein, and the fava bean protein.

Plant protein variety in the US is primed to expand with the availability of protein sources from around the world. Cereals, including ancient grains such as amaranth and sorghum, are primary dietary protein sources in Africa, Asia, Europe and Central America. Other potential protein sources include sunflower and lupine.

After Meat, Dairy, What’s Next?

Plant-based protein ingredients were used in one in 10 food and beverage launches during 2022. This surpassed animal-sourced protein for the second year in a row. Overall, the top categories for plant proteins are bakery, ready meals, cereals, meat substitutes, and dairy alternatives.

When we think about plant protein, meat substitutes and dairy alternatives are the first categories that come to mind, with high annual numbers of launches and continued growth. Within these large categories, poultry substitutes, fish and seafood substitutes, and plant-based cheeses stand out as strong growth drivers.

Innova also sees expanded use of plant protein ingredients in sports nutrition products and food and beverage launches for babies and toddlers. These categories join poultry and fish/seafood substitutes as the fastest growing. Chocolates are another growth area to watch as manufacturers transition into indulgent and confectionery products made without animal dairy ingredients. New and unique applications offer additional growth opportunities. For example, there’s blurring of the lines between snacks and meals and it’s likely to boost desire for protein in snack foods such as crackers and cookies.  

Improving Nutrition

Nutrition parity has not been a priority in products with plant-based ingredients. Popular dairy alternative milk bases such as oat, coconut, and cashew do not contain as much protein so products made with these bases fall short—unless formulators add another ingredient such as pea protein.

A review of cheese alternatives finds that they emphasize sensory innovations for mouthfeel and meltability in comparison to added nutrients such as protein and calcium. That said, “vitamin/mineral fortified” is the fastest-growing claim on dairy alternative launches. Protein and fiber claims also are growing.

A 2023 study by ProVeg Netherlands compared nutrition quality of meat substitutes to that of animal-based products.  Of the meat alternatives examined, 85% met the researcher’s protein criterion for meat substitutes and 15% met criteria for iron and vitamin B¹², two hallmark nutrients in animal meat.  

New Tech, New Frontiers

In a recent Innova survey, one-third of consumers globally expressed willingness to accept foods produced by new “farming.” These are regarded as practices that are better for the planet, reduce health risks, improve nutrient density, and result in food and products perceived as more natural. On the other hand, lower percentages of consumers actually are aware of innovative farming procedures.

In the technology space, our database shows the highest launch activity in dairy protein ingredients created by precision fermentation. In precision fermentation, proprietary strains of bacteria or yeast are programmed to produce target ingredients—which involve various types of dairy protein.

Whey, the first commercialized precision-fermented dairy protein, recently has been joined by casein and precision fermentation milk that are genetically identical to their animal counterparts. These proteins—so called as “plant-based” but more accurately as “animal-free”—fully replicate the taste, texture and function of traditional protein. They have no color or odor and can be used in alternative dairy products such as cheese, milk and yogurt.

Prior to the growth of precision fermentation, plant-based cheese products relied on additives such as emulsifiers, starches, and gums to replicate texture and performance. Innova is monitoring use of artificial intelligence—in combination with precision fermentation—to identify dairy and other protein ingredients to replicate, facilitate mass production, and lower costs.

Other technologies are poised to change the plant protein ingredient marketplace. Cell cultivation has made advances in replicating whole cuts of beef and chicken. The FDA has approved two cell-cultivated chicken brands for US commercialization. At least one US start-up is pairing cell cultivation with 3D printing for fish fillet production. Another start-up splices pig DNA into the nucleus of a soybean to produce porcine protein from soybeans that are grown in fields, just like conventional soybeans.

The fungal mycoprotein ingredient is becoming more popular and more mushroom mycelium is being converted into meat-like jerky and bacon products. Last year saw a group of processors form the Fungi Protein Association. One industry leader, Meati Foods, Boulder, Colo., said in October that it received  a patent on a composition of matter containing Neurospora crassa, commercially known as MushroomRoot.

Looking Ahead

We expect precision-fermented and cell-cultivated animal proteins to continue to invite innovation. Expansion is likely into plant-based versions of high-demand animal proteins such as collagen. We also expect more animal-free fats from substrates such as rice bran, algae and yeast, which could help manufacturers better replicate whole cuts of beef, pork and poultry.

Pressure will build on governments and industry to develop standards for manufacturing protocols, food safety practices, definition, and labeling laws pertaining to new proteins generated by precision fermentation and cell-cultivation.

Industry experts predict that supply of plant-based proteins will not keep up with demand. Focus may need to shift from recreation of the sensory and performance aspects of animal protein to increased production that protects the environment, considers animal welfare, and maintains affordability. This may open the door to additional sources of plant-based proteins.

Lu Ann Williams is global insights director at Innova Market Insights, provider of market research services including the Innova Database. With more than 25 years’ experience in the food industry, Lu Ann is a trend expert and frequent public speaker at events worldwide. She leads a team of analysts and works with global clients. Contact her at luann.williams@innovami.com.