As demand for protein peaks, plant-based sources continue to attract more consumers.
More Americans are cutting back on meat consumption, even if they’re not committing to a vegetarian or completely meat-free lifestyle, according to research from Mintel. The top reason U.S. consumers opt for meat alternatives is because they occasionally like to have meat-free days (31%), but health reasons are also driving interest, with three in 10 protein alternatives consumers saying they are watching their cholesterol (30%) and are worried about eating too much saturated fat (29%). More than one third (35%) of Americans are eating protein more from sources other than red meat, Mintel research noted. However, while more than two thirds (66%) of protein alternatives consumers agree they are healthier than real meat, nearly half (46%) say protein alternatives products are too high in sodium. More than one quarter (28%) of those who opt for protein alternatives are trying to lose weight. About 29% of new meat substitutes in 2016 featured a low-calorie or low-carbohydrate claim, up from 7.1% of new products in 2015, according to Mintel Global New Products Database (GNPD). “Americans are embracing popular trends like ‘Meatless Mondays’ as an easy and consistent way to include meat-free meals into their diets in an effort to reduce meat consumption as health concerns surrounding red meat continue to grow. With so many consumers turning to protein from sources other than meat and poultry, there is an opportunity for marketers to reach a sizable group with concerns related to health, particularly cholesterol and fat content,” said Billy Roberts, senior food and drink analyst at Mintel. Fueling Growth The infatuation with protein in general over the last few years has resulted in more consumers associating protein with providing a source of energy, helping with weight management, promoting satiety and building muscle mass and strength, according to Packaged Facts. Consumer interest in plant protein specifically has been fueled in part by new research and the popular belief that a diet containing more plant-based foods and beverages, including plant protein, is associated with better health. In addition to making it possible to avoid the saturated fat associated with animal proteins, plant proteins are a safe option for consumers with dairy or egg allergies or sensitivities. Millennials in particular are more often foregoing meat, Packaged Facts noted. About 10% of this demographic consider themselves vegan, and a survey conducted by 210 Analytics found that more than 60% of Millennials consume meat alternatives, products once almost wholly ignored by the majority of consumers. The 2015 Dietary Guidelines Advisory Committee, which helps to inform the U.S. government about scientific evidence related to diet, nutrition, and health, indicated that diets higher in plant-based foods are more health promoting and associated with less environmental impact than the current, traditional U.S. diet, noted Michelle Simon, executive director, Plant Based Foods Association (PBFA), while presenting at Natural Products Expo West in Anaheim, CA in March. Diets made up of plant-based sources are more sustainable, use fewer natural resources, and are less taxing on the environment, she added. According to SPINS data from January 2017, plant-based milks are a $4.2 billion market globally; plant-based meat $606 million, plant-based cheese $104 million, and tofu products $92 million. Growth has been fairly consistent across the category, noted Ms. Simon, which is a positive indicator. “Consumers are making the shift and companies are doing a good job getting products out there.” The plant-based milks market has faced some challenges with respect to labeling, however. In December of 2016, 32 members of Congress sent a letter to FDA requesting that the agency not allow plant-based brands to use the word “milk” on their labels. Senator Tammy Baldwin (D-WI) and Representative Peter Welch (D-VT) introduced companion bills in the Senate and House, respectively, called the Dairy Pride Act, which would not allow plant-based food companies to use any dairy terms on their labels. “The dairy industry is gunning for us,” said Ms. Simon. “There’s no question there are challenges in the dairy industry and I’m sympathetic to them, but they’re not caused by anything the plant based foods industry is doing.” Plant-based milks are properly labeled with their common or usual name and courts have agreed with this position, she contended. “We do have the law on our side.” Still, the industry does need to create consistency and standards about how its products are labeled, she added. That will take time, and ultimately it’s up to stakeholder to come together and make those determinations. Having a trade association dedicated to building consensus is certainly valuable, she added.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories
All
|