Atura Proteins research predicts plant-based NPD boom in 2022 while spotlighting clean label growth

29 Oct 2021 --- Atura Proteins-commissioned research shows F&B manufacturers are 56% more likely to invest their NPD budgets in plant-based products next year. Clean labels follow closely at 37% and a 34% growth is expected in low-calorie products.

The research also shows that product ranges will grow by 48% to appeal to flexitarians and 47% for vegan offerings, which proved to be the main reason to invest in plant-based innovation.

Paul Donegan, commercial development and marketing manager at Atura Proteins, tells FoodIngredientsFirst, the plant-based food market is expected to grow at a CAGR of 11.9% from 2020 to 2027.

“There are now an estimated 8.7 million flexitarians in the UK, so it’s a great time for businesses to think about tapping into the market,” says Donegan.

Of the 102 UK-based food and drink professionals surveyed, four in ten (41%) believe that plant-based substitutes for meat such as mince will be the most significant growth category, followed by cereals (13%) and cheese (12%).Protein pulses such as chickpeas, fava beans and red lentils provide high levels of protein.

Sourcing plant-based proteins challenging
According to Atura Proteins research, the demand for plant-based proteins is great, however sourcing remains a key concern. 

Roughly a third of industry professionals claim that the difficulty of sourcing ingredients is the biggest barrier to developing plant-based products. More than a quarter claim the biggest barrier was consumer resistance related to taste and formulation issues.

Donegan outlines: “The increase in demand presents a significant opportunity for food and beverage brands.” 

“Our survey suggests that decision-makers may have challenges sourcing some plant-based ingredients which may reflect the supply chain pressures brought about by increasing demand,” he says.

Next year, the company will use proteins to provide texture and structure-building solutions for key categories in plant-based foods. 

Donegan outlines: “We want to ensure that we have deep knowledge of how our protein products perform in various food systems, how they interact with other ingredients, and where they can be used to deliver optimal performance.”

Protein pulses pack a punch
At present, Atura Proteins supplies products with a protein content of about 60% from mainly three alternative protein sources, including chickpea, red lentil and fava beans. These proteins have a mild pulse flavor and are made using a dry fractionation process.

Their products are primarily focused on food applications for functionality and protein fortification.

The company plans to launch a range of isolates (>80%) to target the healthy aging and lifestyle nutrition category in 2022.

“Protein is enduring in its popularity and the trend toward protein fortification shows no sign of slowing,” explains Donegan. 

“Coupled with the trend toward plant-based food and drink manufacturers, there is a real opportunity to consider alternative protein sources, like fava beans, chickpea and red lentils, to help deliver optimal food and beverage products for consumers.”

Donegan says greater interest and investment in NPD will increase the onus on ingredients suppliers to offer solutions for new applications. “This fast-paced environment means we need to remain ahead of the curve,” he says.

Canada-based flavors and ingredients manufacturing company Embassy Ingredients have also picked up on the need to assimilate to this trend, as the demand for natural, clean label and plant-based products keep growing. The company identifies growth in the percentage of consumers moving toward vegetarian, vegan or flexitarian lifestyles.Protein concentrates provide a good source of fiber.

Protein fortification
With protein fortification high on the agenda, incorporating plant protein to deliver a “source of protein” claim is vital for product formulators. 

About 55% of decision makers confirmed that developing protein-fortified products typically came in response to demand from health-conscious consumers.

Protein concentrates provide a good source of fiber, are rich in minerals and vitamins and offer unique functionality around emulsification and texture. 

“We understood that the market was starting to look outside more established plant proteins such as soy and pea for alternatives – largely driven by nutritional, functional and also marketing opportunities,” says Donegan.

Human nutrition is another key area the company plans to explore in more detail, with their research focusing on digestibility, bioavailability and muscle absorption.

Steep growth curve in meat alternatives
Four in ten people surveyed by Atura researchers are convinced that plant-based substitutes for meat such as mince will be the most significant growth category. 

In line with this trend, the World Business Council for Sustainable Development (WBCSD) and 14 member companies launched the Responsible Meat Initiative (Remi) this week.  

By Inga de Jong