Protein alone is not enough: ADM highlights plant-based trends expected to raise the stakes in 2020
23 Jan 2020 --- Plant-based proteins dominated the food and beverage landscape in 2019 – driving new product introductions and overall industry buzz. As food companies look for ways to keep pace with the rapidly expanding and evolving market, ADM has identified key trends that will drive innovation and growth in the plant-based protein space in 2020 and beyond, that include “Meaty Innovations,” “Keep it Clean” and “Comfort is King.”
“Protein has always been a fundamental building block of our diets. Increased awareness and accessibility to health and nutrition information has driven a rise in protein claims being made across food and beverage categories. This means that today's consumers are actively seeking out foods and beverages that supply protein because they understand more widely than ever that it is an essential part of a healthy diet,” Jaquelyn Schuch, Product Marketing Director Alternative Proteins, ADM Nutrition, tells FoodIngredientsFirst.
The preferred source of protein is changing among consumers, she notes. “For health, environmental and many other reasons, consumers are seeking out protein from sources other than traditional meat and dairy. Flexitarian consumers are the driving force behind demand for plant-based foods,” she explains.
According to Schuch, taste, nutrition and texture are the biggest challenges in the protein space, as well as the largest consumer barriers to the plant-based protein category. ADM’s OutsideVoice SM Protein Segmentation Study highlighted that more than half of consumers report that the taste is not ideal in plant-based options. “Texture is just as important as taste when formulating plant-based foods with appetite appeal,” Schuch continues. “In fact, it’s in an area where 33 percent of consumers believe that plant-based protein products can be improved.”
A gap still exists between what consumers want and what is available in the plant-based protein category. “Knowing there’s more to be done to bridge the nutrition motivator and taste barrier, there’s certainly going to be a bevy of new product innovations launched into the marketplace in 2020. We’ll see new ingredients, new formats, new categories and new taste experiences come into the fold – and consumers will respond favorably to those that do the best on not sacrificing taste for nutrition, or nutrition for taste,” she comments.
“The plant-based food and beverage movement has been gaining momentum over the past 12 months and this is going to be another breakout year for the category,” says Kurt Long, Director of Flexitarian Solutions, ADM. “We expect to see even more new and enhanced protein options hit the shelves in the coming months. To get an edge in this growing space, manufacturers have to respond quickly with on-trend products. This is an area where ADM is ready and eager to help. We look forward to helping our customers drive advancements in new and innovative products.”
ADM’s OutsideVoice Protein Perception & Awareness Study recently revealed that 44 percent of US consumers now identify as flexitarian. Motivated primarily by health, wellness and sustainability concerns, this powerful group drives demand for foods and beverages with plant-based proteins. These motivations, coupled with expectations for exceptional flavor and product variety, are shaping 2020 trends in the plant-based protein category. These trends include:
Protein Alone Is Not Enough
While plant-based, front-of-package claims used to focus on the number of protein grams per serving, in 2020, consumers will be looking for more. “Protein Plus” is the name of the game, and in order to play, manufacturers must expand nutritional benefits with function-forward health features, like added fiber, antioxidants, probiotics and vitamins. These functional benefits don’t just drive demand – they also command a higher price point. Research shows consumers are willing to pay a premium for products higher in protein, fiber, whole grains and vitamins.
Nutrition Matters, But Taste Rules
Studies have also revealed that while consumers are drawn to plant-based proteins for their nutritional benefits, they won’t fully incorporate products into their repertoires if they don’t deliver on taste and texture. This is the year to expect more products to be formulated with plant-based blends – such as soy or pea combined with beans, seeds or ancient grains – to deliver the craveable flavor that consumers demand. While formulating with the right proteins is a must in 2020, exceptional flavor will be driven by true culinary expertise.
Meaty Innovations
Burgers led the plant-based protein craze in 2019, but in the coming year, new proteins will start to take center stage. Already, the market is seeing an increase in alternatives to chicken, sausage and even seafood. Because taste matters, the key to success with these new products is achieving a flavor and texture similar to their animal-based inspirations.
Keep It Clean
Sixty percent of consumers say recognizable ingredients influence their purchase decision and 66 percent say they are looking for labels with the shortest ingredient list. In 2020, these numbers are likely to rise, meaning successful plant-based formulations must have shorter, more familiar ingredient lists that rely only on all-natural ingredient sources, such as beans, lentils, whole legumes, quinoa, amaranth and sorghum.
Dairy Alternatives Grow
Expect to see continued plant-based innovation in the dairy case, building on the momentum of the past few years. Retail sales of plant-based cheese have already grown 19 percent, plant-based ice cream and novelties have grown 27 percent and plant-based yogurt has grown 39 percent. While growth has been prevalent in the space, there is significant opportunity for formulators to leverage improved flavor and texture of products to drive even wider consumer interest in the year ahead.
There’s Even More in Store Brands
Private label brands have achieved significant growth with organic and natural products. Eighty-five percent of consumers say they trust private labels and 81 percent say they purchase private-label products on every shopping trip. This is a space that’s primed for plant-based products to drive even more growth.
Comfort is King
As meat analogs become more common, a growing opportunity in the plant-based category will be comfort food. Consumers – especially those with children – will be looking for plant-based versions of family-friendly foods, including chicken nuggets, mac and cheese and pizza.
“Health and nutrition are the top two attributes considered when buying plant-based meat or dairy alternative products,” Schuch continues. “Consumers are beginning to question their perceptions and beliefs around the healthfulness of the alternatives they’re consuming today.” Some consumers are beginning to take note of the degree of processing occurring in current meat and dairy alternatives and are demanding more transparent, shorter, cleaner and more recognizable ingredients, she explains.
To stand out on shelves in 2020, manufacturers must prioritize simplifying their labels, and in some cases, look to add other functional, health and wellness benefits to plant-based foods and beverages, Schuch further notes. “Flexitarians are looking for nutritional benefits beyond just protein, such as fiber, whole grains, added nutrients and antioxidants. Added nutrition claims can be obtained with many emerging plant protein ingredients, including beans, lentils, whole legumes, quinoa, chia, amaranth, sorghum and others,” she concludes.
ADM’s plant-based protein trends are in line with the number two trend from Innova Market Insights for this year; “Plant-Based Revolution.” The market researcher highlights a 68 percent average annual growth in food and beverage launches with a “plant-based” claim (Global, CAGR 2014 to 2018).
By Elizabeth Green
