Consumer and brand-owner interest in plant proteins is real and is unlikely to fade away any time soon. This dynamic is sustained on the one hand by an enduring hunger for protein of all types, and on the other by the higher profile being accorded to plant-based diets—far beyond a vegetarian or vegan context. The diversity of plant sources is also helping to maintain consumer engagement. In particular, many markets have seen manufacturers plotting a course away from traditional crops such as soy and wheat towards pea, rice, hemp, chickpea, fava, and others. Meanwhile, insect proteins contribute an additional, exotic strand.
At Prinova, an international supplier of ingredients and premixes, there is a clear sense that the ‘new generation’ of plant proteins, especially, will continue to fuel innovation, but also more sophisticated formulation. “There’s certainly a desire for more diversity in the marketplace, and the attraction of these plant-based proteins will only increase over time,” says Tony Gay, head of technical sales and NPD, nutrition. “Protein powders used to exclusively target vegan consumers, and not much consideration was given to flavour issues, in particular. Nowadays, consumers are more likely to have moved from dairy flavours. They will be more discriminating, but they’re also more knowledgeable about what they’re looking for in terms of amino acids.” The combination of a strong sustainability story with health and wellness benefits for the individual is also helping to support the plant-based segment. For example, California-based Axiom Foods emphasises the allergen-friendly and organic status of the plant proteins it supplies. “Baby Boomers have seen first-hand [from their parents] how important it is to start early with preventive nutrition, so they can be mobile and self-sufficient when they reach their parents’ age,” says David Janow, president and founder of Axiom Foods. “It’s not just about living longer; it’s about living a quality life.”