March 26th, 2018

Plant-Based Protein Gaining Traction

Posted in Consumer Trends, Educational

Demand for Plant-Based Protein Increases in 2018

How do we reconcile the traditionally American animal-protein heavy diet with science backing the importance of vegetable consumption? A new generation of plant-based proteins aims to answer that question.

Plant-based protein

The average eater in the U.S. has an imprinted image of a plate, broken into 4 wedges, each of which representing a category: fruits, vegetables, grains/starches, and protein. This plate represents the general amount of each of these foods they should be consuming, with the largest wedge belonging to vegetables.

Choose My Plate

If we were using this plate to represent how the average American really eats, the protein wedge would look much more like the vegetable wedge. On average, Americans eat twice the amount of protein they require daily (1), normally in the form of animal-based protein.

But as a country, our science is getting better, our information moves further, faster, and our people are becoming wiser. We know now that it’s detrimental to our health to consume more vegetables and reduce our intake of animal proteins, and we’re adjusting our diets to reflect that.

Plant-based protein

40% more Americans are attempting to incorporate plant-based foods in their diet, and 23% are looking specifically for plant-based proteins to assist (2). In light of this, some crafty culinarians have set out to recreate the taste, texture, aroma, Maillard reaction, and even the “bleeding” effect common to animal meats using plant-based proteins. Companies like Impossible Foods and Beyond Meat are creating a cult of popularity that’s beginning to appear in national restaurant chains.

 

Impossible Burgers have made their way into burger titans such as Hopdoddy, Fatburger, and Umami Burger. Beyond Meat has found equal success in national markets such as Target, AmazonFresh, and Kroger, as well as restaurants like BurgerFi and TGI Fridays. Beyond Meat has also developed a line of “chicken” products, bratwurst, and sausages.

Vegetable Burgers

Another plant-based protein carrier that continues to grow in popularity is the ever present, and universally enjoyed falafel. This crispy little concoction of chickpeas and spices offers a center-of-the-plate star that can be fried, baked, dipped, deconstructed, and dressed-up to your heart’s content. It’s not only the flexibility of falafel that makes it so popular, but also, it’s unique, savory taste and crispy texture. Expect to see it landing in more unexpected locations soon.

Drop us a line and let us know what other unique plant-based proteins you’ve come across.

Until next time!

1. Egan, Sophie. “How Much Protein Do We Need?” The New York Times: Well. 28, July, 2017. Accessed 20, March, 2018. https://www.nytimes.com/2017/07/28/well/eat/how-much-protein-do-we-need.html.
2. “Plant-Based Proteins Are Gaining Dollar Share Among north Americans.” The Nielsen Company: FMCG and Retail. 22, Sep., 2017. Accessed 20, March, 2018. http://www.nielsen.com/us/en/insights/news/2017/plant-based-proteins-are-gaining-dollar-share-among-north-americans.html
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