The rise of a new trend
Many of us are aware of a global shift in consumer behaviors, especially the growing preference for high-protein foods and beverages. As more people explore plant-based protein alternatives, the food and beverage industry is rapidly adapting, incorporating plant-based proteins into a broader range of products to meet this increasing demand.

Unprecedented market growth
The global market for plant-based proteins is expected to grow exponentially in the coming years. In 2024, the market is projected to be valued at around $12.2 billion, and by 2030, it is expected to nearly double, reaching $24.72 billion. The growth in sales of plant-based foods has been remarkable. In the U.S. alone, over 52% of consumers have reported an increase in their consumption of plant-based foods. Investment in the meat alternative sector has also been significant, with nearly $5 billion invested in 2021. Driven by evolving consumer demand, this sector will continue to expand and bring new innovations to the food and beverage industry.

But what exactly are plant-based proteins?
Simply put, proteins are made up of combinations of amino acids, and there are nine essential amino acids that our bodies need. Each type of protein has a unique sequence of these amino acids.
Plant-based proteins are derived from plant sources such as legumes, grains, soy, nuts, and seeds. Most of these proteins are incomplete, meaning they lack one or more essential amino acids. However, this can easily be addressed by combining different plant sources to create a "complete" protein. Plant-based proteins come in various forms: isolated proteins (extracted from their source), concentrates (which contain protein along with some carbohydrates or fats), and whole foods like beans, lentils, and nuts that are naturally rich in protein.

What’s driving the shift toward plant-based proteins?
As mentioned, the plant-based protein sector is booming. But what’s fueling this growth in sales? Why are people choosing plant-based foods more frequently?
A new lifestyle has emerged in recent years that prioritizes health, wellness, and sustainability. Consumers are increasingly seeking products that align with these values—they want food that is healthy, nutritious, ethically sourced, and produced in a sustainable way. Additionally, many people choose plant-based products for cultural or religious reasons, due to dietary restrictions or allergies, or because they follow a vegan or vegetarian diet.
One trend worth noting is the rise of the flexitarian diet—a growing tendency to reduce meat consumption without eliminating it entirely. More than 50% of meat eaters in Europe have cut down their annual meat intake, according to a consumer survey from Smart Protein. When considering what influenced the reduction of meat in their diets, 47% of consumers cited “health” factors. This was followed by environmental concerns at 29%, and animal welfare at 26%. Other factors influencing the shift to plant-based proteins include regional trends, income levels, product innovation, and more.

What do people expect from plant-based proteins?
Since health is a key reason for choosing plant-based proteins, it’s no surprise that consumers expect these products to be nutritious. But they also want them to be fresh, ethically produced, and affordable. Most importantly, consumers seek plant-based products with great flavor, aroma, and texture—ingredients that provide a satisfying culinary experience.

What challenges are holding the industry back?
One of the major challenges facing the plant-based protein industry is the presence of allergens in some of these proteins. Common allergens like wheat, soy, lupin, cow’s milk, and peanuts are often found in plant-based products. These allergens are responsible for 90% of food allergies, so more research is needed to address these concerns and ensure safer alternatives.
Another challenge is how plant-based proteins behave during processing. When exposed to heat, for instance, they can react in unique ways, resulting in unexpected flavors and textures, which can be difficult for manufacturers to manage.
Finally, 48% of consumers feel misinformed about plant-based proteins, indicating a lack of clear, accessible information. This misinformation leads to misconceptions and mistrust, further holding back the industry. Overcoming these issues will be critical to the continued growth and development of the sector.

Future possibilities and perspectives
The plant-based protein industry has a promising future. Ongoing research and development are making plant-based proteins increasingly indistinguishable from their animal-based counterparts. As the market shifts toward health-conscious, sustainable, and ethical food choices, plant-based proteins offer a new perspective on the future of the food industry.
By embracing these changes, we can contribute to a greener, healthier future where plant-based options play an integral role in our diets and the food industry.