The Race to Find Meatless Protein Products
Oct. 15, 2017 10:08 p.m. ET
The changing consumer behavior has
companies at the edge of their seat as they work to fit the needs of the
people. A trend on more protein has raised the U.S. per capita consumption of
meat and poultry by 6% from 2014 to 2016. However, as the consumer concern
about what they and how their food is grown expands, consumption of meat
substitutes has also increased rapidly. Now, food companies are looking into
reinventing their products with healthier and minimally processed ingredients
that have a lesser footprint on the planet.
Companies are experimenting to make
“novel protein sources” based on meal-worms, fungi, obscure plants,
run-of-the-mill peas, and more. PepsiCo is considering plant-based,
insect-based, or fermented fungus-based proteins. They have done work with
ingredients such as soy, moringa, duckweed, cricket and mealworm powder. With
these, they hope to find affordable ingredients that are easy to pronounce,
have minimal impact on the flavor and texture of their products, and continue
to deliver high quality products. Additionally, they plan to lower the content
of sugar, fat, and sodium in their products. Likewise, Tyson, Nestlé SA and
Kellogg Co. are investing in plant-based protein, General Mills is producing
nut-milk- based cheeses and yogurts, Pure Elizabeth Co. is now selling
protein-rich seed granola bars and hot cereal; Memphis Meats Inc. is developing
technology to grow meat from self-producing animal cells, and Aspire Food Group
is making whole-roasted crickets and cricket powder protein bars, cookies and
dog treats.
Food companies are facing pressure
from consumers and from the environment; they are also facing the challenge of
keeping up with consumer demands and introducing innovative ideas. The growing
protein trend is not sustainable as protein is costly and requires a large
amount of land, water and energy. However, food companies must continue to meet
the needs of the consumers. By introducing alternative protein sources
companies are taking a leap towards the future. The growing popularity of a
vegan lifestyle gives such companies information about the route to take.
Plant-based and seed-based sources appeal to these consumers easily whereas
insect-based may take longer for other consumers to accept and allow the
category to grow. By branding these products as healthier and environmentally
friendlier, food companies have a higher chance at reaching consumers.
As society turns more conscious
regarding the well being of the environment and the well being of themselves,
consumer behavior is inevitably affected. Individuals are powerful when it
comes to shaping the market.
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