Farrelly & Mitchell points to certain plant proteins, such as soy and spirulina, as being more complete than others. In some markets, though, consumer concerns about GMO content may militate against soy. On the other hand, it says, spirulina can be difficult to source. In fact, with today’s international supply chains for many ingredients facing severe challenges, sourcing problems can affect a range of plant proteins. The advantages of blending different sources together go beyond the ability to create complete protein profiles, director Dr Michelle Riblet reminds us: “It can also be more cost-effective, with fewer availability issues.”
Consumption of plant-based alternative products is increasing; however, high levels of processing, varying nutrient content, and high salt content indicate the necessity for nutritional guidelines.
Anyone looking for cracks in the architecture of plant-based markets might wonder about the ‘health halo’ enjoyed by these products. Riblet underlines evidence that today’s consumers are more focused, overall, on health and wellbeing, and so pay more attention to food labels. This can have negative ramifications on products seen as being over-complex or excessively ‘processed.’ “Clean label is important in this, and overly-processed foods with a long list of unrecognisable ingredients will be put to the test,” she says. “This is equally applicable to both plant and animal proteins.” Rees at Euromonitor has identified this risk with plant-based foods. “As people come to believe that processed foods are bad for us, the health claims associated with them are called into question,” he says. EU nutritional labelling initiatives may also help to undermine assumptions about the comparative healthiness of some plant-based foods, he suggests. But Rees admits that the processing of plant-based foods, with their more complex flavour and texture requirements, is not the same as nutritional protein. “Whether for whey powder or pea protein, it may not prove too much of an issue,” he concludes.
The ‘halo’ effect could also be seen as extending to take in the sustainability and, generally, low environmental impact of plant proteins. Yet nothing can be taken for granted. “There are certainly many challenges that will need to be faced in plant-based supply chains, production and processing,” says Riblet at Farrelly & Mitchell. “This includes the responsible sourcing of ingredients for plant-based foods, and driving efficiencies in production processes to limit environmental footprints.” As much of an opportunity as a challenge is the ‘healthy ageing’ market for plant-based proteins, where the health ‘halo’ and sustainability story can, together, provide real leverage. “It’s an extremely attractive market, but it’s not one where current marketing is really aiming,” says Schall. “Some upstart brands in the US are starting to pay attention to this 50-plus age group, which tends to have significant amounts of disposable income, and which is typically trying to extend its health span,” he says. “But there’s still a lot of misunderstanding about it, and maybe 30-something entrepreneurs are not best-placed to address it.”
“It’s an extremely attractive market, but it’s not one where current marketing is really aiming,”