It may be more helpful to think about plant-based preferences as part of a bundle of consumer priorities, rather than standing alone. UK sports nutrition brand Bodyhero, which already has plant-based powders and bars in its range, has just added a ready-to-drink (RTD) shake based on pea protein. But Managing Director Andy Birch also emphasises the fibre component (5g of inulin alongside 20g of protein) and contrasts his products with those high in sugar, calories, carbs and containing allergens. Even so, plant proteins will not always be the best option for every product and every application. Ian Craig, founder of the Centre for Integrative Sports Nutrition (CISN), and co-founder of the Nutritional Institute, both in the UK, takes a step back. “I’m never sure what the good reasons are for moving away from whey protein,” he says. “My ethos is all around quality.”
The need for flavour-masking where vegetable proteins are used is another concern, Craig admits, when products are “obviously loaded with sweeteners,” which may have unwelcome effects of their own. He wonders about the consumer side, too. “There’s a large plant-based movement,” he concedes. “But then, the majority of people aren’t vegan. They drink their plant-based protein, and then they go back to their bacon and eggs.” Birch at Bodyhero agrees that veganism remains a minority position. “But anywhere up to 50% of the population are choosing to reduce their meat or dairy intake, depending on which statistics you read, for a number of reasons, including health, environmental impact, and animal welfare concerns,” he states.
Ingredient replacements in the alternatives category
Whey’s position has, up to now, been cemented by the presentation of this raw material as a waste product from other dairy processes. The idea of carbon footprint has not been a major consideration for most consumers, but this may be changing, as Craig points out in relation to insect protein. “The one thing that has piqued my interest here is the much lower carbon footprint of insects as opposed to cows,” he says. The element of fashion and media-driven trends should be acknowledged, as much in relation to insect as plant protein. Even for the omnivorous consumer, the ever-present focus on plant-based diets and veganism exerts a pressure.
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This type of peer pressure may also be felt on the level of individual ingredients, as Gay explains. “A lot of companies are now combining proteins in their formulations,” he says. “This may partly be to improve the amino acid profile, it may also be because sources such as pumpkin, fava and chickpea are on-trend and add interest to the product.” Today, a whey-based RTD meal replacement or sports drink is quite likely to sit in the chiller cabinet next to a plant-based alternative. “In favour of these products is the fact that variety and diversity are good, and help to create a bigger marketplace overall,” says Craig at CISN. “I advise my clients to try different options.”
What’s next in protein for athletes?