Americans Go for Taste in Plant-based Proteins

The most important reason for consuming plant-based proteins is taste, American consumers say, according to Mintel research. Plant-based proteins have become an innovative ingredient for bakery, confectionery and snacks products as well, many kinds of pulses being included in such products.

However, new research reveals that taste is the top reason US adults who eat this kind of food choose it (52%), outranking concerns over diet (10%), animal protection (11%), the environment (13%) and even health (39%).

While taste tops the list of reasons to eat plant-based proteins, perceived health benefits are on consumers’ minds, as nearly half (46%) of Americans agree that plant-based proteins are better for you than animal-based options, and three quarters (76%) say plant-based foods are healthy. Whether a desire to avoid processed foods (39%), manage weight (31%) or promote muscle growth (16%), many plant-based protein consumers are motivated by maintaining or improving their health and well-being.

When it comes to making decisions at the grocery aisle, again, taste (65%) is the driving factor for those who eat plant-based proteins, followed by health-centric attributes. These consumers are more likely to seek plant-based protein products with no artificial ingredients (41%), that are high in protein (35%) and fiber (28%), and those that are non-GMO (28%). Non-GMO claims in particular are driving innovation in the category, as US launches of foods and beverages with plant-based proteins with a non-GMO claim grew from 3.8% in 2012 to 19.6% in 2017, according to Mintel.

“While overall consumption of plant-based proteins remains low, these products benefit from a generally healthy reputation both for consumers’ diets and for the environment, and growing consumer interest in better-for-you lifestyles will continue to drive interest in the category,” said Billy Roberts, senior food and drink analyst at Mintel.

While healthy and functional attributes are of interest to consumers, with less than half (46%) of Americans saying they trust the functional claims made by plant-based foods, there is opportunity for brands to further communicate the benefits. In fact, seven in 10 (71%) Americans agree that brands should provide more information about product/ingredient origin on packaging.

Despite this interest, it seems price may be a deterrent. Nearly two thirds (64%) of Americans aged 18-34 agree that plant-based foods are more expensive than others, compared to 57% of consumers overall. However, some brands may be worth the price as almost half (47%) of those aged 18-34 say brand name is important when buying plant-based foods, compared to 40% of consumers overall.