Fermentation is an essential part of nature. Fermenting to preserve food and lubricate society is as old as humankind. But making healthy fermented drinks on a commercial scale is significantly different than it is at home. It’s not as easy as it looks on YouTube; however, there are a lot of challenges and opportunities to create innovative healthy fermented beverages.

In a world of microbial fears and fads, good old Saccharomyces yeast are divas of the microbial world. Ubiquitous, sensitive to the environment and drowning themselves in alcohol, divas are the type that need to be managed and coaxed away from their own distraction and destruction.

Marketers have a different language and worldview than fermentation scientists and experts. Marketers often say anything that’s fermented must be good for digestion, immunity and a feeling of Zen. But scientists will say while the fervor for fermented foods is great for job security, there’s not much proof to back up the claims.

Fermentation, like nature, makes us all more human. Too much of anything is toxic, and individuals have different tolerances for different substances. Whether it’s sugar, alcohol, vinegar or probiotics, there’s an opportunity for fermented foods and drinks to appeal to moderation and personalized needs. There can be a balance and promotion of all kinds of fermented foods and drinks while developing the scientific proof needed to make responsible product claims.

A true balance in life—and in what we consume to live—is apparently what the doctor ordered. We know too much sugar is bad, and some fermented foods are healthy.

In beer, it’s critical to sanitize and disinfect, then again sanitize and disinfect, every contact surface in order to get the desired flavor and consistency without the funk. Above all, brewers take pride in cleanliness and sanitation. But today, innovation in craft beer has taken a back seat to the hard seltzers and sour-gummies-with-a-hint-of-beer-flavors of the world. Whoever added water and bubbles to flavored vodka is an innovation genius, not unlike the innovators of the hamburger.

The innovation I like to focus on, is what’s better for you (or “BFY” as the marketing folks like to say). BFY can mean a lot of things, but to me, it is when you have something that tastes great, and is healthier than what you would otherwise be drinking. BFY is lower in sugar and calories, made with healthy and natural ingredients, is properly labeled, and adheres to modern food safety principles.

Consider kombucha, which might check some of the boxes compared to a corn-sugary soda. Yet that funky mass of yeast and bacteria (known as SCOBY) can be one of the poutiest divas. Feed SCOBY sugar, and it churns out alcohol and vinegar fast, hard and in an uncontrollable way without some smarts and process controls. As a result, some methods of making kombucha pose challenges for modern food safety regulations and labeling requirements.

The challenge with kombucha is figuring out how to consistently get the same great flavor while staying on the legal side of alcohol and sugar labeling. But because sugars taste good, and alcohol feels good, it’s enticing for marketers to spin beyond the bounds of truth.

Innovation in BFY fermented drinks can include all kinds of alcoholic and non-alcoholic beverages that are made safely, labeled truthfully, with healthy ingredients and with lower levels of sugar and calories. Consumers are seeking multiple attributes: less filling, tastes great, and BFY, of course. Following these guideposts, while addressing the divas in the process, is likely to result in a truly authentic formula for innovative success in fermented drinks.

Blake Ebersole has led several botanical quality initiatives and formed collaborations with dozens of universities and research centers. As president of NaturPro Scientific, Ebersole established quality compliance and product development services for supplements and ingredients such as ID Verified™. Follow him on Twitter at @NaturalBlake.

Vegan, gluten free, dairy free, organic, plant-based, GMO-free—consumers are looking for and demanding these product categories. They’re choosing to eat more consciously and avoiding ingredients they think will negatively affect their health and the environment.

Hemp seeds, hemp protein and hemp seed oil are one family of ingredients that fit this extensive consumer wish list. Hemp seeds are plant-based, vegan, naturally free of gluten, dairy and soy, non-GMO and can be organic. In fact, it’s all these special characteristics that set hemp apart from the rest of the plant industry.

The hemp plant has more than 2,500 purposes and is inherently sustainable.¹ The plants can be used for water and soil purification; it makes an effective biofuel; and the fibers can be used to make rope, clothing, paper and even jewelry. And, yes, hemp is edible.

Health Benefits of Hemp Seeds

Although hemp seeds come from the Cannabis sativa plant, hemp is a harvest crop that doesn’t produce concentrated levels of THC, so it doesn’t have psychoactive effects. These small, brown seeds contain almost 10 g of protein per 30 g serving (about three tablespoons), which is double that of flax or chia seeds, and only 3 g of carbohydrates (0 g of sugar).² They provide all nine essential amino acids, making it a complete plant-protein source for anyone, especially those following a vegetarian or vegan diet. Hemp seeds contain significant amounts of the amino acids methionine and cystine, as well as very high levels of glutamic acid and arginine.²

Hemp seeds are approximately 70% fat, with the most abundant fatty acids being 57% linoleic (18:3 omega-3), 20% alpha-linolenic (18:2 omega-6) and 11% oleic (18:1 omega-9). In addition, gamma-linolenic acid (18:3 omega-6) and stearidonic acid (18:4 omega-3) are also present in hemp seeds.² The fatty acids alpha-linolenic acid and linoleic acid are considered essential for long-term health, meaning they must be obtained from the diet. The ratio of omega-3s to omega-6s in the body is very important for heart health and overall heath.³ The fatty acid profile in hemp seeds promotes a healthy ratio of omega-3s to omega-6s.⁴

The outer hull, or shell, of hemp seeds contains plenty of natural fiber, with three tablespoons containing approximately 1.2 g of fiber.² Typically, animal proteins are more easily digested than plant proteins, but research shows between 91 and 98% of the protein in ground hemp seed is digestible when the hull is removed.^5,6

To top it all off, hemp seeds contain an impressive array of vitamins and minerals and are rich in vitamin E, magnesium, phosphorus and potassium. They are a good source of the five different B-vitamins: niacin, thiamine, riboflavin, folate and vitamin B-6.² Hemp seeds also contain polyphenol compounds called lignanamides, which exhibit antioxidant properties.⁷ These antioxidants help eliminate free radicals associated with the aging process and support overall cellular health.

Uses for Hemp Seeds

Hemp seeds can be used to make flour, food, cooking oil, omega 3/6 supplements and protein powder. The shelled seeds of the hemp plant, also known as hemp hearts, are nutritional powerhouses that can be used in much the same way you’d use flax, chia or sesame seeds.

Hemp protein is the industrial byproduct of hemp hearts. One ounce of hemp powder offers nearly 14 g of protein (a protein amount equivalent to two eggs) and is easily digested.⁴ Research has found heat processing can reduce the digestibility of hemp protein by about 10%; therefore, hemp protein powders made from cold-pressed seeds are the ideal choice.⁵ Fortifying with protein powder, including plant-based protein, has gained broad consumer acceptance.⁸ Brands are increasingly incorporating hemp protein in products such as nutrition bars, tortilla chips, pretzels and even beer.

Hemp seeds are used as a source of dietary hemp seed oil, which has a nutty flavor and contains approximately 12 g of fat. It’s commonly used in dressings, sauces and dips.

Hemp is a unique, versatile plant with a diverse nutrition profile. As the mainstream wellness consumer demands better-for-you foods, it makes sense to fully exploit the innumerous advantages of this crop without sacrificing taste, texture or flavor.

Kelly Harrington is a Registered Dietitian Nutritionist (RDN) for Healthy Goods and has a master’s in human nutrition. She is a holistically-minded RDN with over 20 years of experience in a variety of nutrition fields. She follows an intuitive eating and functional nutrition approach for addressing individual health and nutrition needs.

References:

1. Lopez J. Understanding Hemp Sustainability and its Impact on the Environment. Citizen Truth. July 6, 2019.
2. USDA FoodData Central. Hemp Seeds.
3. Simopoulos AP. The importance of the omega-6/omega-3 fatty acid ratio in cardiovascular disease and other chronic diseases.Exp Biol Med. 2008;233:674-88.
4. National Institutes of Health. Omega-3 Fatty Acids Fact Sheet for Health Professionals.
5. House JD, Neufeld J, Leson G.Evaluating the quality of protein from hemp seed (Cannabis sativa L.) products through the use of the protein digestibility-corrected amino acid score method.J Agric FoodChem. 2010 Nov 24;58(22):11801-7.
6. Hoffman J, Falvo M.Protein – Which is Best?J Sports Sci Med. 2004 Sep; 3(3): 118–130.
7. Yan X et al. Characterization of Lignanamides from hemp (Cannabis sativa L.) Seed and Their Antioxidant and acetylcholinesterase inhibitory activities.J Agric Food Chem. 205 Dec 16;63(49):10611-9.
8. O’Sullivan A. Performance Nutrition Moves to Mainstream. Kerry. June 11, 2018. https://www.kerry.com/insights/kerrydigest/2018/performance-nutrition-moves-to-mainstream

To say plant-based products are having a moment is an understatement. Once a fringe diet closely linked to radicalism and hippie culture, the values of plant-based eating—which include health, animal welfare and sustainability—are now mainstream, and are entrenched in myriad societal echelons, such as school lunch, family dinner, employee cafeterias and fast food chains (even McDonald’s tested a Beyond Meat-based “PLT” in Canada, a “plant-lettuce-tomato”).

While just 2% of Americans classify themselves as vegan—people who never consume animal products—30% of shoppers say they are actively trying to eat more plant-based foods, according to the Plant Based Foods Association (PBFA). The majority of people who consume plant-based foods do not have a rigorously defined diet. Rather, they are people who may eat fresh mozzarella-topped pizza and also drink almond milk; they may bring veggie burgers to a barbecue, while also trying their friend’s famous chicken salad.

Such consumer idiosyncrasies are key in understanding the US$5 billion plant-based market¹ because most plant-based shoppers also eat animal products. This presents a challenge for formulators because these highly selective consumers won’t sacrifice on flavor, texture nor healthfulness of their meat and dairy alternatives.

But there’s also opportunity. If manufacturers craft convincing, delicious plant-based products while maintaining a relatively clean label, there’s a high chance they will gain impressive traction across multiple sales channels.

Cultural forces have contributed to the category’s exponential rise and there is expansive opportunity for plant-based foods and beverages. Furthermore, flavor and ingredient manufacturers are finding creative technological solutions to make plant-based products more craveable and identical to their animal-based counterparts to ensure the continued growth of the plant-based space.

Sales sprout up

It is well documented that eating fewer animal products—particularly animal products produced in concentrated animal feeding operations (CAFOs)—is one way individuals can reduce their carbon footprint. Project Drawdown, an organization spearheaded by environmentalist Paul Hawken, reported 24% of heat-trapping greenhouse gas emissions in the world come from food, agricultural and land use, making changing the way people eat an integral part of the climate change solution. Eating less meat and dairy and more plants is a key way to reduce demand for “land clearing, fertilizer use, burping cattle, and greenhouse gas emissions,” explained Project Drawdown’s 2020 Review.²

This isn’t exactly a recent revelation. At least since Frances Moore Lappé’s publication of Diet for a Small Planet (Ballantine, 1971), the connection between plant-based eating and environmentalism has been strong. With unrelenting—and dire—climate change reports dominating headlines and an executive administration that refuses to believe global warming is an issue worth addressing, the search for sustainable eating solutions is one way Americans can take the first step on their plant-based journey.

However, environmentalism isn’t the top reason consumers buy plant-based foods, and it’s not the second, either. According to data from PBFA, taste is the No. 1 driver of plant-based food purchases, followed by health concerns. Just 13% of shoppers buy plant-based foods for environmental reasons and 11% due to animal welfare concerns.³

While vegans and vegetarians of yore may have suffered through meat replacements that shared little in common with meat (John Harvey Kellogg’s 19th century alt-meat product “protose” was a gooey mixture of wheat gluten and peanuts), modern consumers are ultra-discerning when it comes to mock meats, eggs and dairy products.

“Plant-based alternatives have come a long way from early iterations,” said Jacquelyn Schuh, product marketing director of alternative proteins for ADM Nutrition, “but brands can do more to improve the sensory experience of their formulations, in addition to expanding the variety of plant-based meat alternatives on the market.”

That market is quick to decide which plant-based products have longevity, and the onus is on product formulators, ingredient suppliers and manufacturers to develop meat and dairy replacements of superior health, taste and texture, and a relatively clean ingredient list.

It’s a tall, challenging order, but as plant-based food sales grow five times faster than total food sales, there is a clear and lucrative opportunity—for those who do it right.

Focus on formulation

You can’t talk about plant-based alternatives without considering plant-based protein—a bedrock macronutrient for foods such as meat, poultry, seafood, cheese, milk, yogurt and other animal products. Leveraging proteins derived from soy, peas, rice, mung beans, chickpeas and many more is a chief way food scientists render plants as animal products.

Using a combination of heat, pressure and water is typically how meat alternatives closely resembling burgers, chicken strips and more are made, explained Connor Link, research chef at Natural Development, a product development company based in Boulder, Colorado.

“The technology is called a twin-screw extruder, composed of two screw pipelines. Proteins are forced through these pipelines with heat and water, and the spinning action and the heat changes the protein’s textural formats to seem like meat,” Link said.

Extrusion morphs plant proteins into a fibrous texture that is shockingly similar to the bite and chew of animal muscle tissue. Many products, ranging from Sweet Earth’s Awesome Burger to Lightlife’s Plant-Based Burger to Beyond Meat’s products use this technique to great success. Case in point, Beyond Meat’s 2020 Q1 revenue spiked US$97.1 million—141% year-over-year growth even with the COVID-19 pandemic.

The problem many formulators run into, noted Link, is products must perform like animal meat. Burgers must not fall apart while cooking in the pan and require a decent shelf life. Food additives are typically required. Binding agents such as methylcellulose, gums and lecithins often appear on plant-based nutrition labels—ingredients that many consumers don’t understand or want in their food.

The balance of creating a product that functions optimally and has a clean label is one of the plant-based movement’s most formidable challenges.

“All of our clients want to see a clean label, which typically means they don’t want an ingredient list that contains a bunch of science-y words,” Link said. “Everyone wants a label that’s primarily composed of plants.”

There is a groundswell of promising ingredients not yet widely used that may help mitigate the clean label problem. Link pointed to Fiberstar’s Citri-Fi, a citrus fiber that can be used in meat and dairy replacements for moisture retention, emulsification and thickening. Integrally, Citri-Fi can be listed on a nutrition label as the consumer-friendly “citrus fiber.”

As the market for plant-based protein matures, ingredient suppliers are discovering clean-label additive solutions. For instance, Puris, a second-generation non-GMO and organic pea protein supplier, recently brought to market pea starch and whole pea hull fiber—two ingredients sourced from its existing supply chain of pea farmers across North America.

“We’ve been able to get further downstream technologies such as our pea starches and fibers and use them in applications to minimize the use of emulsifying gums,” said Puris CEO Tyler Lorenzen. “This helps build a cost advantage and also a cleaner product label.”

Lorenzen said quick-gelling pea starch has been particularly successful in vegan gummy applications, which typically use animal-derived gelatin or fruit pectin and are challenging to find in USDA Organic form.

“Superior texture is required for plant-based products to achieve success. The current route to market to develop these products often contains ingredients that may cause consumers to raise an eyebrow,” Lorenzen said. “Brands should position themselves in a different way … everything has to be balanced on the three pillars of nutrition, clean label, and taste.”

Refining taste

If taste is the most powerful driver of plant-based food purchases, it is also the category’s biggest threat. According to a 2020 report conducted by the Yale Program on Climate Change Communication and Earth Day Network, 44% of U.S. adults say they don’t buy plant-based foods because they don’t like the taste.⁴ This sentiment resonates with anyone haunted by the rubbery vegan products of decades past—of which, unfortunately, there were many. However, the same Yale study reported 2 in 3 consumers would be willing to eat more plant-based foods instead of meat if such foods tasted better than they do today.

The future of plant-based relies on shifting the perception of plant-based products from something that’s good enough to eat to something that is covetable to consume. In other words, flavor is paramount.

“What’s driving the plant-based movement now is what we refer to as ‘no compromise,’ said Alina Slotnik, vice president of global marketing at PureCircle. “Plant-based foods are evolving from something you choose with your head to something you crave. With formulations consistently getting better and better, we can make products that aren’t only healthful and plant-based, but also more delicious than a conventional product.”

Plant-based alternatives can be tough to make taste good because, to put it bluntly, some proteins taste bad and can be bitter and/or chalky. Modern flavor manufacturers are stepping up to block these inherent flavors in final products using new sophisticated methods.

While stevia is often regarded as a sugar substitute for sweet snacks and desserts of all ilk, Slotnik said next-gen stevia applications can improve the flavor of many other foods, too.

PureCircle’s line of stevia-based flavor modifiers are particularly well-suited for adjusting off-notes in plant-based substitutes such as creamy sports beverages, yogurts and protein powders. “In something like a protein-fortified beverage, some manufacturers want to completely mask the grassiness of pea protein with some dessert-like flavor such as vanilla or mango,” Slotnik said, adding that other manufacturers, like one client who crafts a supergreen protein powder, want to play up the earthy, vegetal flavors of plant proteins while also removing their bitterness and avoiding cloying sweetness.

Smart use of stevia-based flavors helps contribute to positive consumer experiences with plant foods. But it’s not the only way manufacturers ensure plant-based products will produce a Guy Fieri-worthy expression of glee (cue: “Welcome to Flavortown!”).

According to Schuh, fat is vital to meat replacement satiety. “Depending on the application, the amount, type and release of fat are important factors for achieving the right sizzle in the pan or juiciness when eating. Selection of a fat or combination of fats is critical to replicating a meat-like texture,” Schuh said.

Caroline Bushnell, associate director of corporate engagement for the Good Food Institute (GFI), an organization that advances the growth of plant-based foods, agreed that innovations in how fat is used is the next frontier in plant-based formulations.

“In plant-based meat we’re seeing new fat encapsulation techniques to really drive that juicy, fatty, burst-in-your-mouth flavor,” Bushnell said. “That is going to increasingly appear across plant-based products and will really help deliver on that meaty experience.”

Unlike meat, plant-based analogs are completely free from cholesterol and typically low in fat, making it imperative for food manufacturers to strategically introduce fat into plant-based formulations. For many alt-burgers, that fat is a combination of saturated fats such as coconut oil and unsaturated fats such as canola or olive oil to help resemble the fatty makeup of beef.

But fat introduced in a plant-based burger can either leak from the patty onto the pan or plate, or slide into your mouth versus bursting during mastication, preventing consumers from experiencing the same mouthfeel as conventional meat. Beyond Meat’s updated patty launched mid-2019 attempts to replicate this texture with the inclusion of white cocoa butter flecks—and reviews have been sterling (Food and Wine testers described the product as “remarkably spot-on,” although they admit it wasn’t a dead-ringer for beef.)⁵

Bushnell said increasing the fat content of extruded products is challenging because “fats disrupt the mechanical shear exerted during extrusion.” However, encapsulating fats may shield them during extrusion; alternatively, fats can be added after extrusion or via a topical application to achieve a similar desired effect.

“Plant-based foods won’t be able to displace meat and dairy until they can match conventional animal counterparts,” Bushnell noted. “Flavor is critical.”

Better than meat

The conversation around alternative meat and dairy will shift as COVID-19 disrupts, well, everything, everywhere.

The global pandemic has exposed what those in the natural and organic industry have known for a long time: Conventional meat and dairy supply chains are broken.

Due to the close working conditions endemic to processing plants, where workers often must stand shoulder-to-shoulder, over 5,000 employees at just 115 processing facilities in the U.S. have contracted COVID-19, forcing companies like the pork producer Smithfield Foods to either close facilities or operate at reduced capacity. This ripple effect is already causing serious supply issues. In a May 4 investor call, Tyson Foods said its hog processing capacity was down 50%.”

With meat supply chains vulnerable, leaders of plant-based brands are jumping at the chance to educate Americans about the merits of meat and dairy alternatives, such as improved taste and having more resilient sourcing. No brands interviewed for this article reported supply chain issues.

“Our biggest focus is to provide solutions for consumers as they have meat disruptions,” Beyond Meat CEO Ethan Brown said during the company’s Q1 earnings call. “There are more opportunities to be relevant to customers.” The company’s stock spiked almost 9% after the call.

There are still important and concerning limitations to the growth of plant-based foods. Affordability is an issue. In both foodservice and retail locations, a plant-based burger is often more expensive than one made from an animal—a mishap born from decades of policy, infrastructure and subsidies that favor meat and dairy industries, and sheer supply chain scale. Plant-based will never reach its full potential if products are viewed as special occasion or splurge purchases.

“It’s the responsibility of ingredient makers to make things not just available, but also cost-effective,” Slotnik said. “Especially with COVID-19, cost democratization is the biggest thing that is going to take the plant-based category forward.”

A sea of change is coming. As brands, food scientists, suppliers, flavor formulators, farmers, advocates and policy makers continue to chip away at category barriers, the future of plant-based foods looks bright—and green.

Jenna Blumenfeld lives in Boulder, Colorado, where she reports on the natural products industry, sustainable agriculture, and all things plant based. 

References

1. Plant Based Foods Association. https://plantbasedfoods.org/plant-based-foods-retail-sales-data-2020/

2. The Drawdown Review. https://drawdown.org/sites/default/files/pdfs/Drawdown_Review_2020_march10.pdf

3. Plant Based Foods Association. https://plantbasedfoods.org/marketplace/consumer-insights/

4. Yale Program on Climate Change Communication and Earth Day Network. https://climatecommunication.yale.edu/wp-content/uploads/2020/02/climate-change-american-diet.pdf

5.Food and Wine. https://www.foodandwine.com/news/meatier-beyond-burger-marbling-taste-test

The global plant-based protein supplements market is set to grow at a compound annual growth rate (CAGR) of 7.5% for the next several years due to an increasing demand for plant-based sources of proteins, according to Fortune Business Insights. In dollar terms, this would value the market at US$7.38 billion by the end of 2025, an increase of $3.22 billion from 2017.

Health Focus International also recently published its 2019 Shopper Study, which detailed purchase drivers for plant-based foods and beverages. Data revealed U.S. consumers identified “promotes daily health” and “promotes long-term health” as the main drivers (57% each), followed by “helps prevent disease” (53%) and “more energy” (52%).

Despite these impressive growth rates and positive consumer sentiment toward plant-based products, significant organoleptic challenges remain within many plant protein product categories. Recent IRI data from a survey of 2,468 U.S. consumers demonstrated that taste is the No. 1 factor influencing their interest in a food and beverage product. Taste is also consistently identified as a top driver of repeat purchase, a key requirement of product success as the cost of customer acquisition increases.

Specific to the nutrition, health and wellness category, understanding the inherent taste profile of any plant-based protein is key to determining the success of a flavor and masking solution designed to complement that protein source. Utilizing descriptive analysis and sensory mapping in combination with solvent assisted flavor evaporation (SAFE), gas chromatography mass spectrometry (GC-MS) and olfactometry (GC-O), it is possible to identify the sensory characteristics of plant-based proteins and the volatile compounds that are contributing to those characteristics. Based on this analysis, a bespoke flavor and masking system can be paired with the protein source delivering the best possible organoleptic experience. The theory of flavor pairing suggests that two foods containing common odorants will pair effectively together—for example, hazelnut and chocolate in Nutella.

Descriptive analysis utilizes panelists trained regarding the product and attribute references. They must be able to identify, describe and rate the intensity of the attributes (e.g. beany, bitter, chalky). The mapping of these characteristics and their intensity identifies both the positive, neutral and negative attributes inherent in the protein source.

SAFE is a distillation technique that facilitates the isolation of volatiles from solvent extracts in complex food matrices. SAFE generates a clean extract that contains only the volatile components from the food matrix. GC-MS is an analytical technique that allows the separation and identification of volatile compounds within such an extract via reference to a spectral library. Examples of compounds that have been successfully identified in pea protein include phenylacetic acid, which pairs well with coffee, cocoa and toffee; 2-Pentylfuran, which works well with cooked sugar, peanut or hazelnut; and isovaleric acid, a good match for butter, nuts, honey, coffee, cocoa and banana. However, not all the volatile compounds identified by GC-MS contribute to the aroma of the product. GC-O uses the same process but with the input of human assessors who smell the aroma emitted via a nose cone after the sample passes through the GC column, describing the odorants and their intensity as they detect them. The resultant chromatogram and olfactogram can be overlaid to identify which compounds contribute to the aroma and which don’t.

This combination of descriptive and analytical measurements facilitates the pairing of the flavor system with the protein source. Traditionally in high protein powdered and ready to drink (RTD) beverage applications, vanilla, chocolate and strawberry predominate. Using the traditional formats of these flavors designed originally for dairy- or soy-based products is not conducive to developing a great-tasting finished product when dealing with the inherent, often off-putting flavor profile in many plant-based products. However, these core profiles can be adapted to work in concert with the positive attributes of the base and negate the less appealing notes once they have been identified. In addition to adapting these core profiles for improved performance, utilization of flavor pairing based on the sensory and analytical data can also result in the development of novel flavors that complement the base, such as coffee caramel when bitter notes are present or hazelnut vanilla to balance nutty notes in the base.

Finally, the development of effective flavor solutions for plant-based proteins must be seen through the prism of clean label. There is little point in developing an outstanding finished product from a taste perspective if it fails to meet consumer expectations with respect to front and back package labelling. A variety of flavor solutions are available, ranging from extracts, essences and concentrate to natural flavors. Successful products will be those that can balance the clean label requirement with consumer taste expectations and cost-in-use constraints.

William McCormack is a business development manager Synergy Flavors Inc. He graduated from the University of Limerick in 2006 with a bachelor’s degree in sports and exercise and completed his Ph.D. examining the effect of nutrient and exercise interventions on sarcopenia.

While some might associate a plant-based diet with vegetarian or vegan diets, there are some notable differences. Those who follow a vegan diet eschew all animal products while vegetarians avoid meat and poultry but may consume eggs or dairy. A plant-based diet, on the other hand, is one primarily based on foods derived from plants. Although meat, poultry, fish or dairy may occasionally be consumed, they are significantly limited and represent only a minor portion of the diet. Rather, the focus is on fruits and vegetables, nuts, seeds, oils, whole grains, legumes and beans.

The evidence is clear that interest in plant-based eating is thriving. According to a study by Nielsen, commissioned by the Plant Based Foods Association (PBFA), sales of plant-based foods reached US$3.3 billion in June of 2018, showing an astounding 20% growth rate in the previous 52 weeks.¹ According to a report by Markets and Markets, the category is estimated to reach $6.4 billion by 2023. Big business indeed.

The recent trend toward a plant-based diet is demonstrated in NMI’s Health & Wellness Trends Survey, an annual study of a nationally representative sample of more than 3,000 U.S. adults that highlights consumers’ attitudes and behaviors toward a wide array of issues related to trends in health and wellness, with specific emphasis on food and beverage usage. The data show while only 7% of the general population currently adheres to a vegetarian or vegan diet, about one-quarter of adults report they “eat a lot of vegetarian meals,” a behavior up from 19% 10 years ago.

Why plant based?

There are myriad reasons why someone would choose to adopt a plant-based diet, most focusing on personal or planetary health. On the personal side, evidence suggests plant-based nutritional choices result in notable health benefits including those related to weight loss, digestion, energy and conditions such as blood sugar levels, blood pressure or cholesterol. There are even some indications that a plant-based diet may help prevent, treat or even perhaps reverse chronic illnesses such as diabetes², heart disease³ or even cancer.⁴

In terms of broader planetary health, a plant-based diet performs well in that arena as well. Switching to a more plant-based diet can significantly reduce water usage, methane production, land use and greenhouse gas emissions. In addition, concern for animal welfare is on the rise and contributes to interest in not only plant-based diets but other related food attributes such as cage free, grass-fed, pasture access and free-range.

Who is most likely to adopt plant-based nutrition?

Overall, about 4 in 10 in the general population have used either a plant-based meat product (‘meatless meat’) or a plant-based dairy product in the past year. And, as might be expected, there is a high degree of overlap between the categories; more than 6 in 10 use both. As demonstrated in the chart below, these behaviors correlate directly with a younger consumer base. Younger consumers are more likely to embrace the ideals and values associated with a plant-based nutrition lifestyle. And, given that Millennials are expected to become the largest living adult generation in the U.S., their interest in plant-based nutrition bodes well for the continued success of the category.

Great news, but some barriers exist

While plant-based foods and beverages are viewed in a very positive light, particularly among younger consumers, that’s not to say everything is perfect. About one-quarter of plant-based meat and dairy category users express some level of dissatisfaction with the products. These specific concerns represent potential barriers that may need to be addressed as usage, and a refinement in attitudes toward the category, continues to evolve.

The market movement toward plant-based products is driven by two foundational beliefs: “healthier for me” and “healthier for the planet.” It is the intersection of these two beliefs across a product’s lifecycle where opportunities emerge.

Hippocrates, known as “the father of medicine”, said “Let food be thy medicine and medicine be thy food.” Plant-based nutrition may have the opportunity to be the medicine not only for our bodies, but for our planet as well.

­­­­­­­­­­­­­­­­­Diane Ray is vice president, strategic innovation, at the Natural Marketing Institute (NMI), a strategic consulting, market research, and business development firm specializing in the health, wellness and sustainability marketplace.

References:

1. Plant Based Foods Association. https://plantbasedfoods.org/plant-based-sales-are-up-and-we-mean-way-up/
2. Satija et. al. "Plant-Based Dietary Patterns and Incidence of Type 2 Diabetes in US Men and Women: Results From Three Prospective Cohort Studies." PLoS Med. 2016 Jun 14;13(6):e1002039.
3. Satija et al. "Healthful and Unhealthful Plant-Based Diets and the Risk of Coronary Heart Disease in U.S. Adults." J Am Coll Cardiol. 2017 Jul 25;70(4):411-422.
4. Tantamango-Bartley et al. "Vegetarian Diets and the Incidence of Cancer in a Low-Risk Population." Cancer Epidemiol Biomarkers Prev. 2013 Feb; 22(2): 286–294.

Nearly 25% of Americans reduced their meat intake in 2019, a trend that shows no signs of slowing down. Vegan, ovo-vegetarian, lactovegetarian, ovo-lactovegetarian, pescatarian, flexitarian, vegetarian and vegan are terms used to differentiate types of plant-dominant diets and provide a basis for food marketers to more accurately identify and meet the needs of individuals who have made the commitment to decrease or eliminate meat, fish and poultry from their diets.

According to Michele Simon, founder and executive director of the Plant Based Foods Association (PBFA), plant-based foods have expanded from being a niche industry targeting vegetarians and vegans to a mainstream industry targeting everyone.

For many individuals, the motivation to consume more plant-based foods is dietary. Most of the vitamins and minerals, as well as other essential micronutrients we need, are naturally found in fruits, vegetables and grains. Traditional plant-based diets are also lower in fat than animal-based diets containing beef or pork, which are particularly high in saturated fat. In addition to the dietary advantages, plant-based foods are generally better for the environment and more sustainable than animal products. Therefore, they appeal to those concerned about climate change and animal welfare.

As a result of the COVID-19 pandemic, an additional motivation to consume more plant-based foods has suddenly come to the forefront—shortages of animal products. Food and supplement marketers are attentive to all these trends and are constantly developing plant-based products that can not only substitute for, but in some cases be better than, their animal-based counterparts.

Within the smaller functional food and dietary supplement segments of the food industry, ingredients derived from plants have long been a mainstay for their nutrient content. Now, however, they are entering areas where animal-derived ingredients have traditionally predominated. For example, most plant-based proteins are incomplete, meaning they do not contain all nine essential amino acids. Therefore, a variety of protein sources is encouraged for individuals consuming exclusively plant-based diets. A few, such as quinoa and soybean products like tofu and edamame, are complete proteins, so these sources are recommended for fulfilling at least part of the dietary protein needs. For individuals on flexitarian, pescatarian and ovo-vegetarian diets, complete protein sources abound. For strict vegans, supplementation of iron, calcium and vitamin B12 also might be required to maintain optimal health as these nutrients are needed by the body in amounts that are not always attainable through a vegan diet.

Vegans and individuals who do not eat fish also may need to supplement omega-3 fatty acids. The human body requires dietary consumption of one omega-3 (alpha-linolenic acid or ALA) and one omega-6 fatty acid (linoleic acid or LA) to meet the body’s needs as well as support metabolism of other longer chain fatty acids used in the body. Since metabolism of omega-3 and omega-6 fatty acids in the body uses many of the same cofactors and enzymes, their intake should be in a ratio (omega-3 to omega 6) of about 1:4 to 1:1 to maintain balance.

Unfortunately, the typical American diet contains a ratio up to 1:50 omega-3 to omega-6 due to high consumption of processed and fried foods that are commonly prepared in high linoleic omega-6 oils. As a result, omega-3 supplementation has flourished. For vegans and many vegetarians, as well as those concerned about mercury content in fish or sustainability of marine life, this can be a challenge.

Most omega-3 supplements are derived from oily fish such as salmon, sardines or mackerel. These sources contain the end-product long-chain fatty acids of omega-3 metabolism, eicosapentaenoic acid (EPA) and docosahexaenoic acid (DHA). These omega-3s are crucial for a multitude of the body’s processes, from cell membrane structure to cardiovascular support and brain function. Supplementation with ALA, or use of foods high in ALA in cooking, can help supply both EPA and DHA through the body’s own metabolism. However, the first step in the body’s metabolism of ALA (and LA as well) is diminished or inhibited altogether in a large group of individuals, leaving them without the benefits of all the longer chain omega fatty acids, including EPA and DHA as well as the beneficial omega-6, gamma-linolenic acid (GLA). 

Marketers of several plant-based omega fatty acid sources have stepped up to fill in this gap. Algal oil is a vegetarian source of EPA and DHA that helps supply these critical omega-3s for individuals wishing to avoid marine-sourced EPA and DHA. Another exceptional option is Ahiflower seed oil. Ahiflower is derived from the plant Buglossoides arvensis, a cultivated plant native to United Kingdom hedgerows. This oil supplies both essential fatty acids, ALA and LA, in a favorable ratio of almost 4:1, helping to compensate for high levels of LA in the diet. In addition, Ahiflower seed oil contains GLA and the critical omega-3, stearidonic acid (SDA), effectively bypassing the difficult first step in fatty acid metabolism. Not only does SDA exhibit beneficial attributes such as anti-inflammatory action, but it also converts to EPA much more efficiently than ALA from flaxseed or other plant-based omega-3 sources. (Lefort N et al. (2016) J Nutr Sci 5(2):1-12)

As the dietary habits of individuals around the world continue to evolve toward more plant-based foods, so will the industries that supply food and supplement choices to meet those needs. No doubt, plant-based options will continue to grow and expand to fulfill a variety of tastes and dietary needs, helping to build a more sustainable food supply across the globe.

Nena Dockery is a scientific and regulatory affairs manager at Stratum Nutrition. She began her career as a medical researcher at Kansas University Medical Center, but later pursued her master’s degree in human nutrition. With over 20 years’ experience in the nutritional supplement industry, she is knowledgeable in virtually all areas of dietary supplements, from physiological effects to the governing regulations.