ADM on plant-based proteins

　　ADM anticipates continued massive growth in plant-based proteins. In a newsrelease, the company shared the trends driving innovation in this space:

　　ADM’s OutsideVoice SM Protein Perception & Awareness Study revealedthat 44% of U.S. consumers now identify as flexitarian. This trend is mirroredin Europe, with research from Mintel showing that 50% of UK consumers arecutting their meat intake. While pleasure and health remain the principal drivers ofinnovation in the food and beverage sector, ethical and environmental concernssurrounding meat and dairy products are increasingly motivating Europeansto choose meat-free options. These motivations, coupled with expectations forexceptional flavour and product variety, are shaping 2020 trends in the plant-basedprotein category globally. These trends include:

　　Protein alone is not enough While plant-based, front-of-package claimsused to focus on the number protein grams per serving, in 2020, consumerswill be looking for more. “Protein Plus” is the name of the game, and in order toplay, manufacturers must expand nutritional benefits with function-forward healthfeatures, like added fiber, antioxidants, probiotics and vitamins. These functionalbenefits don’t just drive demand, they also command a higher price point. Researchshows consumers are willing to pay a premium for products higher in protein, fiber,whole grains and vitamins.

　　Nutrition matters, but taste rules Research shows that while consumersare drawn to plant-based proteins for their nutritional benefits, they won’t fullyincorporate products into their repertoires if they don’t deliver on taste and texture.

　　This is the year to expect more products to be formulated with plant-based blends—like soy or pea combined with beans, seeds or ancient grains—to deliver thecraveable flavour that consumers demand. While formulating with the right proteinsis a must in 2020, exceptional flavour will be driven by true culinary expertise.

　　Meaty innovations Burgers led the plant-based protein craze in 2019, but inthe coming year, new products will start to take centre stage. Already, the market isseeing an increase in alternatives to chicken, sausage and even seafood. Becausetaste matters, the key to success with these new products is achieving a flavour andtexture similar to their animal-based inspirations.

　　Keep it clean Sixty percent of U.S. consumers say recognisable ingredientsinfluence their purchase decision, and 66% say they are looking for labels withthe shortest ingredient list. In 2020, these numbers are likely to rise, meaningsuccessful plant-based formulations must have shorter, more familiar ingredientlists that rely only on all-natural ingredient sources such as beans, lentils, wholelegumes, quinoa, amaranth and sorghum.

　　Dairy alternatives grow Expect to see continued plant-based innovation inthe dairy case, building on the momentum of the past few years. In the U.S., themarket for plant-based cheese has already grown 19%； plant-based ice cream andnovelties have grown 27%； and plant-based yogurt has grown an impressive 39%.

　　While growth has been prevalent in the space, there is significant opportunity forformulators to leverage improved flavor and texture of products to drive even widerconsumer interest in the year ahead.

　　There’s even more in store brands Private label brands have achievedsignificant growth with organic and natural products. Eighty-five percent ofconsumers say they trust private labels, and 81% say they purchase private labelproducts on every shopping trip. This is a space that’s primed for plant-basedproducts to drive even more growth.

　　Comfort is king As meat analogues become more common, a growingopportunity in the plant-based category will be comfort food. Consumers—especiallythose with children—will be looking for plant-based versions of family-friendly foods,including chicken nuggets, mac and cheese and pizza.