Packaged Facts: Plant Protein Fit For a President

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Aug 11, 2016, 09:23 ET

ROCKVILLE, Md., Aug. 11, 2016 /PRNewswire/ -- The news cycle has rightfully been dominated by coverage of the race to the White House. But what's often lost among the usual political posturing, campaigning, and debating is that one of the candidates is married to a person who is arguably the world's most famous vegan—or at least the most famous pseudo-vegan.

Former president Bill Clinton has spent several years candidly discussing his healthier lifestyle since leaving Oval Office. Chief among the ex commander-in-chief's healthier choices was adopting a (mostly) vegan or flexitarian lifestyle. Heart-related health problems motivated Clinton to change, and back in February of this year he again opened up about the critical role veganism has played in keeping him alive and well.

"Despite having added an occasional meal of fish or lean animal protein to his diet, Bill Clinton may still be the world's best walking billboard for promoting a vegan lifestyle," comments David Sprinkle, research director for market research firm Packaged Facts.

Besides the staple fruits and vegetables key to any vegan or flexitarian lifestyle, Clinton has also commented that beans and legumes—both excellent sources of plant protein—are essential to his diet. Clinton also avoids dairy, opting instead for the fashionable choice of almond milk in his protein smoothies. Who knew the 42^nd president could be so trendy?

In reality Clinton is just one of many Americans—both celebrity and otherwise—who champion the benefits of reduced meat consumption. In the report Food Formulation and Ingredient Trends: Plant Proteins, Packaged Facts' survey data found that younger U.S. adults are especially likely to specifically seek out vegetarian protein sources. Some 37% of adults between ages 25 to 39 seek out plant protein while 22% of adults under age 25 claim to do the same.

Clinton is somewhat of an anomaly among adults in his age demographic, as only 8% of Americans age 55+ seek out vegetarian protein sources. Alarmingly less than 20% intentionally seek out protein of any kind (be it animal or vegetable). Packaged Facts recognizes the low level of protein-seeking behavior indicated by those ages 55 and up as an opportunity for food and beverage manufacturers to target and educate this group about the benefits of protein in general to help address sarcopenia, the loss of muscle mass that occurs with advancing years.

Fortunately, marketers have proven willing to do their part to help make vegan, vegetarian, and flexitarian lifestyles both more convenient and more palatable. Packaged Facts points out that efforts to help Americans reduce meat consumption are evident in the number of biotech-savvy companies now developing more sophisticated meat alternatives, primarily vegan, and expansion of existing brands and product lines offering meatless products.

"Interest in plant protein ingredients continues to intensify among consumers, food manufacturers and foodservice operators alike," says Sprinkle. "Soy continues to dominate in terms of volume. However, desire for clean label, vegan protein ingredients that are non-GMO, gluten-free, highly sustainable and contain no major allergens while also providing variety in taste, texture, appearance, nutrition and cost is driving interest in a wide range of plant protein ingredients."

Packaged Facts anticipates that the recent surge in demand for pea protein concentrates and isolates is indicative of the future for pulses generally in the coming years. Not insignificant is that 2016 was declared the International Year of Pulses by the United Nations at a time when hummus popularity is at an all-time high in the United States, helping to increase consumer awareness of chickpeas and other pulses. Beyond pulses, ancient grains, seeds and nuts continue to be protein ingredients of choice for many processors looking for whole food protein sources that add desirable textural characteristics and enhance overall appearance. Brown rice protein is picking up steam and newer-to-the-U.S.-market plant protein ingredients gaining attention for their nutritional value and sustainability include hemp, sacha inchi and aquatic plants.

Food Formulation and Ingredient Trends: Plant Proteins offers a future-focused, in-depth view of plant protein ingredients and reviews some of today's most innovative food and beverage product trends in emerging and rejuvenated categories at retail. It also explores current plant protein concepts and menus in foodservice and provides insights into consumer attitudes and behaviors related to protein ingredients in general while focusing specifically on plant proteins. For more information on the report visit: http://www.packagedfacts.com/Food-Formulation-Ingredient-9820141/.

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About Packaged Facts – Packaged Facts, a division of MarketResearch.com, publishes market intelligence on a wide range of consumer market topics, including consumer demographics and shopper insights, consumer financial products and services, consumer goods and retailing, consumer packaged goods, and pet products and services. Packaged Facts also offers a full range of custom research services. Reports can be purchased at www.PackagedFacts.com and are also available on www.marketresearch.com and www.profound.com.

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SOURCE Packaged Facts