Alternative proteins have grown increasingly popular over the last decade as consumers look for options that fit vegetarian, vegan, or even ‘flexitarian’ diets as part of a larger shift toward healthier lifestyles. So why has the category declined over the last year?
According to Mintel, the plant-based proteins market in the US alone was $1.255 billion in 2024, but the category has declined more than 9.6% over the past year.¹ More than a quarter of US consumers say that they are limiting or eliminating animal proteins from their diet, yet the decline for plant-based proteins persists.¹
Research from a 2024 Mintel report indicates that flavor is a big part of the category’s decline, with 52% of US lapsed plant-based meat consumers citing taste as the reason why they no longer purchase plant-based proteins.²
Despite this sharp decline, there is still a significant need to decrease meat consumption. While there are considerable health and nutrition benefits to consumers in reducing meat consumption, the booming world population and climate change are straining resources for producing animal proteins at an unsustainable level.
The food industry is faced with the challenge of turning the plant-based protein category around and offering great-tasting new products that can entice consumers away from animal proteins.
The problem with plant-based proteins
One of the biggest challenges with plant-based proteins is that these foods are typically compared with animal proteins and consumers already have a strong preference for traditional meat and dairy products.
Many plant-based protein products in the past have been highly processed, with an unpleasant texture and an artificial flavor profile lacking the savory taste and mouthfeel of traditional meat. These sensory issues, combined with concerns about the nutritional profile or additives in these products, present a major obstacle for food brands.
Heating up the plant-based category through flavor science
To succeed in a struggling market, plant-based protein brands must deliver high-quality products that are satisfying and taste great, leading the category to rely on flavor science innovations that create authentic tasting meat alternatives.
A key leader driving innovation in plant-based proteins is California-based T. Hasegawa, one of the world’s leading food and beverage flavor manufacturers. Recently, the company introduced PLANTREACT™, a natural flavor technology designed to replicate the savory taste of animal proteins in plant-based foods.
Using advanced reaction flavor techniques like Maillard reactions and biotransformation steps like enzymolysis, and fermentation, this technology delivers authentic chicken, beef, and pork profiles in vegan applications, ensuring plant-based products taste just as rich and satisfying as their animal-based counterparts.
“Animal proteins have very complex flavor profiles that change significantly with the reaction processes involved in the cooking process, so the challenge is producing food from plant-based proteins that mimic this complex flavor after preparation and heating,” says Mary Maier, Director of Flavor Creation at T. Hasegawa USA.
“Consumers are looking for plant-based products that do not compromise on any aspect of the taste experience in animal proteins – whether it’s flavor profile or rich, satisfying mouthfeel. That high consumer expectation was the reason for developing this technology.”
Development of plant-based proteins is largely influenced by the Maillard process, a naturally occurring chemical reaction that happens after heating foods. The natural amino acids, sugars, and proteins interact with the flavor compounds in raw meat during the cooking process, producing a browning effect that is the main source of flavor, aroma and texture in traditional prepared meat.
This presents some development hurdles for plant-based proteins because these molecules and flavor compounds aren’t naturally present and need to be carefully added by flavorists and optimized to produce the same savory taste that consumers demand.
Changing consumer tastes in protein
Another challenge facing the plant-based protein market is the deep association with health and wellness for many consumers. While the connection with healthier eating has greatly benefited plant-based proteins as a category, the appeal for these products has not been the taste or texture.
According to 2024 Mintel research, 61% of consumers consider meat ‘flavorful’ while only 18% consider plant-based meat alternatives to be equally flavorful.³ This presents a considerable challenge to brands who need to overcome these deeply rooted consumer perceptions and produce plant-based proteins that offer a healthy alternative to meat, without compromising flavor.
In many cases, plant-based proteins aren’t even being consumed in place of animal proteins. In fact, only 4% of consumers are replacing traditional animal proteins with a plant-based equivalent, suggesting that brands should reevaluate the role of plant-based proteins and broaden the types of products within this category.¹
Exploring new possibilities with plant-based drinks
While meat alternatives led the plant-based protein market growth over the last decade, the category is expanding with new plant-based products that still deliver on consumer aspirations for health and wellness.
One such example is plant-based drinks, including dairy alternatives. Consumers rate the taste of dairy alternatives much higher than meat alternatives, with 47% of consumers purchasing plant-based dairy because it tastes good.⁴
This trend is even growing more significantly among younger generations who have grown up with greater availability of plant-based options such as nut milks and coconut milk. These options are being utilized in the development of a broad array of dairy alternative products, ranging from coffee creamers to ice creams, shakes, and even alcoholic beverages such as chocolate cocktails.
While plant-based dairy alternatives still require careful development to ensure an enjoyable taste, the flavor profile is less of a challenge than replicating the satisfying richness of dairy products. T. Hasegawaga developed a variation of its PLANTREACT technology specifically for milk flavors.
“Part of what we love in dairy products is a rich, satisfying mouthfeel, so our newest technology ensures that a plant-based dairy formulation doesn’t lose this critical tonality that is part of the appeal with dairy products,” explains Maier.
“This technology helps brands create plant-based options that replace dairy while delivering exceptional taste and upholding a clean label.”
Food and beverage brands who are looking to leverage the latest in flavor science to take their product to the next level of flavor can explore the possibilities by contacting T. Hasegawa USA, or by calling (866) 965-0502.
References
- Mintel. Plant-based Proteins.
- Mintel. What’s Next Now the Plant-Based Bubble Has Burst?
- Mintel. Plant-based Proteins on the Menu.
- Mintel. Plant-Based Drinks: The Next Craveable Treats.
