Protein Today - ADM 2019 - 2

in following a healthy living and/or healthy aging
lifestyle.
Brands that help consumers make the connection between health and wellness and real, fresh
and varied foods can reap real benefits. According
to a recent report on "Consumer Product Trends:
Navigating 2020" from Deloitte Insights, the second leading undercurrent of the coming year will
be the trend of health, wellness and responsibility
as the new basis of brand loyalty.
As consumers choose foods and beverages
- and brands - based on health and wellness,
more of them are toggling between traditional
animal-based proteins and plant-based proteins.
According to the ADM OutsideVoice™ Protein
Perception and Awareness Study from May 2019,
44% of U.S. consumers report that they are "flexible protein enthusiasts", while only 7% describe
themselves as "plant-forward protein seekers"
and 8% say they are "plant-based protein purists."
Rounding out the base of consumers who say
they choose alternative proteins, 41% identify as
"free-spirited consumers" who essentially eat whatever they want.

HOLISTIC
HEALTH
84% of Americans
believe mental
and emotional
balance are as
important as
physical health.
Source: Hartman Group 2019

SHIFTS IN CONSUMER
ATTITUDES AND PREFERENCES
Recent data confirms that health and wellness
concerns are driving not just buzz, but actual sales
of plant-based products.
According to an annual food and health survey
conducted by the International Food Information
Council Foundation (IFIC), 51% of U.S. consumers

say they are interested in learning more about
plant-based diets and 34% report eating plantbased protein at least once a day.
In addition to plant-centric and plant-forward
foods, plant-based alternatives are muscling in on
animal-based proteins. More than half - 51% - of
consumers say that they have purchased plantbased milk, meat or dairy alternatives in the past
year. Source: Food & Technology 2019 report
If 2020 predictions are any indication, consumers' purchase of plant-based products will continue. In its anticipated trend forecast for the next
year, Whole Foods projects that plant-based foods
will continue to boom. Innova Market Insights also
predicts that innovations in plant-based foods will
continue to flourish in the coming year as such
items become more mainstream and as companies
take up the challenge to deliver more products
with improved nutritional profiles.

THE PLUS: POSITIVE NUTRITION AND
FUNCTIONAL BENEFITS
As the appetite grows for plant-based, protein-rich foods, so too does the opportunity for
products with additional holistic health and wellness benefits for the consumer. If you're going to
eat a plant-based burger, shouldn't you choose
one that maximizes functional ingredients? Why
not pick a nutrition bar packed with a host of nutritionally positive ingredients?
Ultimately, the question becomes, "What does
this food do for me?"
Already, consumers are showing a penchant for
such choices. According to the Hartman Group's
"Protein Occasions" Report from May 2019, consumers of plant-based products are seeking functional benefits like improved heart health, lower
cholesterol and better digestion, along with positive nutrition attributes such as high fiber, whole
grains and calcium. At the same time, as long as
they are opting for healthy plant-based foods, they
want to cut down on what they perceive to be negative substances, such as large amounts of sugar
and artificial or nutritionally-empty ingredients.
Moderation is important to plant-based consumers,
in terms of sugar, fat and calorie content.
A variety of ingredients can be incorporated into
products to deliver the protein-plus profile that's
important to health-minded consumers. In addition
to plant-based proteins like soy protein, people are



Protein Today - ADM 2019

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