This document discusses plant-based proteins and trends in their use. It finds that wheat and soy proteins are most commonly used but that pea and rice proteins are growing rapidly. Consumer interest in flexitarian diets is driving demand for alternative protein sources. While transparency around ingredients is important to gain consumer trust, adventurous consumers are willing to try new plant proteins. The rise of plant-based diets in developed markets will likely lead to declining animal protein use and growing plant protein demand.
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• Protein buzz is encouraging interest and use of new proteins. Increased demand for protein has led to a
growing need for non-animal protein to meet increased global demand for protein.
• Wheat and soy proteins are the most common plant-based proteins used in global food and drink
launches.
• Rise of ‘flexitarian’ diets is seeing more consumers turning to alternative sources of protein. The health
benefits from a flexitarian diet will continue to drive interest in plant-based proteins. Emerging allergen-
free plant proteins, such as pea and rice protein, could provide competition for soy protein and wheat
proteins.
• Today’s adventurous consumers are willing to try new proteins. However, as ingredient phobia has led
to reformulation of products to remove well-established ingredients, plant-proteins will need to proceed
with caution in order to gain consumers’ trust.
• Transparency will be critical to the success of plant-based proteins as consumers’ continue to be wary
of the ingredients that go in their food.
Plant-based protein overview
4. 4
Consumers are familiar with various plant-based proteins
Base: internet users aged 18+ (2000 in US, 1500 in UK, 2002 in Germany) and 3,000 internet users aged 20-49 in China
Note: This is a marketing intelligence report published by Mintel. The consumer research exclusively commissioned for this
report was conducted by a Chinese licensed market survey agent (see Research Methodology China for more information).
Source: Mintel
5. 5
Global ingredient activity: plant-based protein innovation
• Between 2012 and July 2015, 7% of global food and drink launches used a vegetable protein
ingredient and 4% used a cereal protein ingredient. Wheat proteins are the most common plant-
based protein ingredients used, followed by soybean proteins.
• Between 2012 and 2014, use of wheat proteins increased 20%, maize proteins increased 11%, and
soy proteins increased 5%.
• Albeit from a small base, pea proteins and rice proteins saw the most growth between 2012 and
2014, increasing 92% and 87%, respectively.
*Note: includes all children ingredients, 2015 includes January to July
Source: Mintel GNPD
6. 6
Ingredient activity of top plant-based proteins by category
• Wheat protein is mostly used in bakery category whereas soybean proteins are mostly used in
processed fish, meat & egg products.
• Although rice protein is used in less 1% of global food and drink launches, snacks and other
beverages are the most common categories for rice protein.
*Includes all children ingredients
Source: Mintel GNPD
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*Top three plant proteins used in regional plant-based protein food and drink launches, 2012- July 2015
Source: Mintel GNPD
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Ingredient activity: Wheat proteins
Gluten is the primary wheat protein ingredient, used in 82% of global food and drink products
containing a wheat ingredient launched between 2012 and July 2015. Gluten is also the top wheat
ingredient used in all food and drink launches, found in 3% of global food and drink launches, driven
by its use in the bakery category.
Source: Mintel GNPD
9. 9
Product examples: Wheat protein in top three categories
Franprix Wholegrain Soft Bread
with Oat Flakes (France) uses
wheat gluten.
Asda Chosen By You Vegetarian
Chicken Style Balti & Rice (UK) uses
wheat protein and soy protein to
create a vegetarian prepared meal.
Lay's Max Peppers Flavored Potato
Chips (Slovakia) uses wheat
protein hydrolysate as part of the
flavoring blend.
• Wheat protein commonly found in bakery, meals & meal centers, and processed fish, meat and egg
products.
• Gluten is mostly used in the bakery category, but also found in other categories such as meals & meal
centers, snacks, or processed fish, meat and egg products. Wheat gluten adds both protein and
functional benefits to food products by improving water absorption and can be used for its binding and
emulsifying properties, especially in vegetarian applications.
• Wheat protein hydrolysate is primarily used in meals & meal centers, snacks, sauces and
seasonings, and soup to add flavor.
Bakery Meals & Meal Centers Snacks
Source: Mintel GNPD
10. 10
Ingredient activity: Soybean proteins
Soybean proteins, isolated soybean protein, and hydrolyzed soybean protein have been the top three
soybean protein ingredients used globally in food and drink launches that contained a soybean
protein ingredient between 2012 and July 2015.
Source: Mintel GNPD
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Product examples: Soybean proteins in top three categories
ICA Gott Liv Soya Balls
(Sweden) is suitable for ovo-
vegetarians, rich in protein and
contains iron and vitamin B12.
This product uses rehydrated
wheat protein, rehydrated soy
protein, and egg protein.
thinkThin Brownie Crunch High
Protein Bar (US) is a low GI
product made with non-GMO soy
protein isolate and whey protein
isolate to provide 20g protein per
bar.
Lean Cuisine Comfort Grilled
Chicken Caesar (US) uses
isolated soy protein in the chicken
marinade to improve the meat’s
texture, moisture, and yields.
• Soybean proteins as an ingredient are most commonly found in processed fish, meat & egg
products (33%) and snacks (20%).
• Isolated soy protein is most often found in snacks (32%) and processed fish, meat & egg products
(23%) as this ingredient is used to add protein and/or improve texture of formed products.
• Hydrolyzed soy protein is most often found in meals & meal centers (25%) and snacks (24%), as
this ingredient is used for flavor.
Processed Meat, Fish,
Egg Products
Snacks Meals & Meal Centers
Source: Mintel GNPD
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Key issue: US Millennials more likely to avoid soy
• Soy-based items likewise are contending with negative health perceptions, in their case stemming
from studies relating soy consumption to an increased cancer risk, even though soy proponents
have noted the studies have not indicated even cancer patients or survivors should avoid
whole soy foods.
• Younger consumers in the US who are more likely to eat meat-alternatives are also more likely
look for alternatives to soy in their efforts to find protein.
Base: Internet users aged 18+
Source: Mintel Reports Free-from Food Trends- US, May 2015, The Protein Report: Meat Alternatives – US, January 2015
13. 13
Ingredient activity: Maize proteins
Maize protein hydrolysate, maize protein, and maize gluten have been the top three maize protein
ingredients used globally in food and drink launches that contained a maize protein ingredient
between 2012 and July 2015.
Source: Mintel GNPD
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Maize protein hydrolysate is used most often in meals & meal centers (25%), processed fish, meat and
egg products (22%), and snacks (21%). Maize protein is most often used in meals & meal centers (20%),
snacks (20%), and processed fish, meat and egg products (18%). Maize gluten is commonly found in
meals and meal centers (34%) and sauces & seasonings (15%).
Product examples: Maize protein in top three categories
Kraft Velveeta Cheesy Bowls
Bacon Mac and Cheese (US)
uses hydrolyzed corn
gluten for flavor.
Rema 1000 Grill Nordfjord Lamb
Sausage (Norway) uses corn
protein along with milk protein
and rapeseed protein.
Target Double Delight Caramel
Coated & Cheddar Cheese
Popcorn (Australia) uses
hydrolyzed maize protein for
flavor.
The majority of maize proteins used are hydrolyzed proteins used for flavor. Between 2012 and July
2015, 98% of maize protein hydrolysate, 80% of maize protein, and 88% of maize gluten used
hydrolysis ingredient preparation tag.
Meals & Meal Centers Processed Fish Meat & Egg
Products
Snacks
Source: Mintel GNPD
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Ingredient activity: Pea proteins
Pea protein, pea protein isolate protein, and pea protein hydrolysate have been the top three pea
protein ingredients used globally in good and drink launches that contained a pea protein ingredient
between 2012 and July 2015.
Source: Mintel GNPD
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Pea protein shines in free-from products
Cultured pea protein positioned as
a dairy and soy-free dessert.
Made with pea protein and
modified food starch that is free
from cholesterol, egg, soy, gluten,
and lactose.
Uses pea protein isolate and
ancient grains to provide 10g of
plant protein per serving. The
product is free from gluten, dairy,
and soy.
Food allergies, intolerances, and sensitivities continue to be a growing problem. Between 2012 and
July 2015, 44% of pea protein food and drink launches made a low/no/reduced allergen claim. In the
UK, 14% of consumers avoid soy but only 4% do so because they or a member of their household
has a food allergy or intolerance.
VBites Wot, No Dairy?
Peach and Apricot
Dessert (South Africa)
Hampton Creek Just Mayo
Garlic (US)
Health Warrior Honey
Almond Chia Protein
Bar (US)
Source: Mintel GNPD, Mintel Food & Drink’s Pea protein stand out for its versatility and free-from claims
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Ingredient activity: Rice proteins
Go Natural Almond, Cranberry &
Pepita Nut Delight Snack Bars
(Australia) blends nuts, seeds, and
fruit together and contains 2%
brown rice protein.
Bounce Coco-Berry Vitality Burst
Ball (Canada) is free from gluten
and dairy. This product uses rice
protein concentrate and contains
4g of protein per 42g serving.
Purely Inspired Chocolate Protein
Nutritional Shake (Canada) is a
vegan friendly 100% plant-based
product that uses pea protein, alfalfa
protein, and rice protein.
• Rice protein and rice protein concentrate have been the top two rice protein ingredients used globally
in food and drink launches that contained a rice protein ingredient between 2012 and July 2015, used in
81% and 14% of these launches, respectively.
• Most of these launches were in the snacks and other beverage categories. During this time period, 63%
of rice protein containing global food and drink launches were in the snacks category, followed by 15% in
the other beverage category.
Snacks Snacks Other Beverages
Source: Mintel GNPD
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Plant-protein drinks are popular in China
In China, 93% of internet users living in tier one-to-tier three cities have drunk various plant protein
drinks. The plant protein drink market has shown steady and healthy growth in both value and volume
terms in the past five years with a CAGR of 18.5% and 17.6% respectively, much higher than its closest
rival, the milk and flavored milk market.
Source: Mintel Report Plant Protein Drinks – China, January 2015
Note: This is a marketing intelligence report published by Mintel. The consumer research exclusively commissioned for this
report was conducted by a Chinese licensed market survey agent (see Research Methodology China for more information).
Base: 2,805 internet users aged 20-49 who have drunk PPDs in the six months to October 2014
Source: QQ Survey/Mintel
19. 19
Key issue: Part-time vegetarians seek non-animal protein sources
Termed “Flexitarians,” more consumers are adopting part-time vegetarian diets that encourages the
use of non-animal proteins. In the US, only 5% of respondents indicate they are vegetarians, yet 59%
report they consume some form of meat alternative, including eggs, at least a few times a week.
Levels of vegetarianism across Europe are relatively low, ranging from 4-7%. However, many
consumers claim to be reducing their meat consumption, with 31% of Germans, 38% of French and
45% of Italians all claiming to be actively reducing their consumption of, or avoiding, red meat.
Plant proteins most widely used and accepted in China, driven by soy’s long history of use. The
familiarity of plant proteins should help increase acceptance and uptake outside of Asia,
communicating the nutritional value of plant protein will help increase its appeal.
Note: This is a marketing intelligence report published by Mintel. The consumer research exclusively commissioned for this
report was conducted by a Chinese licensed market survey agent (see Research Methodology China for more information).
Source: Mintel Reports The Protein Report: Meat Alternatives – US, January 2015
Base: internet users aged 18+ (2000 in US, 1500 in UK, 2002 in Germany) and 3,000 internet users aged 20-49 in China
Source: Lightspeed GMI/QQ Survey/Mintel
20. 20
Plant-based protein catering to vegetarians, vegans, and flexitarians
Commensal VG Thai Delight Meal
(Canada) uses seitan made from
wheat proteins.
Vegafit Vegan Grilling Selection
(Germany) is a made from a
wheat protein base.
Vivera Vega Vegetarian Balls (Czech Republic) is a protein-rich
meat substitute that uses soy, wheat and corn protein.
48% of UK
consumers see
meat-free products
as environmentally-
friendly.
86% of Chinese
consumers have
eaten plant proteins.
36% of US meat
alternative
consumers eat meat
alternatives in place
of real meat.
Source: Mintel Reports Meat-free and Free-from Foods – UK, September 2013 and The Protein Report: Meat Alternatives –
US, January 2015
Note: This is a marketing intelligence report published by Mintel. The consumer research exclusively commissioned for this
report was conducted by a Chinese licensed market survey agent (see Research Methodology China for more information).
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Key Issue: Ingredient phobia
As ingredient phobia has led to reformulation of products to remove well-established ingredients,
plant-proteins will need to proceed with caution in order to gain consumers’ trust. Indeed, 42% of US
meat alternative consumers think these products are too processed and 72% think it’s important to
know what these products are made of.
Base: 1,140 internet users aged 18+ who eat/use meat alternatives, excluding eggs
Source: Lightspeed GMI/Mintel, Mintel Reports: The Protein Report: Meat Alternatives - US, January 2015
22. 22
Developed markets
Rise of flexitarian,
vegetarian & vegan
diets will encourage
decline in animal-based
protein & rise in plant
sourced protein.
Emerging
markets
Significant growth in
dairy and meat-based
protein.
East vs West
Consumers in the East
are a lot more open to
new or unusual protein
ingredients.
Transparency around
ingredients & education
is crucial to win over
consumers in the West.
Important global differences on protein
