Not just for vegans: MycoTechnology spotlights evolving plant protein market

29 Sep 2023 --- A MycoTechnology commissioned survey reveals a demographic shift for users of plant-based proteins – from vegans and athletic consumers to the mainstream. The mushroom mycelial fermentation specialist’s next-generation plant proteins, FermentIQ PTP, a pea and rice protein blend fermented by mushroom mycelia, is set to meet the growing demand.

A survey featuring 725 participants shows that plant protein powder is no longer exclusive to vegans and athletes, with significant numbers of mainstream consumers shopping the category.

About 34% of respondents describe themselves as “early adopter” consumers and 31% as “early majority” shoppers, indicating a shift for plant protein powder into a more mainstream demographic.

“Early adopters are consumers that pay close attention to the latest well-being trends in order to improve their health, and are usually among the first groups to adopt new product categories,” Jonas Feliciano, marketing director of MycoTechnology, tells Nutrition Insight. “Early majority consumers are focused on supporting their health through “better” ways or trying new ‘proven’ ways, but typically adopt products later on, once there is more awareness and momentum.” 

“Our research shows that 31% of plant protein powder consumers fall into the “early majority” category, indicating that the market is growing and maturing beyond the “innovators” and “early adopters” that are focused on trends, and is attracting a wider range of consumers.”

About 17% of the respondents identify as vegan, while 38% say they mixed their powders with dairy milk, indicating they buy them for reasons other than dietary lifestyle choices. “The fact that so many blend their plant protein powder with milk is a strong sign that non-vegans consider plant protein to be a conventional product and a key part of a healthy diet,” Feliciano explains. 

In addition, suppliers anticipate that future plant protein product rollouts will feature increasingly hybrid formats that blend conventional soy and pea protein with fermentation-derived components and even cell-based ingredients.

Amino acids to the rescue
Plant-based protein users are a young, affluent group that prefers cleaner eating with no sugar added in their foods, all-natural, preservative-free and they are willing to pay for high-quality products with a strong health profile. This consumer group is also likely to use functional ingredients, such as mushrooms and adaptogens.

“There has been some speculation in recent years that plant-based proteins are part of a trend that is likely to fade, that they are only appealing to small markets like vegan consumers or athletes, or that they are viewed as inferior to animal proteins,” Feliciano notes. 

“However, our research shows that many different types of consumers are interested in using plant-based protein powder to improve their overall health, and that the market has more longevity and staying power than previously thought.”

MycoTechnology’s plant proteins provide the essential amino acids and have a protein digestibility corrected amino acid score (PDCAAS) of 1.0 for people aged three and up. The fermentation technique using mushroom mycelia enhances digestibility.

The company’s product portfolio includes ClearIQ flavor, a range of transformative mushroom-derived flavor modulation tools that decrease the perception of bitter and off-notes, enable the formulation of products with higher nutrient density and reduce salt and sugar across a wide range of applications.Many mainstream consumers now shop the plant protein powder category (Credit: Julianna Nazarevska/Getty Images). 

MycoTechnology’s proprietary process deodorizes and de-flavors the plant proteins, creating more neutral-tasting proteins. In addition, ClearIQ is a natural, clean label bitter blocker and flavor clarifier.

Meanwhile, a new technique developed by researchers at the University of Leeds in the UK could make plant-based meat alternatives more appealing to consumers by enhancing their texture and mouthfeel. The method involves creating tiny gel-like particles from plant proteins and water, which mimic the sensation of fat and juiciness when eaten.

Survey outcomes
Fewer than half of the respondents in the survey, 46%, identified as athletes, even though as many as 77% of them say they exercise at least three times a week. The majority, about 93%, stated that they exercise to support their mental health.

“Most notably, all but a few of the respondents to our survey said they considered protein quality and flavor to be of the utmost importance. Feliciano explains that the successful plant proteins of the future can tap into the needs and preferences of these highly discerning consumers,” Feliciano explains.

Regarding product quality, plant-based protein powder consumers are in broad agreement. 

Roughly 92% say they would find a product more appealing if it offered higher quality protein, with 91% attracted by a more complete protein. Beyond nutritional factors, 91% of respondents say they favor products that promise a better taste.

Further to this, protein products are expanding into new consumer groups, benefiting from a growing interest in holistic health.

Last year, DSM unveiled Vertis Textured Pea Canola Protein, which the company says can overcome a significant gap in plant-based nutrition. It features unique textural benefits and is gluten-free and dairy-free.

By Inga de Jong