As the world grapples with difficult questions about the climate crisis, sustainability, health and nutrition, the need to develop a more secure food system is an imperative. Pippa Haupt explores ADM’s Alternative Protein Deep Dive Report into the potential for the sector to play a role.
The World Food Programme estimates that 345 million people in 82 countries are facing acute food insecurity. Therefore, expanded protein options are becoming crucial to ensuring a more resilient food system for the generations ahead.
In response, global nutrition specialist ADM’s latest 2023 Global Trends Report looks at where opportunities lie for the future of alternative proteins while emphasising that the need for expanded protein choices is growing.
Drawing on its alternative protein experience and knowledge, combined with its proprietary, in-depth consumer and market insights, ADM says there are four factors that will expand the alternative protein landscape while addressing concerns, demands, and gaps now and into the future.
1. Anticipating the Next Wave of Advancements
Over the next several years, ADM expects to see an increased acceptance of protein options derived from fermentation, because they have already sparked growing interest among consumers.
ADM vice president, Food - Asia-Pacific, Parth Patel said that as the world’s population grows, advancements in new technologies are intended to support a wide array of alternative protein sources that will be critical to feeding a growing population.
“In addition to driving affordability and supporting a resilient food system, innovation in technology also provide greater options for consumers,” said Patel.
Globally, people are generally willing to try next-generation alternatives, but receptivity is largely driven by perceptions of how “close to nature” new technologies are.
Hybrids can help bring together the familiar (plant-based sources) and the novel (precision fermentation and cell cultivation).
When asked about their awareness of novel sources and technologies, consumers reported knowing a little bit or having heard of them, but generally not knowing much.
Cultured meat and biomass fermentation garnered the most awareness amongst consumers.
The opportunity for plant-based, cell-cultivated and fermentation-derived protein hybrids to pave the way for consumer acceptance of both near-term and next-generation protein offerings is heightened by this trend, the report says.
In the future, hybrids will be key in making cultivated protein options more accessible to mainstream consumers as advancements in the technology continue.
2. Championing Consumer Adoption
The adoption of alternative protein will not succeed if it doesn’t meet consumers’ high expectations for taste, texture and nutrition. ADM says that while environmental factors are top purchase drivers for plant-based alternatives, taste, texture and nutrition must continue to advance to encourage uptake.
It stressed that to solve today’s consumer experiences, taste, texture, and nutrition need to be addressed. Merging what consumers want with effective communication will help encourage the adoption of protein alternatives or hybrids.
Almost three quarters(73 per cent) of global plant consumers believe that taste and nutrition are equally important, reflecting an increase in the significance of these factors over the last three years.
At the same time, there is favourable progress being made in sensory attributes, with global plant consumers stating that improved taste and texture is motivating them to consume more plant-based products.
Meeting these consumer demands is becoming more achievable through the use of emerging and well-known protein sources like soy, oat and pea. For ADM, the continued refinement of taste, texture and nutrition in current products is crucial to setting the foundation for the future innovations that come next.
At the same time, hybrids of lesser-known alternative proteins and novel options such as fermentation and cell cultivation can help progress consumers’ understanding and acceptance of new food science and technology.
Combining the novel with the ‘normal’ makes the new feel more familiar while using the best qualities of each protein to optimise taste, texture and nutrition.
Categories like dairy and specialised nutrition that already use ingredients madeby fermentation encourage people to consider fermented options in other categories.
It also offers a solution for specific dietary concerns like lactose intolerance and high cholesterol, with minor flavour modifications.
Regarding the potential of cell-cultured meat, ADM anticipates that whole muscle cuts of beef, chicken and fish-like foods will lead the way.
The cell- cultured chicken category is expected to grow particularly fast, with a focus on dark-meat options.
“Consumers want to know where their food comes from, who made it, and precisely what ingredients are included. Companies can help to accelerate consumer adoption by establishing trust and traceability through transparency to address their desire for a connection with the food and communities that grow or make it.
“If addressed, consumers will be more open to supporting companies that utilize technology as they will be perceived as honest, authentic, and allow the traceability of products and ingredients to their origins,” said Patel.
3. Bridging the Gap to Better Nutrition
While health and nutrition remain top motivators for plant consumers (flexitarians, vegetarians, vegans), focus on protein options that deliver key attributes such as added protein, less fat, or digestive support is growing.
When asked about their preferences for future alternative protein innovations, 44 per cent of plant consumers said they wanted plant-based products with an enhanced nutritional profile, a factor ADM says has been on the rise since 2020.
Alternative protein foods that target specific nutrition needs and provide an exceptional sensory experience can pave the way for greater consumer acceptance, the report found.
Patel says there is no global one-size-fits-all approach when it comes to alternative protein innovation.
“It is important to focus on regional nuances, including familiar taste, preferred formats and the type of plant-forward foods or beverages.
“For example, we partnered with a leading meat alternative company in the ANZ region to develop plant-based tenders which meet consumer expectations surrounding texture, taste and nutrition. This innovation not only enabled the brand to secure a larger market share in the region but also paved the way for the development of more plant-based alternative protein products which deliver optimal nutrition while aligning with consumer demands of sustainability,” said Patel.
ADM's report also found 43 per cent of consumers believe it is healthier to get protein from a wider variety of protein sources, and that eating more plant- based options helps improve overall health.
Food diversity can be a key indicator of diet quality, something that ADM says many people around the globe lack.
By building multi-functional alternative protein options, incorporating things like fibre, microbiome-supporting solutions, and botanicals, manufacturers can help meet consumer demands for expanded food and nutrition optionality, and make protein alternatives more attractive.
Patel says today’s consumers understand that their food and beverages can support their unique lifestyle and activity habits. In fact, 63 per cent of global consumers say they are interested in food and drink products that are customised to meet their individual nutritional needs
“In addition, 55 per cent of global consumers say they are willing to spend more on functional foods that can support their health and wellness goals . As specific countries and regions have their own set of criteria to meet before fully accepting alternative proteins, including regionalised preferences of format and type of plant-forward foods or beverages, a global one-size-fits-all approach to protein accessibility is not an option,” said Patel.
More than half of global consumers agree they are willing to drastically change their lifestyle to live in a more environmentally friendly way, but for revolutionary alternative protein technologies to become mainstream – and reach their full potential as a sustainable food solution – ADM says not only do they need to taste good, have pleasing texture, and provide nutrition; they have to be accessible.
“As consumers seek nutritious products to help meet a wide array of very targeted functional goals, developers must offer personalised solutions that support multiple aspects of consumers’ wellbeing,” said Patel.
ADM says that globally, real per capita disposable income growth is flat to negative, except in the APAC region.
Relying on limited protein sources can put a strain on the environment. ADM says that by leveraging and elevating locally sourced solutions and expanding regional capabilities, the industry can help solve the nutritional, accessibility and sustainability challenges of each region while addressing food supply challenges.
“The development of tailored and affordable applications for and by the local markets are crucial to overcoming potential supply chain challenges. By leveraging and elevating locally sourced solutions and expanding regional capabilities, the industry can help solve the nutrition, accessibility and sustainability challenges of each region, as well as address food supply challenges,” said Patel.
Diversifying resources can help to reduce environmental impact, and leaning into regional strengths in agriculture, production and technologies can help scale novel protein sources quicker, while also meeting consumer demands for taste, texture, nutrition and sustainability.
This story first appeared in the August-September edition of Food & Drink Business magazine.
