May 25, 2021
Alt Protein Conversations: Leaders and Losers
Intel Distillery data indicates that the health aspect of alternative proteins permeates industry leader conversations, in contrast to the mainstream focus on environmental benefits. The fact that the category is referred to as “alternative protein” positions products in a nutrition-forward light. Brands that overlook this miss out on a built-in marketing advantage. Recent events that drove health conversations include:
- The New York Times publishing a buyer’s guide for plant-based milks based on nutrition profiles.
- Reducetarian Foundation President Brian Kateman addressing trade-offs between nutrition and flavor.
- Researcher Gregg Sparkman, PhD, explaining that perceived health benefits help to drive incremental shifts away from traditional meat products.
In the past month, discussions about investment in the category and channel availability gained steam:
- Gathered Foods, Hungry Planet and Eat Just raised additional capital.
- Impossible Foods reportedly prepared for an IPO and secured Child Nutrition Labels, opening the door for sales in school cafeterias.
- Target expanded its private-label plant-based protein portfolio.
This content was developed in partnership with Alt-Meat, a multimedia brand covering a myriad of topics in the meat alternatives market from a business point of view. For more information, visit Alt-Meat.net.
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