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Plant protein powder has transcended its niche as a dietary supplement for vegans and athletes, becoming increasingly popular among mainstream consumers, according to a recent study commissioned by MycoTechnology, an innovator in mushroom mycelial fermentation.
The study, conducted by the Brightfield Group in the first quarter of 2023, examined 725 plant protein powder users, yielding intriguing insights into shifting consumption patterns.
Surprisingly, only 17% of the respondents identified as vegans – challenging the current notion that plant protein is primarily tailored for this demographic. Additionally, 38% of those who exclusively purchased plant-based protein powders admitted to mixing them with dairy milk, indicating that their choice was motivated by factors beyond dietary restrictions.
Notably, 46% of the participants self-identified as athletes, while a substantial 77% claimed to engage in physical exercise at least three times a week. A remarkable 93% stated that their exercise routines primarily focused on enhancing their mental wellbeing.
The study’s findings unveiled a broader spectrum of plant protein consumers. 34% of respondents were labelled ‘early adopters,’ while 31% fell into the ‘early majority’ category, signalling a notable shift of plant protein into mainstream markets.
Quality emerged as a key driver of choice among plant-based protein powder consumers. An overwhelming 92% indicated that they would find products more appealing if they offered higher-quality protein, with 91% favouring a more comprehensive protein profile. Beyond nutritional considerations, 91% of respondents expressed a preference for products that promised an enhanced taste experience.
MycoTechnology’s marketing director, Jonas Feliciano, commented: “These findings demonstrate that plant protein is smashing apart outdated stereotypes and is now earning strong support among mainstream consumers. 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.”
He continued: “Most notably, all but a few of the respondents to our survey said that they considered protein quality and flavour to be of the utmost importance. The successful plant proteins of the future will be those which are able to tap into the needs and preferences of these highly discerning consumers.”
Bethany Gomez, managing director at Brightfield Group, added: “Plant-based protein users are a young, affluent group that prefers cleaner eating–no sugar added, all-natural, preservative-free – and they’re willing to pay for high-quality products with that strong health profile”.
“This group is also more likely to be using functional ingredients, like mushrooms and adaptogens, so we know they’re open to new and alternative ways to get the types of sustenance and nutrition they’re looking for. Brands that strive to offer high-quality products, using cutting-edge ingredients, will find a group of users ready and willing to dig in.”
© FoodBev Media Ltd 2024
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