Every year seems to have its food trends. For 2024, the hottest trend has been alternative proteins. This makes perfect sense when considering how consumers have become increasingly health conscious. They also prefer sustainable options more than ever before. Consumers also tend to gravitate toward innovative solutions, and many of the myriad choices of alternative proteins on the market meet that standard.
If you’re in the food manufacturing industry, the rise of alternative proteins in 2024 is not news to you. However, you may still wonder how to adjust your recruiting and hiring plans. This look at alternative proteins will guide you through the trend, which types of proteins are becoming popular, and which skills you need to look for in the talent marketplace.
What Are Alternative Proteins?
Alternative proteins are a broad range of plant-based and food-tech alternatives to traditional animal proteins. While plant-based proteins are perhaps the most popular—think grains, legumes, or nuts—alternative proteins can come from mushrooms, other fungi, insects, or cultivated meat (lab-grown meat grown from animal cells).
Some popular alternative proteins include pea protein, mycoprotein, algae-based products, and fermentation-derived proteins. Alternative proteins initially appealed to environmentally conscious and healthy food fans. Today, the category is gaining momentum with a wide range of consumers, thanks to a general shift toward healthy alternatives and environmental initiatives.
Key Drivers of the Trend
Sustainability concerns are likely the primary driver of the alternative protein trend. Traditional meat production, particularly beef production, is associated with greenhouse gas emissions, deforestation, water consumption, and other environmental issues. These concerns are particularly strong among Millennials and Gen Z consumers, who combined account for more than 40% of the population.
Consumers of all demographics tend to perceive alternative proteins as a healthier option, especially when compared to red meat or processed meats. Technological advancements have also made alternative proteins more accessible and appealing to the masses. Food tech can now produce alternative products that closely resemble the taste and texture of traditional meat while meeting or exceeding the nutritional value.
Market Growth and Consumer Adoption
The market for alternative proteins has experienced rapid growth over the last few years. Estimates for total sales in 2024 are around $16.5 billion. It’s expected to reach $26.5 billion by 2030, for a growth rate of 8.2%. Some analysts believe the increased investment in food tech companies is driven, at least in part, by the rising demand for alternative proteins.
The growing demand is particularly evident among Millennials, Gen Z, and flexitarians (semi-vegetarians). All three groups are more likely to adopt new food trends. Older generations are expected to embrace the trend, which could push the growth by 2030 even higher.
Challenges and Criticisms
Even with their rapid growth in popularity, alternative proteins face challenges in the food marketplace. One of the chief criticisms is the taste and texture of alternative products. Significant food tech advancements in the past few years should alleviate these concerns, but consumers who gained these perceptions early on still express these criticisms.
Cost and accessibility also remain barriers to widespread adoption. Across the board, alternative proteins are typically more expensive than their conventional meat counterparts. This is especially true in regions of the US, such as the Midwest and the South, which are farther away from companies producing alternative proteins. Availability in these regions is limited, making it difficult for many consumers to try new products.
The Future of Alternative Proteins
Although growth may be slow in some US markets, many academics and analysts in the food industry still predict a bright future for the product category. Key to this will be regulatory support, as government guidance often plays a critical role in the widespread adoption of new food types. Consumers who worry about “lab-grown” food may feel better with a government “seal of approval,” similar to the current USDA grades for meat.
You can also expect innovations on the horizon, such as hybrid products, precision fermentation, and cultivated seafood. These products will have the advantage of hitting the market after challenges such as taste, texture, and cost have been addressed.
Takeaway: A Promising New Category in the Food Marketplace
Despite the challenges and the wait for government regulation and future innovations, the alternative protein category is already viable in the food marketplace. Expect hiring trends to reflect this for the foreseeable future.
Manufacturers and food tech companies looking to get their foot in the door should be in the market for several key roles now. Chief among them are food scientists and technologists who can lead the development of alternative proteins. You should also consider regulatory affairs specialists who understand food regulations and their impact on alternative proteins. Finally, food marketing specialists will help create brand awareness and target the right demographics to help the category grow. For help with recruiting specialty positions in a wide range of industries, contact MRINetwork.