The assumption persists that those who avoid meat and dairy will struggle to get enough protein. However, plant-based players in the sports nutrition arena are determined to put this idea to rest. With shakes and beverages offering a quick, easy and tasty protein boost for active consumers, we assess how the vegan category is making its own gains in this space.
The food and beverage industry is more protein-crazed than ever. High-protein products have spread far and wide, beyond the health food stores and supermarket sports supplements aisles, into categories such as confectionery, yogurts, savoury snacks, ice cream and desserts. Even the more conventional high-protein formats of beverages and powders have reached dizzying new heights.
Sue Bancroft, director of healthful solutions for EMEA at global ingredients company Ingredion, said: “The appeal of protein has broadened. In the past, high-protein sports nutrition was seen as a specialist category for consumers whose primary concern was enhancing their sports and exercise performance, particularly those wishing to gain muscle mass quickly.”
“Crucially these consumers approach nutrition with a kind of semi-medicinal mindset, which means they are more concerned with nutritional performance benefits and convenience, and less concerned about taste.”
However, the tides are turning. Now, Bancroft explained, demand for high-protein powders and beverages is on the rise from a broader consumer group – those who see exercise and food as essential components of their overall approach to health and wellness.
“This rapidly growing group seeks the health benefits of high-protein, low-sugar products – not just the sports performance benefits – and is much more concerned about the taste and texture experience they receive.”
Within this expanded category, the increasing number of consumers looking to reduce dairy and other animal-derived ingredients means the demand for plant-powered protein products has also seen an upward shift.
Sofia Wade, NPD technologist for active nutrition brand Protein Works, commented: “There is a steady year-on-year growth in the number of people wanting to eat more plant-based and vegan diets – whether for environmental, ethical or health reasons. This results in the need for a plant-based protein option that tastes great and appeals to everyone.”
As more people seek out plant-based options, they do not want to compromise on what they are familiar with in protein beverages. Wade explained that consumers in this category are often looking for a taste and texture similar to the traditional whey protein shakes they are used to.
“Protein blends are becoming increasingly popular for those seeking a plant-based option, especially those struggling to digest dairy protein,” Wade added. “In some instances, plant-based proteins offer a more affordable option, especially as we see the cost of ingredients in the dairy industry increasingly rising.”
Protein Works offers a wide range of options to meet the demand for vegan-friendly protein powders, innovating to include popular and on-trend flavours such as speculoos, millionaire’s shortbread and strawberry shortcake. The brand even introduced a unique limited-edition chilli and mango variety earlier this year, offering a sweet flavour with a hint of spice – a popular flavour profile with Gen Z consumers.
Natural sources
In the plant-based protein powder market, soya isolates are often spotlighted as one of the most popular options for formulations. Soya protein contains all nine essential amino acids and has a high Protein Digestibility-Corrected Amino Acid Score (PDCAAS) – a method used to determine a protein’s quality based on human amino acid requirements, and the body’s ability to digest it.
However, many plant-based consumers – such as those with soya allergies or food intolerances – need alternatives to soya-based ingredients. They seek options that still fit their nutrition requirements and provide a complete protein source. Fava beans are increasingly popular as a trending, sustainable source, grown and enjoyed in many regions around the world.
Fréderic Fernandes, product manager for functional proteins at plant-based ingredient specialist Beneo, told The Plant Base that its most recent launch in this space – its fava bean protein concentrate – offers “great solubility and an excellent amino acid profile,” making it a prime candidate for sports nutrition applications.
“The most difficult formulation challenge will always be how to achieve a complete essential
amino acid profile using plant-based proteins, because they usually lack one or more of the essential amino acids,” he explained. “However, Beneo’s portfolio includes several plant-based protein sources with complementary essential amino acid profiles. When the fava bean protein concentrate is combined with Beneo's highly digestible, hypoallergenic rice protein, a complete essential amino acid profile can be achieved.”
According to research conducted by Beneo, 53% of European consumers see pulses as a 'very appealing’ protein source, shown in the rise of fava bean and pea protein isolate solutions. Numerous other ingredient powerhouses such as Bunge, Atura, Roquette and Cosun have sprung into action with new solutions in this area over the past year, responding to the demand for more soya alternatives.
Cosun Protein launched its Tendra fava bean protein isolate in a ready-to-mix beverage format at the 2024 Vitafoods Europe event in Geneva, Switzerland, in May. According to Michiel Pronk, sales manager at Cosun Protein, the response to the product has been “outstanding”.
“We extract the protein using a proprietary processing method and end up with a protein isolate that delivers not only on neutral taste and texture, but also offers high solubility and excellent emulsification properties,” Pronk said.
“The crops used to produce Tendra are cultivated in Europe, are GMO-free, and grown in a climate-friendly way with limited water use. Fava bean plants are also powerful nitrogen fixers – once they have flowered and produced beans, they release nitrogen back into the soil. This makes them the ideal crop for sustainable ingredient production.”
Formulations and functionalities
When formulating with plant-based protein, it is crucial to ensure consumer needs around taste and texture are satisfied. While some plant-based sources present particular challenges, brands with the right expertise can overcome these hurdles to deliver a product that competes effectively with traditional whey options.
Ingredion’s Bancroft suggested that using blends of different protein types, such as pea and rice, can help create a more neutral-tasting base for formulation.
“Each protein source has unique properties that affect viscosity and mouthfeel differently,” she explained. “Achieving a consistent and desirable texture requires careful adjustments, and striking this balance can be challenging. Starches can be key to achieving this, and there are plenty of options to explore. Citrus fibres can also help create a creamy, smooth texture.”
Stevia-based sweeteners can help producers to enhance the taste of plant protein drinks while adhering to low-sugar claims. Bancroft acknowledged that early solutions suffered from a bitter aftertaste – but a new generation harnessing the ability of the stevia molecule, Reb M, delivers a “consumer-preferred” taste without any undesirable off-notes.
Meanwhile, Wouter van Beneden, R&D senior application specialist for beverages at Cargill, offers an alternative fix for sugar reduction challenges with the company’s Gerkens Sweety cocoa powder, which enables a 30% sugar reduction. “It is low in bitterness but maintains a well-balanced chocolate flavour, with a strong sweet perception by consumers,” van Beneden said.
Cargill’s powdered beverage portfolio offers a suite of ingredient solutions to address common formulation difficulties, including its new SimPure 99480 starch. The instant starch is dispersible and designed for ease of use in powder beverage mixes to bring a creamier mouthfeel.
In addition to protein content and reduced sugar, consumers also look out for added functional ingredients – such as vitamins and minerals, fibre, electrolytes and even nootropic ingredients for cognitive wellbeing. This trend towards ‘all-in-one’ solutions has seen significant growth in recent years, as people look for comprehensive benefits in their food and beverages.
Vybey, an Australian active nutrition brand that offers both dairy and plant-based products, has developed a vegan-friendly high-protein complete meal replacement shake with added
brain-boosting ingredients. Made with a blend of pea and brown rice protein (29g per serving), the product aims to provide a holistic solution, teaming protein with 26 vitamins and minerals, adaptogens, prebiotics and nootropics.
Gordon Belch, the brand’s co-founder, told The Plant Base: “The inclusion of nootropics and
adaptogens supports cognitive function, helping to enhance focus, memory and overall brain health. Furthermore, prebiotics and fibre promote a healthy gut microbiome, aiding digestion and improving gut health. This synergistic blend of ingredients ensures that users not only receive balanced nutrition but also support for their mental and digestive wellbeing.”
When incorporating additional functional ingredients, including lion’s mane mushroom, the team focused on “meticulous balancing” to ensure that taste was not compromised. Belch confirmed that these challenges ultimately spurred the company to innovate, resulting in a product that met the team’s high standards for taste, nutrition and functionality.
“The plant-based active nutrition market is poised for significant growth and evolution in the coming years,” he continued, adding that the focus on functional ingredients will likely intensify with more products offering targeted health benefits beyond basic nutrition, with greater acceptance of, and interest in, medicinal mushrooms and other nootropics coming into play.
He concluded: “Additionally, personalisation will play a larger role, with innovations in technology enabling tailored nutrition solutions to meet individual needs. Overall, the market will become more sophisticated, offering a wider variety of high-quality, health focused products.”
