Beverage Industry
Author: Lauren Sabetta
“It used to be that primarily vegan and vegetarian consumers were interested in plant-based products, but the plant-based market has exploded in the past few years,” says Linnea Halter, marketing coordinator at Global Organics, Cambridge, MA. “The increasing popularity of plant-based diets, driven by factors such as health, ethical concerns and sustainability, has fueled the demand for plant-based protein sources.
“Overall, the plant proteins market has shifted from a niche segment to a mainstream industry,” Halter continues.”
Ravi Arora, sales and marketing director at Global Organics, notes that there’s a growing segment of consumers who resonate with high-protein claims on beverages, and like a protein mix that balances out an amino acid profile.
“Plant proteins offer the necessary variety in this regard, while also creating opportunities for differentiation and innovation in the category,” he says. “There has also been a tremendous level of innovation on sensory aspects in plant-based protein beverages in the last few years.”
