As we all know, protein is an essential part of any diet and is essential for good health. Made up of amino acids, it helps build and repair muscles, bones, skin and hair. Protein also helps the body make hormones and enzymes which are crucial for fighting infections and sending messages between different parts of the body.  

When a diet is lacking in protein, your fitness level, growth and development can be affected, as muscle mass can be lost, and metabolism can be slowed down.  

A criticism often given to vegetarianism and veganism in years gone by, was that you cannot get enough vital nutrients and protein from plant based and alternative proteins, leading to people getting ill, tired and unhealthy.  

But with extensive research and new alternatives for a now larger population, non-meat-based proteins are becoming increasingly popular, due to their health benefits along with their environmental sustainability and ethical considerations. 

Why is there an increase?

As of this year, data suggests that there are 2.5 million vegans in the UK, accounting for 4.7% of the adult population.  This is an increase of 1.1 million in the last 12 months alone. Further to this, there are 3.1 million vegetarians in the UK, meaning that around 10.5% of the UK population class themselves as either vegetarian or vegan. 

Spearheaded by Generation Z, one reason for the cultural shift in the last decade is health, as consumers are increasingly aware of having good health, and the impact too much meat can have on your cholesterol and overall calorie intake.  

Another impact is the cost of meat, as shoppers are finding that their weekly shop is cheaper when they remove meat and fish from their trollies and instead, substitute things such as chicken for tofu. 

However, the main reason for the shift towards plant-based diets are the ethical consideration in eating meat surrounding animal welfare and the environment. Some conditions that animals are kept in, and the reported processes involved in getting meat from factory to fork has been put under the spotlight recently through documentaries, increased citizen journalism, and through easy-access via social media, leading more people to boycott meat-eating. As consumers search for alternatives, there stands the opportunity for plant-based alternatives to capitalise and educate. 

Plant-based protein

Examples of some high protein sources that are plant based include pulses (such as beans, lentils and chickpeas), quinoa, tofu, oats, nuts and seeds, and some vegetables such as avocado.  

Companies, such as Bulk, known for their protein powder, are also producing vegan substitutes for protein powders that use pea protein over the traditional ‘whey’, that is the byproduct of milk after being curdled and strained.  

Plant protein isn’t just for vegetarian and vegans, however, as research shows that over half of a meat eaters protein coming from plants.  

As the rise in veganism and vegetarianism is set to continue, with 15% of the UK population set to be either one by 2030, now is an important time to educate consumers on the health-benefits of plant-based proteins, which is what we are doing through our work with the USA Dry Pea and Lentil Council.  

We have recently been appointed to support the USA Dry Pea and Lentil Council with its marketing activities across Europe – an up-and-coming market that denotes the growing popularity of plant-based proteins, as well as the rise of healthy diets focusing on new protein sources, amongst consumers and businesses alike.  

Are you a vegetarian or vegan and want to have your say on plant protein and its rise in today’s climate? Or do you represent a plant-based protein board or company and want our assistance in your marketing? If so, we would love to hear from you via our website, or social media channels, X and Instagram.