Innova to Highlight Alternative Protein Market at IFT

June 20, 2012

The market research group will present new data at its "Taste the Trend" Pavilion.

Innova Market Insights has compiled new market data on alternative proteins and will present this data at its Taste the Trend Pavilion (booth #2669) during next week’s IFT trade show in Las Vegas.

Innova reports that the United States has accounted for more than 40% of the patent activity surrounding alternative protein in the last three decades.

The market research group is following product launches and scientific advances in proteins sourced from seeds, vegetables, nuts, and other non-meat sources. A variety of new products have launched with soy and/or other proteins in recent months, including items from Bolthouse Farms, Balance Bar, Atkins Advantage, and the Coca-Cola subsidiary Odwalla.

“We see the emergence of a flexible vegetarian or ‘flexetarian’”, says Lu Ann Williams, director of innovation at Innova. “These consumers enjoy meat, but occasionally opt out due to their concerns about health and the environmental impact of heavy meat consumption.”

Here’s a tidbit from Innova: one-third of product launched on an “added protein” platform during the 12-month period ending March 2012 contained soy.