--- title: "Plant-Based Protein: Why It’s Far From a One-Shoot Wonder" description: Alternative proteins had a record-breaking year in 2020 -- new data shows that meat eaters are the biggest target market. image: https://www.nlopchantamang.com/hubfs/Imported_Blog_Media/Screenshot-2021-05-11-at-09_57_28-1024x655.png --- [ << Back to Blog ](https://www.nlopchantamang.com/trends/signals) [featured](https://www.nlopchantamang.com/trends/signals/tag/featured) [health and wellness](https://www.nlopchantamang.com/trends/signals/tag/health-and-wellness) [food and beverage](https://www.nlopchantamang.com/trends/signals/tag/food-and-beverage) [homepage](https://www.nlopchantamang.com/trends/signals/tag/homepage) [environment](https://www.nlopchantamang.com/trends/signals/tag/environment) # Plant-Based Protein: Why It’s Far From a One-Shoot Wonder ###### Shân Osborn ###### Share [mailto:?subject=Check%20out%20https://www.nlopchantamang.com/trends/signals/signal/plant-based-protein-why-its-far-from-a-one-shoot-wonder%20&body=Check%20out%20https://www.nlopchantamang.com/trends/signals/signal/plant-based-protein-why-its-far-from-a-one-shoot-wonder&media=https://f.hubspotusercontent20.net/hubfs/3430677/Imported_Blog_Media/Screenshot-2021-05-11-at-09_57_28-1024x655.png](mailto:?subject=Check%20out%20https://www.nlopchantamang.com/trends/signals/signal/plant-based-protein-why-its-far-from-a-one-shoot-wonder%20&body=Check%20out%20https://www.nlopchantamang.com/trends/signals/signal/plant-based-protein-why-its-far-from-a-one-shoot-wonder&media=https://f.hubspotusercontent20.net/hubfs/3430677/Imported_Blog_Media/Screenshot-2021-05-11-at-09_57_28-1024x655.png) ![](https://www.nlopchantamang.com/hs-fs/hubfs/Imported_Blog_Media/Screenshot-2021-05-11-at-09_57_28-1024x655.png?height=420&name=Screenshot-2021-05-11-at-09_57_28-1024x655.png) **The Signal: **Funding in the alternative protein space hit an all-time high of [$3.1B](https://gfi.org/blog/2020-state-of-the-industry-highlights/) in 2020. Plant-based proteins have been leading the race, with a 70% ($2.1B+) share of the year’s capital.  US retail sales of plant-based foods have climbed [43%](https://gfi.org/marketresearch/) over the last 2 years. They’ve outpaced total food sales by ~2.5x. Meanwhile, the global meat supply chain is expected to record a loss of [$20B+](https://www.cbinsights.com/research/future-of-meat-industrial-farming/) for 2020. **Opportunities:** Perhaps surprisingly, meat eaters are the largest alt protein market. A [Nielson](https://nielseniq.com/global/en/insights/analysis/2019/the-f-word-flexitarian-is-not-a-curse-to-the-meat-industry/) study found that 98% of alternative meat buyers in the US also purchase meat. [Ninety-five percent](https://www.marketwatch.com/story/more-meat-eaters-are-ordering-plant-based-burgers-when-dining-out-2019-07-17) of Americans who order vegan burgers at restaurants aren’t even vegetarians. And there is room for significant growth: Just ~21% of US households are currently purchasing meat alternatives.  While soybeans (and, to somewhat[ mixed](https://www.fastcompany.com/90383915/is-eating-bugs-any-morally-different-than-eating-cows) [sentiment](https://www.forbes.com/sites/eustaciahuen/2017/04/30/why-eating-insects-may-not-be-as-sustainable-as-it-seems/#43833c9344c1), insects) have dominated the alt protein space thus far, new plant-based players are fighting to reach the sunlight. Two stand out: **Pea: **In contrast to a [6%](https://www.mckinsey.com/industries/agriculture/our-insights/alternative-proteins-the-race-for-market-share-is-on#) decline in consumer interest for soy (and 4% for insect protein) over the last decade, interest in pea protein has soared by 30%. The pea protein market is expected to reach [$554m+](https://www.grandviewresearch.com/industry-analysis/pea-protein-market) by 2028 (a 12.7% CAGR).  Pea isolate is one of the most affordable alt options. Much like soy, its digestibility and emulsification properties lend it to a [wide range](https://www.marketsandmarkets.com/Market-Reports/pea-protein-market-36916504.html) of end-product applications. ![](https://www.nlopchantamang.com/hubfs/Imported_Blog_Media/Screenshot-2021-05-11-at-09_57_28-1024x655.png) Source: McKinsey Entrepreneurs could play directly in the faux-meat space (where sales surged [264%](https://www.bloomberg.com/news/articles/2020-05-15/americans-boost-plant-based-meat-purchases-264-during-lockdown) during lockdown), or compete with whey in the protein supplement industry -- a market forecast to [exceed $30B](https://www.researchandmarkets.com/reports/4764574/protein-supplements-market-size-share-and-trends?utm_source=dynamic&utm_medium=BW&utm_code=3schh9&utm_campaign=1362835+-+Insights+into+the+Global+Protein+Supplements+Market+(2020+to+2027)+-+Size%2c+Share+%26+Trends+Analysis&utm_exec=jamu273bwd) by 2027. Demand is high: [97%](https://us.myprotein.com/thezone/training/much-americans-spend-health-fitness-survey-results-revealed/) of Americans who exercise report that they purchase protein shakes each month. The average monthly spending of this group on protein-rich shakes, food, and snacks is ~$50 (and rising).  Sports nutrition is not the only protein-hungry market. In the US, [~3%](https://vegannews.press/2020/03/06/vegan-america-study/) of the population follows a plant-based diet, which amounts to 9m+ consumers who may look to protein isolates to supplement their intake. Google searches for “vegan protein powder” have been [steadily rising](https://trends.google.com/trends/explore?date=all&geo=US&q=vegan%20protein%20powder) and now number 110k/month, per Keywords Everywhere. Entrepreneurs could focus on powders, bars, snacks, and meal replacements. Pea isolate can be used in everything from ice cream to vegan jerky. Some Amazon examples: - [Pea-based protein powder](https://www.amazon.com/dp/B07NBVTLQH) (**$410k+/mo.**) - [High-protein plant crisps](https://www.amazon.com/dp/B08PD62YNC) (**$145k+/mo.**) - [Vegan protein bars](https://www.amazon.com/dp/B08V1BQ73R) (**$74k+/mo.**) - A high-protein, soy-free [vegan snack care basket](https://www.amazon.com/dp/B0791KT7JS) (**$48k/mo.**) **Algae:** Far from your average pond scum, algae protein is expected to become a [$1B industry](https://www.gminsights.com/industry-analysis/algae-protein-market) by 2026. Algae has a high growth rate, requires minimal raw materials, and can be cultivated using food waste. Recent advances in methods are also expected to lead to a [90% cost reduction](https://www.foodnavigator-asia.com/Article/2020/03/03/Culturing-success-Singapore-scientists-work-could-provide-boost-for-algae-based-protein-industry) in commercial algae cultivation. Growth in the retail space will largely be driven by [Chlorella](https://www.medicalnewstoday.com/articles/320067). Beyond use in foods, nutraceuticals, and skin care, Chlorella is also gaining traction as a superfood that boosts both immune function and collagen production. Interest is piqued: US Amazon searches for “Chlorella powder” have risen by 35% over the last 90 days, per Jungle Scout. Entrepreneurs could take advantage of Chlorella’s refreshing taste in beverages -- this would pair perfectly with the [kombucha](https://trends.co/email/november-3-2020/), [low-alcohol](https://trends.co/signal/flares-post-workout-beers-digital-decor-and-cars-are-the-new-personal-space/), and [seltzer](https://trends.co/signal/a-fermentation-trend-is-bubbling-up/) trends we recently covered. You could combine the Chlorella and pea trends: Powdered products containing both are receiving rising interest on Amazon. ![](https://www.nlopchantamang.com/hubfs/Imported_Blog_Media/Screenshot-2021-05-11-at-09_30_36.png) Source: Jungle Scout, May 2021 data Entrepreneurs could take a (literal) leaf out of Trendsters **Yulia Dan** and **Ruslan Nazyrov’s **book and develop Chlorella supplements. They started their sea moss capsule business, [Take Sea Moss](https://link.trends.co/click/22259665.10701/aHR0cHM6Ly90YWtlc2VhbW9zcy5jb20v/5f7f2840f22d55314f071d27Be248bfb9), based on [this Signal](https://link.trends.co/click/22259665.10701/aHR0cHM6Ly90cmVuZHMuY28vc2lnbmFsL2xhdGVzdC1zdXBlcmZvb2QtdHJlbmQtaXMtc2VhLW1vc3Mv/5f7f2840f22d55314f071d27B43deba72) we wrote last year. Beyond peas (and ponds), other alt proteins to keep an eye on include:  - **Oat protein, **[trending on Google](https://trends.google.com/trends/explore?date=all&q=oat%20protein) (12.1k searches/month) - **Duckweed:** OK, we’re back in the pond. Plantible raised [$4.6m](https://vegconomist.com/companies-and-portraits/plantible-foods-secures-4-6-m-for-worlds-most-sustainable-protein-derived-from-aquatic-duckweed/) last year to explore the “world’s most sustainable protein” - **Fermentation** is already a crucial part of synthesis for many alt proteins, and is now being used to manufacture [protein out of air](https://solarfoods.fi) (coming 2021) - **Mycoprotein,** AKA mushroom-derived protein (18.1k searches/month) ### Leave a Comment #### Shân Osborn ###### Blog posts ## Related Articles. 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