Healthy Truth Serves the Growing Market for Plant-Based Protein Shakes; Retailers and Distributors Take Note:
For most of its almost 70-year history, the protein shake market has been dominated by powders made from whey, a milk-based product that provides high levels of the basic amino acids needed for good health. In recent years, however, a number of factors have turned some consumers away from whey and towards plant-based mixtures. The global plant-based protein shake market was estimated to be more than $2.5 billion in 2021, and it’s expected to grow at a compound annual growth rate of 8.8 percent through 2030.
Many factors have been cited to explain this rapid growth. There is an overall trend toward vegetarianism and veganism in society as a whole, and whey-based powders are not suitable for individuals who avoid animal products. Food allergies are another factor, as whey products can cause discomfort for people who can’t properly digest the milk sugar lactose. Proponents of plant-based protein shakes also argue that these products are more environmentally friendly because they are produced using more sustainable methods and contribute less to the global warming crisis.
Healthy Truth Serves the Growing Market for Plant-Based Protein Shakes; Retailers and Distributors Take Note is an original (NewsHealthWatch) article.
The COVID-19 pandemic is believed to have impacted the plant-based protein shakes market as well. Overall demand for plant-based foods was significantly higher during the pandemic, and the sale of retail plant-based foods was 35 percent higher amid panic buying in March and April of 2020, according to a survey by the Plant-Based Foods Association.
Regardless of the causes, the increasing popularity of powders for plant-based protein shakes means they now account for about one-quarter of that market. Retailers and distributors who want to make sure they can meet the changing tastes of customers are taking note of these trends in the marketplace and have begun looking for plant-based powders that satisfy the demand.
A good starting point for this search would be companies that have established a solid track record in the “clean food” movement, using all-natural and plant-based products that have been minimally processed to provide healthful supplements to consumers’ diets. Some of these manufacturers have already built their own substantial fan bases through internet marketing and direct sales campaigns, which adds credibility to their brand names when potential customers encounter them in retail markets and other outlets.
The major drawback of some plant-based protein shakes is their incomplete amino acid profiles, lacking some of the essential amino acids required to maintain the proper level of some proteins. The human body can manufacture all but nine of the amino acids it needs, hence their classification as essential amino acids. The best plant-based source for these nutrients is pea protein, and it is often blended with other plant-based ingredients. Consumers can make sure they’re getting the right combination of amino acids for their needs by carefully reading the amino acid profiles often included on the labels of these powders.
One of the leaders in the market for plant-based protein shakes is Healthy Truth, an award-winning company that started in a home kitchen in Walpole, Mass., with a single dehydrator. The founders state they were on a mission to create “the most delicious and healthy snacks the world has ever tasted,” and that included its powders for plant-based protein shakes. All of the company’s products are made from organic ingredients and are developed, manufactured, and distributed to select retailers and directly to consumers.
Healthy Truth produces a wide variety of powders for its plant-based protein shakes, all of which are organic, plant-based, gluten-free, and dairy-free. Bruce Namenson, the company’s chief creative officer, personally developed the formulas for these powders, and he says his goal was to go beyond the simple proteins found in some plant-based protein shakes and include other nutrients that are vital to good health.
“Most protein powders are one-dimensional,” Namenson says. “When I developed our protein powders, I put in probiotics like ashwagandha, as well as inulin, which is a prebiotic, and other adaptogens that help your body cope with stress. They’re multifaceted protein powders – they’re not single-dimensional.”
Healthy Truth’s marketing campaign says 100 percent plant-based protein is a fantastic way to promote muscle growth and prevent muscle damage without the moral or health concerns associated with other protein sources. Healthy Truth officials emphasize that the health of the entire body is crucial to building muscle in an effective and sustainable way.
The main source of protein in many of Healthy Truth’s powders is peas, which are considered one of the best sources of high-quality plant-based protein. Pea protein is a supplement made by extracting protein from yellow peas, and it’s also a good source of iron. Nutritionists say pea protein is an especially rich source of branched-chain amino acids, which enhance blood flow, promote heart health, and support muscle development.
Pea protein has been shown to be one of the most easily digestible plant-based proteins and is compatible with many special diets since it doesn’t contain any of the top eight food allergens. The powder form of pea protein mixes easily into water and has a smoother texture than some other plant-based protein powders. Studies have demonstrated that pea protein powder can help build muscle when paired with resistance training. One study suggested that pea protein powder is just as effective at building muscle mass as more commonly used dairy-based protein powders.
Many of the nutritional facts about all types of protein powders are familiar to today’s more health-conscious consumers. People are becoming more mindful of the foods and supplements they are putting in their bodies, and their choices reflect their growing knowledge base. Retailers and distributors, who used to be two or three steps ahead of customers’ tastes and preferences, now need to work harder just to keep up with the trends. If they can accomplish this, improvements in the marketplace may lead to both healthier consumers and healthier sales figures.
About
NewsHealthWatch is a digital publication.
Important Note: The information contained in this article is for general informational purposes only, and should not be construed as health or medical advice, nor is it intended to diagnose, prevent, treat, or cure any disease or health condition. Before embarking on any diet, fitness regimen, or program of nutritional supplementation, it is advisable to consult your healthcare professional in order to determine its safety and probable efficacy in terms of your individual state of health.
Regarding Nutritional Supplements Or Other Non-Prescription Health Products: If any nutritional supplements or other non-prescription health products are mentioned in the foregoing article, any claims or statements made about them have not been evaluated by the U.S. Food and Drug Administration, and such nutritional supplements or other health products are not intended to diagnose, treat, cure, or prevent any disease.
