fbtechreview.comFEBRUARY 20208By Asim Syed, Director, Food Applications R&D, Brenntag North AmericaThe global food industry is going through a major life-changing event with the explosion of plant-based foods and a shift from animals as the primary source of proteins. This shift is expected to be almost as consequential and as transformative as the domestication of animals and the invention of agriculture. Driving Forces Behind the Plant-Based Meat Alternative Revolution Sustainability: The main driving force behind the plant-based foods revolution of today is the serious nature of the global sustainability concerns: the growing challenge of ensuring sustainable food supply for the exploding human population, and the depletion of arable land and freshwater.Global Warming: According to studies, about 25 percent of all greenhouse gasses are generated by the animal farming industry. Removing animals from the food chain will significantly cut down the release of these greenhouse gasses.Health: Clinical studies are linking animal protein-based diets with multiple ailments like heart diseases, obesity, and cancer, the primary concern being around red meat, saturated fat, cholesterol, as well as antibiotics and artificial growth hormones that might be injected to cattle for higher productivity. Animal Welfare: Consistent work of animal-welfare organizations has contributed immensely to the growing awareness about the unimaginable and needless suffering that animals endure to satisfy our craving for animal meat, poultry, and dairy.Market Segmentation Conscious Carnivores: Also termed as Flexitarians, the primary market segment for plant-based meat analogs are traditional meat-eaters who are looking to reduce meat consumption due to health reasons. They love the taste of meat and will try meat analogs if it is close to the taste, texture, and nutrition of real meat. Earth Warriors: This consumer segment is inspired by environmental sustainability and over all health of the planet. Their inspiration comes from the environmental studies showing animal farming to be a major emitter of greenhouse gasses such as methane and nitrous oxide, as well as tremendous amounts of toxic manure that pollutes water ways and impacts heath of aquatic like in freshwater and the oceans. Animal Lovers: These are committed ethical crusaders who strongly believe that all animals are sentient beings like humans, and they all deserve to live natural lives in their natural environment. These people are against the abuse of animals in any form, whether it is for meat, milk, hide, transportation, sports, animal clinical studies, zoos, etc.Interestingly, vegans and vegetarians are not a key consumer for these products. They are happy with their lifestyle of preparing meals using vegetables, legumes and grains at home every day.Recent Innovation ImpetusThe concept of plant-based meat analog has been around for a long time. However, the target market comprised primarily of religiously vegans, vegetarians, and a niche population inspired by heath and animal welfare.The current movement towards plant-based proteins has been driven by the Silicon Valley entrepreneurs and visionary investors, out of the commitment to radically push against the effects of global warming, which has put the very existence of human civilization in jeopardy, not to mention mass scale extinction of the number of animal and plant species. Plant-Based Meat Analog, Scope and Futurein myopinion
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