Market Trends of Europe Pea Protein Industry
Growing Demand for Plant Based Alternatives
- Health-conscious consumers in the region opt to consume vegan and plant-based food instead of meat and dairy products due to different health conditions and environmental reasons. Also, there is an increased trend of consumers shifting to plant-based milk over conventional milk products owing to lactose intolerance. In line with this, many players offer ingredients with multiple application capabilities in food and beverages, aiding manufacturers to incorporate plant-based ingredients like pea protein into their products.
- Additionally, growing awareness of environmental issues, such as climate change and resource depletion, has prompted consumers to look for more sustainable choices, thus supporting market growth. Plant-based alternatives have a lower carbon footprint and require fewer resources during production compared to traditional animal agriculture.
- Plant-based milk is also available in various plant-based ingredients like grain proteins, attracting manufacturers to incorporate pea protein ingredients into their products and launch with attractive health claims. For instance, in January 2022, plant-based brand OZO launched pea protein-based plant-based products in the United Kingdom, claiming that these products offer a good source of protein alongside clean ingredients. Hence, the demand for pea protein ingredients is growing from various manufacturers in the region. Hence, over the medium term, the market is expected to grow owing to the increasing demand for plant-based alternatives in the region.
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Germany Holds the Largest Share in Pea Protein Market
- In Germany, plant-based diets are often perceived as healthier, with potential benefits like lower cholesterol levels and reduced risk of certain diseases. Also, due to changing dietary preferences and lifestyles, Germany has a growing number of vegan and vegetarian consumers. According to United States Department of Agriculture data from 2022, 1.5 million people in Germany were vegan, and nearly 8 billion people in Germany followed a vegetarian diet. The young population in the country is eco-conscious, and they are aware of the environmental effects of meat consumption. Due to this, they are shifting their food preferences to vegan and vegetarian food, supporting the growth of the pea protein market.
- Furthermore, the increased demand for plant proteins can be depicted by the fall in meat consumption. For instance, according to the Federal Agency of Agriculture and Food (Bundesanstalt für Landwirtschaft und Ernährung, BLE), in 2022, around 6.5 million tons of meat were consumed in Germany, which was less than the year before. Figures varied during the specified period but have begun decreasing since 2018 without any rise.
- Additionally, pea proteins like textured proteins and isolates are used in food products due to their benefits, such as zero cholesterol and high protein, further raising demand in the country. The product often incorporated with pea proteins includes plant-based meat alternatives, dairy-free options, and a wide range of plant-based snacks and convenience food. Moreover, with these increased applications of pea protein, players in the country have focused on improving their product portfolio in recent years. For instance, in December 2022, Royal DSM launched Vertis, a textured pea canola protein in the country. The product was claimed to contain nine essential amino acids, and the product is soy-free and gluten-free.
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