Market Trends of North America Wheat Protein Ingredients Industry
Rising Preference for Plant-Based Protein
- Consumer interest in increasing protein intake is rising majorly owing to the increasing need for protein as a food-nutritional component. Similarly, the emergence of vegetable protein from sources like wheat depicts the change in customer demand from animal protein to plant protein with similar functional and nutritional characteristics.
- Additionally, the trend of increasing consumption of plant-based foods and beverages in the region is further supporting the market's growth. For instance, according to Agriculture and Agri-Food Canada, in 2021, the retail sales of plant-based ready meals amounted to nearly USD 19.1 million in Canada. Similarly, according to La República (Colombia), in 2022, Mexico accounted for the largest sales of plant-based beverages, with a sales volume of 56.2 million liters.
- Moreover, over the years, the availability and variety of plant-based food options, including wheat protein ingredients, have significantly improved. Consumers now have access to a wide range of plant-based alternatives to traditional animal-based products, including plant-based meats, dairy-free milk, and vegan alternatives for many other food items.
- In line with this, many manufacturers in the region are also offering wheat protein ingredients with multiple benefits. For instance, Manildra Group USA offers a wide range of wheat proteins under its GemPro Ultra range, claiming that these protein options can manage texture as the protein content increases.
- Furthermore, the company claims that GemPro Ultra is high in glutamine peptides, and its capabilities go beyond the traditional applications and offer alternatives for beverages and nutrition bars. Such factors in the regional market are expected to further aid the market in growth during the forecast period.
- Furthermore, the bakery industry drives sales of wheat protein isolates. According to International Food Information Council (IFIC) 2021 diet industry statistics, in the United States, 4 in 10 people follow a diet or specific eating pattern. Among those, 12.9 million Americans follow the keto diet each year. This creates a significant demand for concentrates in the bakery industry. It works well in bread, sheeted products, egg replacement in cakes and muffins, and batters and fillings.
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United States Holds the Largest Share in the Market Share
- There is a steady consumption growth of bread and bakery items in the country. This trend in the country is expected to remain the same in the forecast period; however, custom blends of wheat flour and wheat protein are expected to record higher sales, with the growing demand for health-promoting bakery products that are minimally processed with lesser preservatives, lesser trans fats, are high in protein, and have other essential micro-nutrients.
- Moreover, due to urbanization and the increase in the working population, the growth of out-of-home consumption is rising, which increases the demand for instant and nutritious bakery products, which majorly use wheat protein as an ingredient. For instance, According to Agriculture and Agri-Food Canada, in the United States in 2021, bread generated sales amounting to approximately USD 2.66 billion. Retail sales of cakes were about USD 2 billion.
- Moreover, the rise in popularity of plant-based diets and vegetarian/vegan lifestyles in the country has led to an increased demand for plant-based protein sources. Wheat protein is a versatile and high-protein meat substitute that appeals to those seeking alternatives to animal-based proteins. It has gained a significant demand from consumers, which drove manufacturers to increase its usage. Wheat protein can mimic the texture and taste of meat when prepared and seasoned properly, making it a popular choice for meat alternatives in various dishes like burgers, sausages, and nuggets, thus creating space for manufacturers to innovate with the products.
- Furthermore, wheat protein is free from common allergens like soy and dairy, making it an attractive option for individuals with soy or lactose intolerance or those looking to avoid allergens in their diet. Such factors, coupled with players' interest in expanding their product portfolios with innovative ingredients that have different application capabilities, are driving the market's growth in the country.
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