Givaudan webinar addresses concerns around alternative protein

Givaudan, a Swiss multinational manufacturer of flavors, fragrances and active cosmetic ingredients, hosted a webinar on 4 October to address the rising concerns surrounding plant-based protein alternatives.

Products derived from alternative proteins have landed in grocery stores and restaurants worldwide. Where there once was very little choice, now there is a dazzling array of options on supermarket shelves, in high-street eateries, and even on the menus of fast-food chains. 

No longer considered a niche dietary preference, the growth of plant-based alternatives has been fueled by rising consumer desire for food products that do well and feel good for body, mind and the planet. But, unlike the vegetarians, vegans and health-conscious eaters of the past, today’s consumers are not willing to compromise on flavor, texture or price. Consumers today are hungry for protein alternatives that possess the organoleptic properties of meat and seafood, but without the health, environmental and welfare concerns of traditional meat products.

“Because of the production of greenhouse effect gasses and because of the huge demand on soil, animal welfare is a growing concern with the farming and slaughter of animals less palatable for today’s consumers,” said Igor Parshin, Global Marketing manager, Plant Attitude, Givaudan.

According to Parshin, 65% of Gen Z says that they want a more ‘plant-forward’ diet. An estimated 70% more food will need to be produced over the coming decades to meet the rising worldwide demand.

“Holistic white paper explores current and in-development technologies used in alternative protein industry to provide insight into adoption, market potential, ongoing challenges and opportunities for future market development. Innovation in alternative proteins and technological landscapes are desired, as advancement of cell culture meat in the near-term will remain cost prohibited. Expecting hybrid products made with a small percentage of cultured meat cells within a plant-based matrix may be more realistic,” says Sudhir Joshi, Faculty of Science and Technology, University of California.

Luana Sambell, Senior Behavioral Analyst, Canvas8, says the adoption was made possible due to the pandemic and its cause. “It was observed that animal-based meat was observed more carefully as the restrictions were lifted; however the requirement for protein did not. Thus, inspiring a behavioral change that is more vegan-inclined and health-oriented.”