Researchers from New Zealand set out to discover which plant-based protein blends are most successful in bridging the gap between delivering on taste and appealing to consumers' desire for high protein and clean labels.
The team of researchers from the Department of Food Science at the University of Otago in New Zealand explored consumer perceptions of different protein formulations in plant-based milk alternatives. In the review, published in the Trends in Food Science & Technology journal, the study authors found that blending different plant proteins, for example, almond, soy, and oat protein, can improve the texture and flavour of these milk alternatives, while minimising the need for additives to mask off-tastes.
In addition, the researchers found that in order to cater to diverse consumer segments, brands can look towards novel formulations, such as three-protein blends, which the team found generated higher consumer interest and acceptance than blends with only two proteins.
Another promising finding, that could “stir up” the plant-based milk category, according to the team, was hybrid blends – plant and dairy protein mixes. These blends may appeal to flexitarian consumers who do not want to sacrifice the familiar taste of dairy milk but are looking to reduce their animal product intake.
Numerous plant-based milk formulations may appeal to consumers' concerns about health, environment, and animal welfare. But when it comes to demand for protein, many of these formulations, when compared to traditional dairy milk, fall short. For example, 100 ml of skimmed dairy milk typically contains around 3.5 g of protein, on the other hand, oat milk from brands like Oatly provides 1.1 g per 100 ml, and Alpro's unsweetened almond milk offers only 0.5 g.
Protein fortification is a key opportunity for brands. However, fortifying milk alternatives with added plant-based proteins is not always easy. Often, single-source plant proteins impart beany, or chalky off-tastes, leading to the addition of food additives to mask the taste and increase consumer acceptance. However, these additions often lead to consumer scrutiny, as they do not align with the increasing desire for clean-label options.
The conundrum is thus: how to deliver a good-tasting and clean-label milk alternative that is also high in protein?
It’s a question the team of researchers attempted to answer. After exploring consumer perceptions of plant-based milk alternatives and different protein blends, they identified several potentially successful blends, all of which balanced nutrition, sensory appeal, and textural qualities.
Soy protein is commonly used in plant-based formulas due to its strong amino acid profile and high protein, and dietary fibre content. While delivering nutritionally, it has a strong taste that many consumers tend to dislike. The team stated that soy blends with grain proteins, like oat, may appeal to the flexitarian consumer as oat protein imparts a mild taste and creamy texture, while the high protein from soy makes the formula nutritionally balanced.
When it comes to taste, the authors noted the closer a product's sensory properties are to cows' milk, the higher the likelihood it will be accepted by consumers who are used to drinking cows' milk. This blend may, therefore, appeal to flexitarian consumers as the creaminess and mouthfeel of traditional dairy are mimicked.
The researchers found that, for consumers, milk alternatives with three-blend formulations generated more excitement compared to blends with only two proteins. The combination of three proteins offered a more balanced sensory experience, the study authors noted. For example, almond, oat, and pea protein reduced formula separation issues, while providing a creamy and rich flavour profile.
Plant proteins on their own are often incomplete when it comes to essential amino acids. Pea protein while rich in lysine, is deficient in methionine. Counter to this, almond protein is rich in methionine, but not lysine. Blending these makes for a more nutritionally complete profile.
Three-blends also present opportunities for brands to create a variety of different tasting and textured formulations, while catering to the various dietary preferences of consumers, for example, allergen-free, or gluten-free. There are also opportunities to create more eco-conscious or sustainable blends, by combining proteins that possess relatively low environmental footprints, such as oat and pea.
Stability is another major challenge for single-protein plant milks, such as soy or pea, which can often lead to an uneven consistency due to separation or sedimentation. The team noted that three-protein blends can improve technological functionalities without the need for fortification and additives, which assists with the ability to create clean-label products.
Hybrid blends within the plant-based market are increasing. Just this year Lidl Netherlands launched a hybrid minced meat product, which combines 60% beef with 40% pea protein.
The researchers highlighted that these hybrid blends could also see success within the plant-based milk space, appealing to consumers who are not willing to give up dairy but want to reduce the amount of animal products they consume. The researchers wrote: “It will provide flexitarians and omnivores with the best of both worlds, allowing them to reduce their environmental impact while indulging in a familiar taste experience.”
The team did note that the blend might have trouble finding its footing in the market, as it may be viewed as “neither fish, flesh, nor fowl”, and as such would only appeal to a certain target group, excluding consumers who are lactose intolerant and vegan.
How to market a blended protein plant-based milk alternative
From oats to almonds, soya, rice, peas, coconuts, and even potatoes, plant-based milk alternatives have taken the world by storm in recent years, currently making up around 66% of the plant-based industry. In 2024, the estimated value of the non-dairy milk market is $5.6 billion. By 2029, this figure is expected to grow at a compound annual growth rate (CAGR) of 14.38%, reaching an estimated 10.96bn.
According to ProVeg, the reason why plant milk producers dominate the lion's share of the market comes, in part, from their ability to tap into varying consumer interests. For example, by creating innovative products sourced from sustainable ingredients and packing their offerings full of new and functional ingredients that bring with them novel experiences, that also deliver on taste.
The researchers of the review argue that there are promising opportunities for blended plant-based milks over the coming decade and that these milk alternatives are perfectly positioned to appeal to the consumer looking for innovative and novel experiences.
The team recommends brands avoid pigeonholing their products by only marketing them as dairy alternatives. Instead, they suggest emphasising the formulation's advantages in terms of sensory experiences and nutrition.
Effective and clear labelling is also key, given that consumers rely on packaging information when making their purchasing decisions. Considering blends may reduce the need for additives and stabilising ingredients, the researchers recommend highlighting the ingredient list and their health benefits. In addition to clean label, emphasising nutritional information and sustainability aspects of the product may also appeal to the health and eco-conscious consumer.
