The global interest in alternative protein sources as substitutes for traditional meat products is on the rise. This trend is, in part, a response to acknowledged environmental challenges linked to meat production. A growing number of consumers are reconsidering their dietary choices, seeking sustainable alternatives to meat. This shift has led to a market currently valued at approximately $10 billion annually, with projections estimating it to reach $140 billion by the year 2030.
The alternative proteins market offers promising prospects for brands, but it also carries certain risks, particularly the threat of food fraud and economically motivated adulteration. These risks can pose significant challenges for brands in their upstream supply chains. Taking this into consideration, Adem Kulauzovic, Director of Automation at Domino Printing Sciences, discusses the challenges encountered by brands in the emerging proteins market and offers insights into how the industry can collaborate to effectively address these new risks.
Growing appeal
Globally, there is a growing recognition of the environmental repercussions associated with cattle farming and traditional meat production. This awareness is fueling the adoption of flexitarian, vegan, and plant-based diets, with an increasing curiosity in alternative proteins like peas, soy, wheat, and even insects. A recent study by FMCG Gurus disclosed that 14% of consumers worldwide had decreased or completely removed meat from their diet in the preceding 12 months. The report also highlighted that 30% of global consumers find insects, particularly in processed forms like flour or meal, to be appealing.
Consumers are becoming increasingly aware of insect farming as a viable and sustainable response to rising food requirements. Studies conducted by the Food and Agriculture Organization of the United Nations (FAO) indicate that edible insects are rich in protein, vitamins, and essential amino acids, boasting an exceptionally high food conversion rate. Comparatively, crickets require only 1/6 of the feed necessary for cattle, a quarter of that needed for sheep, and half that required for pigs and chickens to produce the same amount of protein. Additionally, they generate lower greenhouse gas emissions.
Food fraud risk
As the alternative proteins market expands, brands within this domain face escalating challenges. One significant concern is the potential for food fraud, specifically the risk of economically motivated adulteration (EMA). EMA involves the addition of low-quality, inexpensive ingredients to increase the volume of higher-value products. Examples include incorporating corn or fructose syrup into premium honey and diluting wine or other alcoholic beverages with vinegar or lower-value liquids.
In my view, the alternative proteins market may be particularly susceptible to EMA. Unlike traditional meat-based proteins, plant and insect proteins are often processed into homogeneous dry powders to reduce bulk and transportation costs. These powders can appear nearly identical to the naked eye, making them easy to dilute or “bulk out” with cheaper, visually similar powders.
The threat of food adulteration becomes more pronounced during ingredient shortages, such as those arising from supply chain disruptions or crop failures, as observed in current circumstances. Ingredient shortages compel brands to seek alternatives outside their regular, secure supply chains, potentially creating opportunities for opportunistic counterfeiters to exploit the increased cost of raw ingredients driven by global demand.
Unsuitable ingredients, unidentified allergens, and harmful products
Mitigating the risk
Given the well-known potential repercussions of product mislabelling and subsequent recalls, brands in the alternative proteins market must consider how to shield themselves from the risk of food fraud. Based on my experience collaborating with processed food manufacturers, the most effective approach to address such challenges involves transparency, data sharing, and collaboration.
Food fraud is a global issue, and addressing it requires substantial collaborative efforts from all stakeholders in global supply chains. Nestlé, a global food manufacturer, has developed a Food Fraud Prevention document with precisely this objective. The document offers guidance to the industry on how to tackle this issue, emphasizing the need for food operators, suppliers, and partners along the food value chain to work together to enhance transparency. Specifically, the recommendations include:
Identifying and addressing vulnerabilities in the supply chain. Implementing verification measures accordingly. Developing collaborative tools to facilitate data sharing.
Legislation is also a consideration. Currently, there are limited legislative requirements for batch-level traceability of raw ingredients, including protein powders, but this could change in the future. Anticipated updates to the US Food Safety Modernization Act may introduce new traceability requirements for certain raw produce. The food industry might follow a path similar to the Falsified Medicines Directive (FMD) and other pharmaceutical regulations, mandating compulsory serialisation of products to enhance transparency in the market.
Until such regulations are in place, brands producing processed goods rely on their suppliers. However, the responsibility lies with the brand to promote trust and transparency, ensuring that their suppliers can guarantee the legitimacy of their products and raw materials. Implementing rigorous audits and inspections, including testing raw materials to verify no adulteration has occurred, is crucial.
Implementing such systems goes beyond protecting consumers and brand image. With consumers increasingly demanding more transparency, brands that take steps to implement traceability within their raw materials supply and provide ways to share that information are likely to earn trust and loyalty from current and potential customers.
Conclusion
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[1] https://www.accenture.com/_acnmedia/thought-leadership-assets/pdf/accenture-competitive-agility-index.pdf