Potato Protein Market

[251 Pages Report] The global potato protein market is projected to reach USD 144 million by 2028 from USD 105 million by 2022, at a CAGR of 5.4% during the forecast period in terms of value. Potato protein is a plant-based protein derived from potatoes. It is a high-quality protein source that contains all essential amino acids and is low in fat and cholesterol-free too. As a result, it can be a healthy addition to a well-balanced diet, particularly for those who follow a plant-based diet. It is used to increase the protein content of food products, making them more nutritious and appealing to health conscious consumers.

Potato protein improve the texture and mouthfeel of food products and helps to create a more desirable texture of food products. It has similar binding qualities as egg, with excellent gelation and emulsification properties that can be inculcated in the bakery and confectionery food-making procedures. Due to their high functionality, potato is a crucial ingredient in new product development (NPD) in plant-based foods. Adding potato protein in different food and beverages items gives the food a full amino acid score with good functionality. In animal feed it is being used for anaerobic digestion in animals. All these benefits associated with potato protein, from being an ideal egg white replacement in bakery products to being added in food and feed products due to its superior functionality, will boost its demand in the global market.

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Market Dynamics

Drivers : There is rise in consumer preference towards vegan diet

According to data from Redefine Meat Ltd., in September 2021, there were an estimated 79 million vegans globally, which is just over one percent of the whole population. In the US, 2% of the population is identified as vegan; three-quarters are female. Only 40% of the world’s population is projected to eat meat by 2040. This, in turn, drives the demand for vegetable proteins such as potato proteins. Most countries worldwide are studied to have a vegan population ranging from around 4% to 10%. However, some countries have a higher percentage of the vegan population; for example, India was estimated to have a vegan population of 31%, due to religious beliefs, among other reasons. Three out of four Indians are lactose intolerant, according to a 2015 study done by the Sanjay Gandhi Post Graduate Institute of Medical Sciences. Further, studies are going on in this area, and increased concern regarding lactose intolerance will result in a growing need for meat and dairy alternatives since the country has a large flexitarian market.

The rising shift in consumer preference toward a vegan diet is being observed worldwide. According to the World population review, in 2019, the UK had the highest population of vegans, followed by Australia, Israel, New Zealand, Switzerland, Austria & Germany, and Sweden Currently, London alone has 200 vegan restaurants. The countries with the highest percentage of vegans are the UK, Australia, Israel, Austria, New Zealand, and India. This shift in consumer preference is largely attributed to the health concerns associated with meat & meat-based products and other animal-based products such as milk & milk-based products; health & wellness trends; rising ecological and food safety concerns; and rising consumer awareness about weight loss & management.

Thus, an increasing shift in preference of consumers toward the vegan diet to lead a healthy life is a major driving factor for the potato protein market.

Restraints: Potential fear of replacement of potato protein in food and feed industries

The use of potato protein in the food industry is largely limited to confectionery, bakeries, processed meat products, and dairy products. This is due to the limitations in the properties of potato protein that are not found to be suitable in food product formulations owing to issues regarding solubility, stability, and loss of its native properties. Moreover, extensive availability, broad distribution network, superior functionality, and suitability of substitute protein sources such as soy, milk, gelatine, whey, and egg in an extensive range of food applications have further limited the growth in demand and consumption potato protein in the food industry.

A similar scenario is observed in the feed industry wherein the consumption of potato protein in feed products is curbed by the lower price and easy availability of alternate sources such as soy meal, legumes, and fishmeal. Also, many feed-producing companies are unaware of the potato protein content benefits in feed, which also lessens its usage in the market.

Such unawareness of the nutritional benefits of potato protein in feed products and limited consumption of potato protein in the food & beverage industry restrains the growth of the potato protein market in the major developed and developing regions.

Opportunities: Adoption of new technologies in potato protein industry

Potato proteins can be easily extracted by various separation techniques, including an ion exchange (IEX) and expanded bed adsorption (EBA), and their functional properties can be modified for desired purposes. The most common emerging technologies in the potato protein industry are acid precipitation, ion exchange method, expanded bed adsorption, separation, and coagulation. The recent newly developed technique that has come up in the market is spray drying which is used to convert potato proteins into powdered forms. Other emerging technologies still under development include salting. Salting out is also an important method of protein isolation. The use of ammonium sulphate enabled the production of potato proteins with high efficacy but at a comparatively low protein concentration. Additionally, the incorporation of ferric chloride salt accelerated the precipitation of protein from juice, resulting in a recovery efficiency exceeding 86%. The use of the acid precipitation technique contributed to an increase in the solubility of the preparation and improved the stability of the emulsions formed with its participation. Natural adsorbents, such as clay minerals, were also used in the process of isolating proteins from potato fruit juice enabling the reduction of the number of glycoalkaloids in the obtained protein preparations.

Potato protein is a rich source of patatin and is used as a thickening agent to produce gel-like mixtures. Potato protein is healthy because of its nutritional benefits, such as gluten and allergen-free solutions. Potato protein concentrates are high in carbohydrates and fiber and low in fat, and an economical source of protein. It is used in various food applications, such as bakery, confectionery, and beverages, Owing to its gelling, texturizing, and thickening properties.

A potato plant protein for use in vegan and vegetarian meals is being developed by the UK potato supplier Branston in collaboration with the new technology company Root Extracts in 2022. It will transform secondary grade, low-value potatoes unfit for selling into usable plant protein. In 2013, Branston started investigating potato proteins in the lab to expand it into a profitable business. Moreover, Israeli entrepreneur PoLoPo has created a method that allows egg protein (ovalbumin) to be produced in potatoes. The startup is developing a protein extraction method that will express the protein in the potato itself.

Thus, the adoption of the upcoming technologies and the newer developed techniques in the market for the production of potato protein from potato fruit juices and potato starch are great opportunities for the global potato protein market in the near future.

Challenges: Low production and distribution of potato protein in global markets

Currently, the production of potato-based starch and protein is largely concentrated in Europe and, to a lesser extent, in other regions. The low production and distribution of potato protein in regions such as North America, Asia Pacific, South America, Africa, and the Middle East are largely attributed to the low production of potato starch, subsequently leading to limited availability of juice as a by-product, which acts as a raw material for potato protein; and established regional preferences for proteins such as animal-based in protein in North America and soy-based protein in Asia Pacific.

For example, in August 2022, Royal Avebe joined the United Nations global compact to meet its demand for sustainability as a part of its growth strategy. The market-driving strategy of Royal Avebe is to focus on high-quality raw materials grown sustainably and will help hold the company in a unique position in the market. However, the rules and regulations on raw materials create hurdles and challenges for the company to produce and distribute products in the market. Some of the regulations are mentioned below.

Food Standards Australia New Zealand (FSANZ) is an independent statutory agency established by the Food Standards Australia New Zealand Act 1991 (FSANZ Act). FSANZ is part of the Australian Government's Health portfolio. The agency classifies modified starches as food additives, and it proposes that any unmodified or modified starch that has been changed by physical or enzymatic treatment must be labelled as “starch.” For starch obtained from potato, wheat, peas, barley, oats, or hybridized strains of cereals, the specific name of the cereal must be declared, for instance: “potato starch.” According to the Food Safety and Standards Authority of India (FSSAI), all food classified as ‘Starches, other than chemically modified starches’ should be labelled as to its class title ‘Starch.’

As per USDA, China does not allow market access for fresh potato (other than seed potatoes) imports from any supplier due to SPS concerns. The US government agencies continue to work with their Chinese counterparts on negotiating market access of the US chipping potatoes to China.

Rising Trend of Plant-Based and Vegan Diet is Driving the Demand for Potato Protein in Japan

The demand for potato protein in Japan has been increasing due to the rising consumption trend of plant-based and vegan diets. Moreover, the increasing focus on healthy eating habits and the rising awareness of the benefits of protein consumption have also contributed to the growth of the market.

According to a report published by the Ministry of Agriculture, Forestry, and Fisheries of Japan in 2020, there has been a growing trend of health consciousness among Japanese consumers, leading to an increase in demand for functional food ingredients that can improve health and well-being. Food items that use potato protein in Japan includes meat substitutes for healthier alternative to meat, bakery products like breads, cakes and cookies, protein-rich beverages such as protein shakes and smoothies, pet food and nutritional supplements. This trend has led to the growth of the plant-based protein market, including potato protein.

In addition, the Ministry of Health, Labour and Welfare of Japan recommends that Japanese adults consume 0.8 grams of protein per kilogram of body weight per day for optimal health. However, according to a 2019 survey by the ministry, many Japanese adults were not meeting this recommended daily protein intake. This awareness of the importance of protein consumption may also contribute to the growth of the potato protein market in This is because potato protein is a high-quality protein source that can help to increase the protein intake of Japanese adults and meet their nutritional needs.

Therefore, the rising trend of plant-based and vegan diets, increasing health consciousness, and the growing awareness of the benefits of protein consumption are likely contributing to the growth of the potato protein market in Japan.

Potato Proteins in Feed Offers High Digestibility of Protein

Potato protein, a high-quality source of protein is used as an ingredient in animal feed. It is derived from potato processing by-products, such as potato starch. Also, it is sustainable and cost-effective alternative to other protein sources, such as soybean meal and fishmeal. It contains a high protein content and is rich in essential amino acids, which are important for animal growth and health. It is also low in anti-nutritional factors. For feed formulations, potato protein is used as a partial or complete replacement for other protein sources, depending on the animal species, age and production stage. Potato protein is commonly used in pig, poultry and aquaculture diets that improve feed efficiency and growth performance. Thus, the functional properties of potato protein improve feed processing, texture and palatability. The market for potato protein in feed is driven by various factors which include need for sustainable protein sources, increasing demand for animal protein, health benefits for animals, etc.

Asia Pacific is one of the Major Market for Potato Protein Concentrates

The large base of the vegan population in the Asia Pacific region is a major driver for potato protein; however, the predominant preference for soy protein in food applications, the lack of awareness about the benefits of potato protein, constrained supply issues, and drawbacks associated with potato protein market restricts its growth in the food industry. A recession is unlikely to begin in the Asia Pacific (APAC) region in the coming year, the region will experience headwinds from rising interest rates and slower global trade growth. According to the International Monetary Fund (IMF), inbound investment and productivity gains in technology and agriculture might accelerate growth. However, if high inflation persists, the Reserve Bank of India is expected to raise its repo rate well over by 6%, forcing GDP growth to slow down. The IMF projected global growth of 3.2% in 2022 and 2.7% in 2023 in its World Economic Outlook released in October 2022. One potential impact of a recession on the potato protein market would be a decrease in demand. If consumers and businesses cut back on spending, they may be less likely to purchase products containing potato protein, leading to a drop in demand for this ingredient. Potato farmers may cut back on production or even go out of business if potato farmers and processors struggle financially during a recession. This could decrease the supply of potato protein, which could drive up prices for the ingredient. However, it is worth noting that other factors, such as shifts in consumer preferences, government policies, and technological advancements, also influence the potato protein market in the Asia Pacific region.

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Key Market Players

The key players in this market include Avebe (Netherlands), Tereos (France), Kerry Group PLC (Ireland), Sudzucker AG (US), Roquette Freres (France), Emsland Group (Germany), KMC Ingredients (Denmark), Pepees Group (Poland), AKV Langholt (Denmark), PPZ Niechlow (Poland), The Scoular Company (US), Finnamyl (Finland), Kemin Industries (USA), Bioriginal (Canada), and Duynie (Netherlands).

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Scope of the Report

This research report categorizes the potato protein market, based on type, nature, application, and region.

Stakeholders:

• Potato protein manufacturers and suppliers
• Potato protein associations and industry bodies
• Public and commercial research institutions/agencies/laboratories
• Government regulatory authorities and agricultural research organizations on agricultural genetics
  • US Department of Agriculture (USDA)
  • Food and Drug Administration (FAO)
• Crop farmer associations and cooperative societies
  • National Potato Council
• Other related associations, research organizations, and industry bodies:
  • European Vegetable Protein Association (EUVEPRO)
  • Canadian Celiac Association (CCA)
  • North American Millers’ Association (NAMA)
  • Food and Agriculture Organization (FAO)

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