Musings from the Plant Based World Expo: Protein Obsession, Information Overload, and the Consumer Disconnect

This week I attended the Plant Based World Expo in NYC. In addition to dozens of exhibitors—mostly brands selling plant-based foods, beverages, or supplements—the conference featured a range of education sessions, many of which centered on consumer perceptions, mindsets, and behaviors. Here are a few highlights that caught my attention and got me thinking the most:

1. The Protein Obsession

Multiple presenters emphasized that protein is a top priority for consumers—so much so that people are seeking it in places you wouldn’t normally expect (e.g., beverages, candy). High-protein diets are especially common among Millennials and Gen Z, and as Impossible Foods’ Director of Sales, Joseph Saine, put it, protein isn’t a fleeting trend but a mainstay that’s here for the long haul.

But what exactly explains this obsession? Why are consumers so fixated on protein?

In my own work, consumers frequently cite protein as a desirable benefit. Yet when I ask what they believe protein does, many struggle to articulate an answer. Some eventually mention muscle growth and occasionally energy, but the rationale often feels vague. I posed this question to presenter Jessie Wright of SPINS, who agreed: consumers are indeed obsessed with protein, but many don’t really understand why—they’re often influenced by social-media messaging more than actual nutritional knowledge.

Protein is, of course, an important part of a balanced diet. But if consumers can’t clearly articulate why they need it or how it impacts their lives, is protein (as a priority) here to stay? This question leads directly to my next insight…

2. Consumers Have All the Information, But None of the Intuition

Protein has become a buzzword, and a quick search on Google or any social platform brings up endless content praising its importance. Today, anyone can flood themselves with information about nearly any nutrient. Younger generations, in particular, seem vulnerable to information overload, even about themselves--Wright’s presentation included data showing that majorities of Millennials and Gen Z use fitness trackers to monitor their biometrics.

But is all this information really necessary for making everyday decisions about health and wellness? Basic education is clearly helpful, but to what extent does our reliance on metrics and influencers pull us away from our own intuition about what our bodies need?

I suspect this disconnection is part of why consumers have difficulty articulating protein’s importance. Many aren’t tuning in to how a particular food or beverage makes them feel—physically or mentally—in a real, embodied way. Instead, decisions are shaped by outside messaging. The story of how our preferences and desires get shaped is an interesting one, and one I don't believe many brands fully understand. Part of that is rooted in their lack of attention to the real consumers/customers their brands are supposed to serve.

And that brings me to my final point—one that spans far beyond the plant-based space.

3. Too Many Brands Are Ignoring Their Consumers

I know I sound like a broken record (as I’ve written about this before), but too many brands and organizations are disconnected from the people they aim to serve. Throughout the conference, speakers referenced the plant-based sector’s slowdown and pointed to a lack of alignment with consumer needs. Danny O’Malley, founder of Before the Butcher and former sales leader for Beyond Meat, articulated it clearly: the industry’s rush to launch more products backfired because the development of those products were not rooted in consumer needs/desires.

I spoke with several exhibitors, including many start-ups. When I asked them about their product’s differentiator—what truly makes them stand out from another plant-based burger, chicken nugget, or functional beverage—many couldn’t answer. If founders can’t articulate their differentiator, they certainly aren’t communicating it to consumers. And in a market that’s still saturated even if growth is slowing, a clear value proposition isn’t optional—it’s essential.

Making business decisions without consumer insights is like hiking without a map or compass: you might reach your destination by luck, but you’re far more likely to get lost.

At BLS, we love helping start-ups and organizations get grounded in their audiences—and we know how to deliver meaningful insights even with smaller budgets. If you’re ready to make more guided, consumer-driven decisions, we’d love to help.