Rice protein: A healthy substitute for vegan

Rice protein is a vegetarian protein isolate that is an alternative to the more common whey and soy protein isolates. When brown rice is treated with enzymes it causes carbohydrates to separate from proteins results in a protein powder that can be sometimes flavored or added to smoothies or health shakes. Rice protein is a plant-based protein and is a rich source of amino acids, Vitamin B and Vitamin E. Rice protein causes no allergic responses and is easy-to-digest as it is free from dairy, soy or wheat. Rice protein tastes more distinct than most other forms of protein powder. It flavors doesn’t get masked by add-on flavors, rice protein is less unpleasant than the bitter taste of whey hydrolysate. Rice Protein Market is segmented into type, by application, and by Geography. Segmentation on the basis of type is by Isolates and Concentrates. Segmentation on the basis of Application is by Food and Beverages, Dietary Supplements, and Animal Feeds.

Rice Protein Market Drivers

Environment and Heath conscious customers

As people are getting more aware of the ill effects of pollution and harm caused to plant due to humans. People are increasingly motivated to be more environmentally conscious. Customers are buying products that are environmentally friendly to voice their support for sustainable products. Sustainable products have become a need for everyone for securing the planet from extinction. Food and Beverage industry is growing due to the advancement of technology and expansion of product line specifically catering to sustainable category. A lot of diseases are caused due to air and water pollution around the world. Consumers are making adjustments with their shopping habits and are working on changing their lifestyles to suit the requirement. Companies are extensively doing research and development for providing the consumer with the best quality of sustainable products. Consumers are also expecting companies to take measurable steps in providing them with sustainable products and use the sustainable process in making products as well.

Increasing Vegan Population

Most of the people are opting plant-based for various reasons but the major reasons are animals, the planet, and personal health. Cow and other bovine animals are a great source of greenhouse gas emissions, which adds more to the environmental concerns. This fuels the demand for rice protein as an eco-friendly product. People celebrate World Vegan Day on Nov. 1, to celebrate the birthday of the founding of the UK Vegan Society. It was started in 1994 to celebrate the 50th birthday. With a lot of celebrities opting vegan diet and endorsing it for the betterment of health and environment is encouraging people to convert to being vegan. This is resulting in an increase in the rice protein market around the world.

Increase in Organic Rice Protein

People are choosing organic rice, especially vegans because of its functional properties, and being the best alternative to animal and other plant proteins. Organic rice protein contains 80% proteins and eight essential amino acids. It contains higher protein composition. It has a lot of applications in sports and energy nutrition, beverages, dairy alternatives, and bakery & confectionery. It is used in products like bars, powdered shakes, kinds of pasta, soups, cereals, etc. Organic rice protein can majorly cater to the lactose-intolerant population.

Alternatives to rice proteins are Whey Protein and Soy Protein

Whey Protein: - Is formed as a by-product of cheese and can even be formed by separating casein in milk. Whey is a complete protein as it contains all 9 essential amino acids and is low in lactose content. Whey protein has a lot of benefits like aiding in weight loss, anti-cancer properties, lowering cholesterol, preventing asthma, blood pressure and cardiovascular disease. Whey protein helps in losing body fat and helps in forming lean muscle. Whey protein is available in three different types of variants: -

• Whey Protein Concentrate (WPC) has low levels of fats and low levels of carbohydrates in it. Lower end concentrates tend to have 30 percent protein and higher end up to 90 percent.
• Whey Protein Isolate (WPIs) is further processed for removing fat and lactose and it usually contains 90 percent protein.
• Whey Protein Hydrolysate (WPH) is considered to be the "predigested" form of whey protein because it has already undergone partial hydrolysis, due to which it requires very less digestion comparatively to other two whey protein.

Soy Protein: - This is formed from soybean meal that has been dehulled and defatted. Soy protein generally contains 60-70% of total soybean protein. At the time of the germination of the soybean, the protein is digested and releases amino acids that will be transferred to the location of seeding growth. Soybean contains biologically active or metabolic proteins that are important for human nutrients. Soy protein is available in three different types of variants: -

• Soy Protein Concentrate: - It contains 70% soy protein and is a defatted soy flour without water-soluble carbohydrates. It is made by removing part of carbohydrates (soluble sugar) from DE hulled and defatted soybeans
• Soy Protein Isolate: - It is a highly refined or purified form of soy protein with a minimum protein content of 90% on a moisture-free basis. It is made from defatted soy flour which consists of most of the non-protein components, fats, and carbohydrates. It has a neutral flavor.
• Soy Protein Flour: - Soy flour is made from grinding soybeans into a fine powder. It is available in three forms whole or full fat, defatted with 50% protein content, and lecithinated (lecithin added).

Future Prospects

Rice protein market to have a large demand in the Food and Beverage Industry across the world. People are increasingly motivated to be more environmentally conscious. Customers are buying products that are environmentally friendly to voice their support for sustainable products. A lot of people are opting for plant-based food for various reasons but the major reasons are animals, the planet, and personal health. People are choosing organic rice due to its benefits like being gluten-free and providing up to 80% of protein. The future does hold a bright space for the rice protein market with growing demand and a population of vegan consumers.

The American market is expected to hold a substantial market share due to the growing demand for sports and energy bars, extensive distribution network, nutrition segment, and dietary supplements, and the presence of major producers. Rice protein market is growing due to early adoption by customers and advancement of technology. Asia Pacific region is to have the fastest growth rate in the forecast period due to increasing consumer awareness regarding healthy lifestyles, rising demand for protein concentrated food, and lifestyle changes in the region.

Knowledge Sourcing Intelligence is a market research and consulting firm based out of India. Steered by some of the industry experts, the company provides syndicated reports, custom research, and consulting services.