Rice Protein a New Vegan Product in Growing

Protein is an important micronutrient responsible for the growth and development of the body muscles during childhood, adolescence, pregnancy or old age. Rice protein is a plant-based protein and is a rich source of amino acids, Vitamin B and Vitamin E. Essentially, rice protein causes no allergic responses and is easy-to-digest as it is free from dairy, soy or wheat. Rice protein taste 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. People do prefer unique rice protein flavor over artificial flavoring. In recent times, a large number of people are shifting to plant-based diets owing to the concerns related to their health and environment. Being a key source of protein for vegans, it is expected to increase the demand throughout the forecast period. Rice protein comes with high nutritional value; stabilizes the blood sugar level and reduces the rate of absorption of high-carb meals. As far as the environment is concerned, rice protein can be called a friendly and sustainable alternative to other sources of protein like whey-protein which puts heavy pressure on the environment in the production process.
Due to the changing lifestyles of consumers, more thrust is being given to physical activities like gym, sports, and yoga, among others. As a result, the demand for protein supplements is on the rise but gets affected due to the difficulty in digesting it and its other harmful side-effects. Rice Protein is expected to cater to that section of the population which is highly health-conscious. Besides, the health-issues arising due to the high consumption of animal-based products are driving people towards adopting a vegan diet. Rice protein has various other applications, for instance, they are also used in pharmaceutical or medical industries and baby-foods.
Drivers of Rice Protein Market
  • Increasing Vegan Population
With more people adopting vegan diets out of health reasons or concern for animals, demand for plant-based products is also rising. 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. A major chunk of the population is experiencing deficiencies of B & D Vitamins (mainly B12 and D3), which are predominantly associated with monitoring stress & mood and bone health, due to less exposure to sunlight and poor eating habits.
  • Health and Environment Conscious Consumers
Rice protein is an eco-friendly option as compared to whey protein. Rice protein uses less natural resources and creates less carbon emission. Whey protein is a by-product of the dairy industry taking a heavy toll on the environment. 
  • Increase in organic Rice Protein
There is a rise in demand for organic rice protein due to its higher protein content makes it a trending factor that acts as a catalyst in the expansion of the global fructose market. Organic rice protein can majorly cater to the lactose-intolerant population. It is gluten-free, and furthermore increasing the demand for rice protein market.
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. 
Segmentation by Type and Application
  • Isolate
Isolate rice protein is a double purified with method name ion-exchange or cross-flow microfiltration. 
  • Concentrate
Rice protein concentrate is a good raw material for fish nutrition due to its high protein and lipid content. 
  • Food and Beverages
The food and beverage industry is growing at in faster rate due to the high demand by consumers because of the changing lifestyle and increase in disposable income. People are demanding more healthy food and beverages. Demand for functional foods and beverages, such as energy bars, sports, and energy drinks are increasing. 
  • Dietary Supplements
Application in dietary supplements like in sports and energy nutrition is due to their high amino acid profile and branched-chain amino acids (BCAAs), which are essential for athletes and bodybuilders for muscle recovery. It helps in weight management.
  • Animal Feeds
Rice protein meal is used to feed the animals as it helps animals in growing and fight against illness. Rice protein make animal stronger and eat more mainly. Rice protein meal improves feed energy, reduces feed cost, and promotes livestock growing.
Segmentation by Geography
By geography, the protective packaging market has been segmented as Americas, Europe, the Middle East and Africa, and the Asia Pacific. 
The American market is expected to have a substantial market share of the rice protein market due to the presence of major producers, extensive distributions network, growing demand for the sports and energy nutrition segment and dietary supplements. The high demand for the food and beverage industry with the advancement in technology and early adoption of new products is growing the market of rice protein in the region. The Asia Pacific to have the fastest growth due to increasing consumer awareness regarding healthy lifestyles, rising demand for protein concentrated food, and lifestyle changes in the region.
Acquisitions and Investments 
  • In 2016 AIDP Inc. entered into an agreement with Plandai Biotechnology inc. The UK for distribution of its products in Europe region with an aim to increase its customer base in Europe.
  • In 2016 Rice Bran Technologies (US) entered into an agreement with Narula Group of Companies (Thailand), a leading manufacturer of organic rice. The agreement was for distribution rights of Narula organic rice worldwide except in South East Asia, Germany, and the UK. In addition to this RBIT will market additional products and gain the advantages of the growing organic product market trend.