KM ZERO Food Innovation Hub

© KM ZERO Food Innovation Hub

Startups, Accelerators & Incubators

The Flexitarian Project is Born, the Largest Collaborative Plant-Based Project Between Startups & Spanish Food Companies

The largest Spanish collaborative project between startups and large food companies has taken its first steps at the Open Innovation & Investment Day, the event that marks the closing of the initial phase of work of KM ZERO Venturing, the first Spanish open innovation program for startups in foodtech. Under the name of The Flexitarian Project, this pioneering initiative has been confirmed by its promoters, the companies Familia Martínez, CAPSA VIDA and Helados Estiu together with the startups Väcka, Wevo, Grin Grin Foods, Gimme Sabor, and Quevana, with the aim of bringing healthy, sustainable and accessible plant-based products to the market for the consumer, in addition to promoting the visibility of plant-based foods. The potential of collaborations to change the food industry Along with this …

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ProVeg NFH Pastan

Image courtesy of ProVeg International

Food Service

Plant-Based Pasta as the Secret to Attracting Flexitarians to Food Service Venues

Since launching in 2020, Pastan has been serving up delicious plates of fresh, plant-based pasta to eager diners. Two pop-ups and a few years later, Pastan Co-Founders Jerome Ibanez and Dean Fawcett now have four vibrant restaurant venues under their belts – with their newest in Spain! In its latest New Food Hub interview, ProVeg International caught up with Co-founder Jérôme to learn more about the exciting chain, and to learn the secret to success. What’s the secret to attracting flexitarian and non-vegan eaters to plant-based restaurants like Pastan? Jérôme: Before we talk about things like marketing strategy, I think there is a key aspect for Pastan, which is pasta. So, pasta itself remains something very important – who doesn’t like pasta? The demographic goes …

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Vegan meal kits cooked and served

© Just Add Vegan

Market & Trends

19% of Australians Embrace Flexitarian Diets, Taste Top Priority for Omnivores, Reveals New Study

The latest research by the polling institute YouGov shows that 19% of Australians consider themselves flexitarians, eating primarily plant-based foods and occasionally meat and fish. Additionally, across all the Australian states, the flexitarian diet was the most popular choice after a standard omnivorous diet.  The poll also shows that 6% of consumers have adopted a vegetarian or vegan diet, driven mainly by young consumers. Notably, this trend is significantly more prevalent in Victoria, where one in ten consumers have adopted a plant-based diet, according to the authors. The data also reveals that a lower percentage of Gen Z and Baby Boomers identified as flexitarians, with only 12%, compared to Millennials and Gen X, who were approximately 25%. Meanwhile, Gen Z and Millennials are more likely to adopt an entirely vegetarian …

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ProVeg - how to attract flexitarian consumers

© ProVeg

Marketing & Media

Attracting Flexitarian Consumers with Comfort and Familiarity

Flexitarians – those who consume both meat and plant-based foods – are now the fastest-growing consumer demographic, making up nearly 30% of Europeans.1 This consumer segment holds the key to unlocking the plant-based industry. By shifting focus from the niche vegan market – which represents less than 4% of European consumers – to flexitarians, plant-based meat brands can open up a market over ten times larger!2 But how do you appeal to meat-eating, flexitarian consumers? In its recent case study, ProVeg International profiled the plant-based meat brand LikeMeat to demonstrate some of its strategies to create a ‘meaty’ experience and attract flexitarian consumers. The case study makes five key recommendations for plant-based brands looking to attract more meat-eating consumers: Optimise taste and texture Balance taste …

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Strong Roots truck

© Strong Roots

Marketing & Media

Strong Roots Gives Away Plant-Based Food in Dublin as 16% of Irish Consumers Identify as Flexitarian

Strong Roots, the B Corp on a “mission to fix the freezer aisle”, will be giving away plant-based food from its Roots on the Road food truck, each Saturday from tomorrow 24th June to the 15th July, at major shopping centres in Dublin.   The fast-growing brand points out that 16% of Irish consumers identify as flexitarian and a third of consumers buy more plant-based products than they did three years ago. A recent report from the Climate and Health Alliance has also suggested that it’s crucial for the Irish diet to move towards eating more plant-based products and less processed foods for overall health benefits countrywide.   This tasting tour comes amid a period of global expansion for Strong Roots which recently launched its …

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A plant-based burger by Geronimo Foods

© Gerônimo Foods

Investments & Finance

Grano Alimentos Acquires Vegan Brand Gerônimo Foods to Capitalize on Growing Flexitarian Market

Grano Alimentos (Grano Foods), a leader in the frozen vegetable sector in Brazil, has announced the acquisition of Gerônimo Foods, a vegan meat and snack brand, to continue its expansion in the plant-based category. Despite the rumors of the sector’s demise, the frozen food giant has made two investments in the sector in a short period. Last year, the company purchased Mr. Veggy, a vegan frozen food brand, to expand to other categories with a convenient and healthy food offer. InfoMoney recently reported that the company intends to capitalize on flexitarian demand to reach its revenue goals (half a billion in sales by 2025).  “The difference is that it’s a core product for us. We are a plant-based company and have no intention of being a meat analog. We also …

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Plant-based dog food

© ProVeg

Pet Food

Four Ways to Attract Flexitarian Pet Owners With Plant-Based Dog Food

As the plant-based movement gathers momentum globally, we’re seeing more people becoming interested in flexitarian diets, not only for themselves but for their dogs, too. Excitingly, a 2021 study found that 72% of US pet parents were open to having plant-based protein sources in their animals’ diets. The study participants also indicated a high interest in hybrid diets – balancing animal and plant-based protein sources – lending further credence to the notion that flexitarianism is leading pet carers to try a similar approach to feeding their pets. Innova Market Insight’s Nutrition & Health Survey 2020 shows that the top reasons driving consumers to switch to flexitarian diets include health, sustainability, and taste – all things dog parents are increasingly demanding for their pets, as well. …

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Plant-based sausage

© Redefine Meat

Market & Trends

Germany: Half of Consumers Now Flexitarian, Vegan Population Reaches 1.5M

A report by the USDA has found that over half (55%) of Germans now consider themselves flexitarian after reducing their meat consumption. The country’s vegan population has also risen, reaching 1.5 million last year. Titled Plant-Based Food Goes Mainstream in Germany, the report notes that the latter figure is up from just 0.1 million ten years ago. Meat consumption also plummeted in the intervening time, down from 138 pounds per person per year in 2011 to 121 pounds in 2021. Per capita cow’s milk consumption fell 5% in a single year between 2020 and 2021, as milk alternatives grew in popularity. The report suggests that these changes are mostly driven by young people, with many also convincing their parents to make the switch. German politicians …

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Delhaize burger

©Delhaize

Studies & Numbers

Meat Consumption in Belgium: 11% of Belgians Are Non Meat-Eaters & 31% Flexitarian

Last week, the Belgian Association for Research and Expertise for Consumer Organisations published a survey studying the trends and habits around meat consumption in Belgium, revealing that 11 % of Belgians identify as non-meat eaters. In Belgium, meat is traditionally part of the daily diet. In 2020, Belgians ate an average of 82 kg of meat per year, double the global average (OECD-FAO, 2021). 89% of this came from four sources: pork, beef, veal, and poultry (Statbel, 2021). “We wondered whether Belgian consumers are ready to adjust their protein consumption to a more sustainable pattern; to consume less animal protein and more often consume alternative proteins,” said the study’s authors. The survey revealed a twofold scenario. Firstly, most consumers (56-65%) intend to keep their meat consumption …

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ProVeg NHF

© ProVeg International

Delivery Services

How Meal Kit Companies Target Flexitarians to Promote Plant-Based & Drive Profits

Consumers are increasingly turning towards convenience, as lives get busier and working hours lengthen. This behaviour change is important for customer-focused food companies to consider, as it will affect how consumers approach mealtimes and thus, what they buy and eat. At the same time, the plant-based sector is seeing no sign of slowing down, with 40% of consumers now buying plant-based foods.  To appeal to as many consumers as possible, many meal kit brands have turned to the plant-based market, combining convenience with new ranges of plant-based recipe boxes. The past few years have also seen a huge increase in smaller recipe kit and meal box brands dedicated entirely to plant-based or vegetarian ingredients. Although these levels of growth have proved to be unsustainable, the …

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Flax & Kale flagship store

© Flax & Kale

Gastronomy & Food Service

Flax & Kale Opens Flexitarian Flagship Store in Madrid

Flax & Kale, a plant-based company with its own local production in Spain and part of the Teresa Carles Healthy Foods restaurant group, has opened its first flexitarian flagship restaurant in Madrid called Flax & Kale Trafalgar. This new opening continues the company‘s expansion plan, which now totals six restaurants in the group. The restaurant located on Trafalgar Street combines best sellers with recipes and ingredients that aim to revolutionise the healthy world through innovation and creativity, as stated in a press release. The new dishes on the menu are a total of 8 dishes – 5 main courses, 2 brunches and a dessert – including plant-based creations. The two vegan options incorporated in the new restaurant are: Plant-based bbq ribs with barbecue sauce, grilled …

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Image: ProVeg

Cheese Alternatives

The Future of Plant-Based Cheese: Four Key Strategies to Target Flexitarians

It is no big secret that people love cheese. For many non-vegans, the popular saying “I would go vegan but…” is often followed by a proclamation of love for cheese. So what is it about plant-based cheese that puts consumers off? And how can your business develop a plant-based-cheese product that overcomes this barrier? ProVeg International has just published an article exploring these very questions, providing businesses with actionable advice on how best to harness the developing plant-based cheese market. With major UK cheese brand Cathedral City having just launched their first-ever plant-based cheese range, it seems there’s no better time for your business to capitalise on the ever-increasing consumer demand for plant-based cheese. According to ProVeg’s insight, the four key strategies that your business …

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Andreas Herber ©BENEO

Interviews

BENEO: “Our Survey Revealed 1 in 4 Consumers Worldwide Identify as Flexitarian, and Half Are Interested in Plant-Based”

Leading functional ingredients producer BENEO has hit the vegconomist headlines recently with its €50 million investment into a new faba bean processing plant in Germany, as well as its acquisition of Meatless BV, a Dutch producer of texturized plant proteins with over 15 years of experience. We interviewed Andreas Herber, Member of the Executive Board at BENEO, to discuss the company’s plant-based future.  Who is BENEO and what does the company stand for in the plant-based sector? BENEO has long-standing experience in developing and producing plant-based functional ingredients for food, feed, and pharmaceutical products. Plant-based solutions are thus in our genes. But for us, it is also key that our products provide additional benefits. In line with our company’s philosophy of “Connecting nutrition and health”, our …

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Image courtesy of ProVeg

Retail & E-Commerce

How to Target Flexitarian Consumers With Plant-Based Products

ProVeg International has recently published the report ‘How to target flexitarian consumers with plant-based products’, detailing the best ways to market plant-based products to flexitarian consumers. Flexitarians represent the biggest target segment in plant-based food retail, so it is essential your business can effectively grasp and maintain their attention. Manufacturers and retailers should focus their marketing, product development, and merchandising efforts on this segment, while also ensuring their products are accessible to mainstream consumers’ need for affordable and convenient foods. Click here to access the full whitepaper and find out more about packaging, pricing, and merchandising best practices. Why flexitarians? A recent pan-European Union (EU) survey led by ProVeg International found that almost 40% of EU consumers now identify as either flexitarian, vegetarian, pescetarian, or …

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©Lavva

Business Wire

Worldwide Plant-Based Yogurt Industry to 2026 – Veganism and Flexitarians are Driving Growth

DUBLIN–(BUSINESS WIRE)–The “Plant-Based Yogurt Market – Forecasts from 2021 to 2026” report has been added to ResearchAndMarkets.com’s offering. The plant-based yogurt market is projected to witness a CAGR of 25.43% during the forecast period to reach a market size of US$3,613.232 million by 2026, increasing from US$739.651 million in 2019. Companies Mentioned Lavva Springfield Creamery Inc Califia Farms Forager Project Chobani Groupe Danone Epigamia Dean foods Kite Hill Yoplait As the name suggests, plant-based yogurt is made of milk extracted from almonds, cashews, coconut, flax seeds, plantains, oats, peas, and others. These yogurts contain plant-based versions of gut-boosting, live probiotic cultures which provide several health benefits. The recent change in the dietary trend is one of the foremost drivers of the plant-based yogurt market. The …

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La Vie Bacon

©La Vie

Market & Trends

49% of French Households Have at Least One Flexitarian

According to a recent study by Kantar World Panel, 49% of households in France currently have at least one flexitarian person actively seeking to limit their meat consumption, demonstrating a drastic rise from just 25% six years ago. In 2021, 16% of French consumers purchased meat alternatives. According to figures reported by the Huffington Post, sales of meat alternatives increased by 16% between November 2020 and November 2021 in France. The market was worth €105 million in the same period. Currently, Herta’s Le Bon Végétal brand (Nestlé) is said to have a 54% share of the market for plant-based alternatives in the ‘plant-based delicatessen’ supermarket section. However, the sector is becoming increasingly dynamic thanks to the arrival of new players, including many vegan French companies …

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Califia Farms

©Califia Farms

Business Wire

Global Plant-Based Milk Market Outlook to 2026: Growing Vegetarian, Vegan and Flexitarian Diets Driving Market Growth

DUBLIN–(BUSINESS WIRE)–The “Global Plant-Based Milk Market Outlook, 2026” report has been added to ResearchAndMarkets.com’s offering. Global climatic changes, increasing deforestation, lactose intolerance, gastric problems, indigestion and animal cruelty has led to a push to the vegan or plant based food products. Given this reasons, increasingly people around the globe are turning vegetarian, vegan, or even flexitarian. The vegan trend is in the air, due to its large presence over various social media platforms over the internet. It plays a pivotal role in luring the young demographics to turn to plant based milk. The plant based milk market is expanding speedily and is forecast to reach revenue of USD 25 Billion by the end of forecast period. The global plant based milk market is three times …

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JUST Egg Canada

©Eat Just

Products & Launches

Pourable JUST Egg Rolls Out Across Canada Where 55% of Consumers Now Identify as Flexitarian

Following this week’s European regulatory approval of mung bean as a novel protein, enabling the launch of JUST Egg in Europe in mid-2022, Eat Just today announces that its popular liquid egg is launching across Canada, where according to Mintel, 55% of consumers identify as flexitarians and 62% of those plan on eating more plant-based products in the future. Interest in plant-based products is certainly on the rise in the world’s second-largest country, where both the folded egg product which was made available in Canada last summer and the liquid product are manufactured. Eat Just reports that Canada continues to be one of the most requested and strongest market launches for its products, and that after only a few weeks of launch, the folded egg …

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Vikas Garg abillionveg

Vikas Garg ©abillion

Interviews

abillion: “65% of Our Members Are Omnivores or Flexitarians – We Are Excited to Be the Platform That Guides Them in This Journey”

Sustainability platform abillion today announces the launch of Save Vegan Restaurants fund with the commitment of donating up to $1 million to support vegan restaurants in the USA. The #SaveVeganRestaurants campaign launched April 1st in partnership with We Are Impactors, a crowd-sourced discovery platform for impactful vegan, environmental, and social justice videos, and nonprofit Million Dollar Vegan.