Veganuary began in 2013 and has today evolved into a highly influential global movement, transforming how millions approach their diet each January and beyond. In this article, Matthieu Bertoux, Marketing Director EMEA, Ingredion, looks at the manufacturing and consumer trends that are making plant-based eating more accessible than ever before.
Veganuary was conceived around a kitchen table in York, UK, and last year, 25 million people worldwide participated in the initiative [1]. Whether or not 2025 sees a consecutive annual increase in the number of people getting involved, Veganuary has been part of a seismic shift in the eating habits of European consumers. Interestingly, the number of people practicing strict plant-based diets has not exploded.
Instead, people who have been inspired to try plant-based foods, have discovered that they like it, and have decided to permanently reduce their intake of animal products as a result. Only around 3% of consumers in Europe identify as vegan, while 27%, nine times as many people, now follow a ‘flexitarian’ behaviour pattern [2].
Health driving plant-based trends
The most common reason, cited by 47% of those reducing their meat consumption, is health [3], and this primary concern appears to be driving some of the key trends we are seeing in plant-based foods.
The challenge in creating plant-based products that the average omnivore will enjoy, lies in replicating both the nutritional value of meat and dairy products, and their characteristic taste and texture. One of the key problems is that while plant proteins can be adequate replacements from a nutritional point of view, they do not behave in the same way as animal proteins in providing desirable textures.
This means that functional texturizing ingredients are a key part of plant-based formulations, and it’s important that these ingredients are acceptable to consumers. Ingredion’s ATLAS research shows that the importance of what is listed on a product label has grown rapidly in recent years.
Now, 79% of global consumers state that they want to recognise a product’s ingredients, and 62% say they always or usually read the back and side of the product. So, it’s no wonder that forward-thinking manufacturers are prioritising the formulation of products with as many recognisable ingredients as possible.
Leveraging innovative and recognizable solutions
A good example is the replacement of hydrocolloids like gums and modified starches in plant-based dairy formulations with functional native starches like Ingredion’s NOVATION® Indulge 2940 starch. This cutting-edge ingredient provides gelling properties and creamy, indulgent textures. Listed as ‘corn starch’, or just ‘starch’ on the label, it offers high levels of consumer acceptance as well as providing some of the texture functionality of both dairy proteins and fats.
In meat alternatives, Ingredion’s KaTech gelling solutions are helping manufacturers achieve meat-like texture with plant-proteins, fibres and starches, replacing less accepted ingredients. These solutions are helping to produce plant-based meat alternatives mimicking fibrous chicken breast, Vienna sausage or bratwurst, all with a satisfying hot and cold bite.
So, this Veganuary, we will be seeing the same delicious plant-based temptations that have helped to change the outlook of so many. The difference will be noticeable on the packaging with a more recognisable ingredients list. With the number of flexitarians and health-aware shoppers growing each year, this is a trend we can expect to continue.
