At the recent Bridge2Food 2025 summit in the Netherlands, flavour and fragrance manufacturer Givaudan shared five trends that are shaping the future of plant-based innovation.
The findings are based on Givaudan’s proprietary research, which has surveyed more than 3,000 European consumers and 250 industry experts. As reported by Senior Consumer & Market Insights Manager Laurence Minisini, the trends are:
Health and nutrition
The research indicates that while 54% of Europeans have tried plant-based meat, 12% have stopped purchasing it and 17% have reduced their consumption. Health concerns are often cited as a reason why, illustrating the need for clearly communicated nutritional benefits such as high protein and fiber content and fewer additives.
Taste and texture
Poor taste and texture are also among the most common reasons why European consumers stop buying plant-based meat, with 32% saying they are resistant to trying these products at all. The research indicates that shoppers want new formats such as pulled “meat”, pork-style skewers, and “chicken” wings.
Givaudan says it is working to improve the sensory profile of meat alternatives by masking off-notes, enhancing mouthfeel, and creating more authentic meat-like cooking experiences. The company is also exploring new ingredients and technologies such as mycoproteins, algae cultivation, 3D printing, and cellular agriculture.
“Truly not meat” products
There is growing interest in plant-based products that do not aim to mimic meat. This was demonstrated by Givaudan’s recent Shape the Future alternative proteins challenge, conducted in collaboration with Moonshot Pirates. The winning project was called Valyncia and used microbial fermentation to develop a sweet-tasting, berry-based protein that serves as both a sustainable alternative to animal protein and a healthier sugar substitute.
Value for money
The research shows that plant-based products must deliver across multiple dimensions — including taste, nutrition, sustainability, convenience, and
experience — to justify their prices, which are often higher than comparable animal products. This is especially true since many consumers continue to struggle with the rising cost of living.
Sustainability and clean labels
Givaudan’s research highlights the demand for clean-label, environmentally friendly foods. However, some consumers question whether plant-based alternatives align with this, expressing concerns about over-packaging and a lack of sourcing transparency. This illustrates the need to address these pain points.
“To rekindle growth in the plant-based space, we need to shift from hype
to substance,” says Givaudan. “That means delivering on taste, nutrition, and
sustainability — without compromise. And that only happens when the
whole value chain works together. Givaudan continues to invest in
innovation, co-creation with customers, and technology platforms that are
grounded in deep consumer insight.”
