As consumers increasingly lean towards healthier, more transparent eating, there’s a new wave of plant-based products prioritising wholefood ingredients. Unlike traditional meat analogues, which focus on replicating the taste and texture of animal-based meat, these wholefood-inspired offerings prioritise ingredients like legumes, grains, and vegetables and showcase their unique flavours and nutritional benefits.
This shift is driven by a growing consumer desire for ‘cleaner’ foods, with minimal processing and simpler, ‘recognisable’ ingredients. For brands, this evolution in consumer preference signals an opportunity to stand out and leverage shifting dietary values.
The growing appeal of wholefoods
Health-conscious consumers are increasingly selective about the products they buy, and this has led to a rise in demand for minimally processed, wholefood-based plant options. Recent surveys reflect this trend: according to Euromonitor’s 2024 Voice of the Consumer: Health and Nutrition Survey, 17% of European consumers actively look for products with familiar, recognisable ingredients, while over a third closely examines nutrition labels to avoid ultra-processed foods.[1] This movement is largely fuelled by growing health concerns, causing more people to seek nutrient-dense, natural foods to support their wellbeing.
Emerging brands like Actual Veggies and Meati are paving the way for this trend. Their offerings prioritise transparency and simplicity, showcasing wholefood ingredients like broccoli, kale, and mushroom, which consumers trust. The Green Burger by Actual Veggies, for example, is made from broccoli, kale, yellow onion, and white beans, with a nutrient profile that appeals to health-oriented shoppers. Meati’s Carne Asada Steaks emphasise simple, clean ingredients like mushroom root (mycelium) and fruit juice for colour, catering to those who want minimally processed foods.
Established brands are also adapting to meet this new demand. Beyond Meat recently launched a new product range – Beyond Sun Sausage – that focuses on wholefood ingredients, prioritising flavour and nutrition over ‘meaty’ texture. This shift reflects a broader trend as consumers scrutinise ingredients and favour those with perceived health benefits.
A strategic opportunity
For brands, this rise in wholefood-inspired products offers a strategic opportunity to differentiate in an increasingly competitive plant-based market. With flexitarians, open-omnivores, and health-focussed consumers driving demand, brands that simplify ingredient lists and highlight wholefood origins can appeal to a wider audience.
Read the full article by ProVeg International on the New Food Hub and explore actionable strategies. For direct support from ProVeg, you can get in touch with their team at [email protected].
[1] UPF free: the next major claim in the food and drink industry, (2024). Euromonitor. Available at: UPF-Free: The Next Major Claim in the Food and Drink Industry – Euromonitor.com. Accessed: 2024-11-04.
