While 42% of plant-based food consumers are purchasing vegan products on a more regular basis, most consumers are seeking tastier products and a broader range to select from, finds a recent study from Kerry Group.
The study which was conducted amongst plantbased consumers found:
- 42% are choosing meat alternatives more often than they were 12 months ago
- 37% of plant-based protein consumers in Europe want better tasting products
- 26% want a better range of products to choose from
- 28% are looking for meat alternatives with better texture
- 50% view plant-based products as healthier or better for you
The research confirmed though sustainabilty and animal welfare concerns are important motivators, the distinguishing features of successful innovation will be the creation of products boasting improved nutrition, taste and texture, with consumers citing these as areas for improvement.
Commenting on the findings, Darren O’Sullivan, Director of Plant-Protein at Kerry, said: “Manufacturers need to deliver innovative and creative solutions to meet consumer needs and win in this space. We are seeing the emergence of the flexitarian consumers, who are unwilling to accept anything less than a delicious product. This means that products really need to taste great order to succeed.
“With the market growing at a rapid pace, brands want to capitalise on the rising demand for plant-based foods. However, in order to stand out in the marketplace, they need to make sure that plant-based foods provide nutrition, functionality and great taste, and are sustainably produced.”
More details on the research can be found in Kerry’s new eBook, which contains the key information that brands need to know to create winning plant-based products. Download the eBook here.
