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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©Migros

Market & Trends

Coop Switzerland Reports +252% Growth of Vegan Burgers and +350% Growth of Alt Meat

A recent study by Coop regarding plant-based nutrition in Switzerland finds that 63% of the Swiss population is actively reducing their meat consumption, that vegan burgers have seen strong growth of 252% and that sales of vegan meat alternatives increased by more than 350% over the past three years. The third ‘Plant Based Food Report’ in Switzerland, compiled by Coop together with LINK, provides comprehensive facts and figures on vegan nutrition, shows trends over the last few years and takes a look into the future. Key points from the study are as follows. Demand for plant-based in Switzerland The range of meat alternatives on offer in the Swiss market is generally very diverse, finds the study. Vegan burgers continue to account for a fifth of …

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ProVeg NFH

Image courtesy ProVeg International

Studies & Numbers

Key Statistics for Plant-Based Businesses

Whether you’re new to plant-based business or not, it’s essential that you A) understand the market and B) understand consumers. This involves getting to know the latest innovations, whitespaces, growth predictions, opportunities, and challenges of the plant-based marketplace and becoming acquainted with ever-evolving consumer behaviours, preferences, and drivers. ProVeg International has recently published an infographic that brings together some of the most important statistics related to the plant-based market and its consumers. With these insights, you’ll be well-positioned to enter a new year of plant-powered business. One statistic from the infographic uncovers that only 38% of flexitarian consumers are very likely to eat plant-based cheese instead of conventional products, compared to 53% of flexitarians likely to eat vegan meat products. While research shows a high …

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v2food plant-based meat range in a photo for its launch in coles across australia

© v2Food

Products & Launches

v2food Launches New Plant-Based Meat Range in Coles Stores Across Australia

A few months after launching a vegan ready meal line for the convenience food category, Australian alt meat leader v2food has announced a new range of plant-based meats rolling out at Coles stores across the country. The range includes two new chicken alternatives, a Thai burger, and an ‘improved’ sausage range that comes in various flavours, including the Aussie favourite Garlic & Herb.  “We’re extremely excited to offer Coles shoppers a fresh selection of sustainable plant-based protein options that look, cook, and taste like their traditional counterparts. In Australia, a growing number of shoppers will happily choose plant-based sausages for their weekend BBQ or opt for plant-based mince in their spaghetti bolognese,” said v2food’s General Manager ANZ, Nathaniel Tupou. Plant-based meats for flexitarians V2food says …

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ProVeg NFH

Image: ProVeg International

Charity & Campaigns

Key Moments for Plant-Based Promotions: Flexitebruary

ProVeg International has recently published an article – the first of a three-part series – that investigates key moments throughout the year for plant-based promotions. This first article takes a deep dive into January’s Veganuary and also, introduces what might be a new concept to many – Flexitebruary. Around the world, society is linked by time-bound and seasonal events, much of them centred on food. From January through to December, people hold food-oriented celebrations for Easter, Diwali, Rosh Hashana, Thanksgiving, and Christmas (among others), while the coming of summer sees people pulling out their BBQs, and autumn has orders of pumpkin-spiced foods skyrocketing.  In recent years, as the plant-based movement has gained popularity, we have also seen the creation of new celebrations and ‘challenges’ like …

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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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© Hilton Food Group

Facts & Figures

Hilton Food Group Sees Vegan & Vegetarian Category Increase 40%

Hilton Food Group recently reported that its vegan and vegetarian category grew 40% in the first half of 2022. Over a three-year period, Hilton’s total revenue rose 20.4% to £2,038.7M. Hilton Foods is a company that processes, packs, and distributes meat and other protein products to UK and supermarkets, including Tesco.  According to the company, the rise in plant-based sales has been fuelled by flexitarian and vegetarian trends demanding alternative protein options. But with the continued disruption in global supply chains and rising inflation, Hilton says it has concerns for future profits. “In the first half of the year, Hilton has further strengthened its position as the international protein partner of choice. We have continued to focus on our strategy of diversification and differentiation, driving a further …

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McPlant Portugal

© McDonald's

Fast Food

McPlant Arrives in McDonald’s Portugal, Rolling Into 190 Locations Nationwide

As of 8th September, McDonald’s Portugal is now offering the McPlant, a plant-based burger exclusively developed in collaboration with Beyond Meat. The burger is now available at all of the country’s 190 restaurants. McDonalds partnered with Beyond Meat initially in 2020 to bring plant-based meat to its menu, signing a 3 year deal for the collaboration in 2021. The item rolled out into the UK and Ireland then trialled in Texas, Iowa, Louisiana, and California before expanding into 600 locations across the US in early 2022. This year the McPlant arrived in Australia and saw success in Ireland, where McDonald’s has said it is “delighted” with its sales performance. “Long-awaited” Sérgio Leal, marketing and communications director of McDonald’s Portugal, commented: “The arrival of McPlant in …

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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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©Dopsu

Society

“A New Sense of Freedom”: Over 65s Turning Their Backs on Meat and Going Plant-Based  

A new study has revealed that older UK consumers are saying no to meat and embracing a flexitarian diet. 52% of over 65s are reported to be eating 3 or 4 meat-free meals a week, not far off the number of millennials doing the same at 57%.  The study of 2,000 people was commissioned by Dopsu, one of the UK’s leading meat-alternative brands. It found that over half (54%) of over 65s are actively looking to reduce the amount of meat they consume, with the flexitarian trend remaining strong in the age group as people opt for alt meat in traditional dishes. Along with millennials, the two age groups represent the fastest growing segments for flexitarian diets.  The shift in diets among older people looking …

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LIVEKINDLY Iceland

Image: LIVEKINDLY/Iceland

Marketing & Media

Iceland Trademarks Term ‘Flexitebruary’ to Encourage Plant-Based Choices After Veganuary

Iceland trademarks term ‘Flexitebruary’ with the hope of continuing January’s plant-based sales boom. After seeing a strong boost in plant-based sales during the Veganuary campaign, British supermarket Iceland is attempting to trademark the term ‘Flexitebruary’. The chain intends to place the branding on a huge range of products, both conventional meat and plant-based. Iceland hopes that the move will encourage consumers to replace some of the meat products they buy with plant-based alternatives, in February and beyond. This is not an entirely new approach for the chain — it has been targeting flexitarians for some years. “Meeting the needs of the growing vegan, vegetarian and flexitarian markets will be integral to our food development in the future, and we will continue to innovate using plant-based …

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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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©OZO

Products & Launches

Planterra Foods Going Global with UK, Australia & New Zealand Expansions Planned

Planterra Foods, the US producer owned by meatpacking giant JBS, has revealed plans to take its OZO range of plant-based meat alternatives to new international markets. The move follows recent retail expansion into Canada and Mexico for the rapidly growing brand.  Planterra’s global expansion plans reflect reports of promising debut sales in the US and Canada, with the flexitarian-focused brand now also fully available in Mexico’s Baja and Yucatan retail markets, as well as in Puerto Rico and the Caribbean Islands. Despite being less than two years old as a business, Planterra’s UK launch is slated for later this year, with Australia and New Zealand next in line. Based in Lafayette, CO, Planterra Foods is backed by one of the most controversial companies in the …

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Researchers have presented a study with guiding principles to help policymakers accelerate a transition — fair for all— to a more sustainable and healthy food system.

© Вячеслав Думчев-stock.adobe.com

Society

51% of Meat-Eaters Plan to Eliminate or Reduce Meat in 2021

Recent research conducted by FMCG Gurus has found that 29% of global consumers currently eat plant meat products and 41% of consumers are already consuming dairy alternatives. Even better, 51% of regular meat-eaters are planning to either moderate or eliminate meat from their diet over the next twelve months.

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Participants' response to cultivated meat © Veganz

Studies & Numbers

Soon Less than 42% of Europeans Will Consume Meat & Dairy

Veganz released its  European Food Report for World Vegan Day yesterday, with more than 2,600 participants from all over Europe. Of the 69.1% of the omnivores, 27.2% can already imagine that in future they will turn to veggie alternatives, meaning that omnivorous lifestyles will be followed by less than 42% of Europeans.

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