Flexitarian

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50/50 Foods
Studies & Numbers

Could “Balanced Proteins” Help Reach Consumers Who Are Reluctant to Try Meat Alternatives?

A new report by Food System Innovations (FSI) has outlined the challenges involved in convincing consumers to adopt meat alternatives, and whether “Balanced Proteins” — a combination of meat and plant-based ingredients — could provide the solution. In partnership with YouGov, FSI surveyed over 2,000 US consumers to gain insights into consumer behavior in the meat alternatives category. The results indicate that the majority of consumers believe conventional meat products meet their needs; when asked about ground beef, 80% of consumers were either indifferent or believed it was already a healthy option. This illustrates why it may be difficult to persuade consumers to switch to plant-based meat. Furthermore, 55% of consumers prioritize familiar foods when shopping, meaning they may see meat alternatives as disconnected from …

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new food hub ProVeg International

Image courtesy of ProVeg International
Market & Trends

How To Build a Loyal Consumer Base for Your Plant-Based Products

In the competitive world of food and drink, brand loyalty is a superpower, says ProVeg International in their latest New Food Hub article. When it comes to the fast-growing plant-based sector – arguably, securing loyalty from consumers becomes even more important. Yet, achieving it among plant-based and flexitarian consumers requires more than just good products – it demands a mix of emotional connection, consistent quality, and practical incentives. Fully plant-based consumers often exhibit strong preferences but are quick to switch if a brand doesn’t meet their evolving standards for taste, sustainability, or price. On the other hand, flexitarians – those exploring plant-based alongside traditional options – seek convenience and versatility, making them less immediately loyal but no less valuable to win over. Why loyalty matters …

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Armored Fresh

© Armored Fresh
Cheese Alternatives

Brooklyn Dairy-Free Cheese Eatery Wins Over 70% Non-Vegan Customers, Signaling the Ongoing Flexitarian Shift

Armored Fresh, a food tech company specializing in dairy-free cheese products, has reported considerable success for its first foodservice venture, Armored Grilled Cheese, located in Brooklyn’s Dekalb Market Hall. Opened on October 14, 2024, the establishment has attracted a customer base that is 70% non-vegan and achieved a 24% repeat customer rate within its first month. Rudy Yoo, CEO and founder of Armored Fresh, stated, “These numbers are more than just data points; they’re a testament to Armored Fresh’s dedication and quality. We take immense pride in offering sandwiches that are not only reasonably priced but also so delicious that most people don’t even realize they’re zero dairy.” The restaurant sold over 5,000 sandwiches during its initial month of operations, offering menu items such as …

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Image courtesy of ProVeg International

Marketing & Media

The Flexitarian Strategy – Optimise Your Plant-Based Sales

Flexitarians, not vegans or vegetarians, are the primary target market for plant-based foods, comprising almost half of consumers in many countries and driving most plant-based purchases.[1] With this in mind, shifting focus from the niche vegan market (less than 4% of consumers) to flexitarians can tap into a market over 10 times larger. In its latest New Food Hub article, ProVeg International shares actionable insights for brands and producers, food service businesses, and retailers looking to reach flexitarians. Here, we’ll share strategies for brands and producers looking to optimise their plant-based sales. Strategies for brands and producers When your plant-based product is on a shelf with a hundred other products, how do you encourage a consumer to pick it up? It stems from good branding, …

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ProVeg Dr Melanie Speck

Dr Melanie Speck, courtesy of ProVeg International
People

How to Win Over Flexitarian Consumers in Germany

Germany has emerged as a market leader in the plant-based industry in recent years. With an estimated worth of USD 461.36 million, the German plant-based protein market is predicted to rise to a significant USD 574.93 million by 2029.[1] But what is driving this growth, and more importantly, what must businesses know in order to attract German consumers to the market? In its latest New Food Hub interview, ProVeg International talked with German food industry expert, Dr Melanie Speck to answer this question, gathering her insights on the recent German Smart Protein consumer report. Dr Speck holds the Professorship for Socioeconomics in Household and Business at Osnabrück University of Applied Sciences and is a Senior Researcher at the Wuppertal Institute for Climate, Environment and Energy. …

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© Komo Plant Based Foods
Market & Trends

Why it’s Imperative for Meat-Free Products in Canada to Target Meat-Eaters

A recent survey conducted by food services management company Sodexo Canada finds that while a huge proportion (74%) of Canadians are unwilling to completely give up meat — significantly higher than the global average of 42% — followed by 67% for fish and 54% for dairy, almost half (46%) are interested in reducing animal proteins for plant proteins and 46% are willing to reduce their intake of dairy products. Ultimately, this data as well as the further data below evidences that Canadian consumers refuse to quit animal products but do have a desire to replace some meat and dairy with animal-free alternatives. Producers and marketers should therefore strive to make this easy for the consumer and target the flexitarian group with inclusive language and marketing. …

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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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Yolo Co Op

©Coop Switzerland
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

Cheese Alternatives

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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Image courtesy of ProVeg
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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