This food alert is the second half of a two part series that will outline ways to win with plants. It looks at how businesses are reacting to ever changing consumer needs and wants, with new and exciting ideas. Their strategies can provide much insight and act as a source of inspiration to Irish suppliers looking to win in this space. 6 ways to win with plants is based on the New Nutrition Business report, 10 Key Trends on Food, Nutrition and Health 2020.
Trend 4: Plants blended with meat
Plants blended with meat may provide an easier route for customers to embark on as they can try out the plant based alternatives while still consuming meat. “A ‘hybrid’ or ‘blended’ strategy gives flexitarian consumers permission to indulge in favourite foods like meat, dairy and bakery – they can eat them and feel no guilt,” says Julian Mellentin, director of consultancy New Nutrition Business and author of a newly-published strategy briefing on the hybrid opportunity. “And while it’s currently a niche opportunity, it’s already earning companies significant price premiums of up to 140% over regular non-hybrid products.” A new up and coming brand named Raised and rooted by Angus, have launched burgers which are made from Angus beef and pea protein isolate. This product has been produced to fit the consumer’s needs.
Trend 5: Plant based meat alternatives
Companies like beyond meat are producing products to give consumers’ the taste and texture ‘hit’ they get from meat. Whilst well known for its meat alternative burger, the beyond meat product range now includes: Classic and Spicy Breakfast Sausages, Burgers, Beef, Brat original and Hot Italian sausages and Feisty and Beefy beef crumbles. According to a report from Kaczorowski (2019) 26% of people who don’t or rarely eat meat free products would be encouraged if the plant based alternatives tasted like meat. Products being produced as a result of this trend can increase their chances of success if producers can keep meat’s taste and texture as a primary focus of their products.
Trend 6: Plant based Dairy alternatives
This trend is driven by digestive wellness as opposed to needing/wanting more plants in the diet. Almond, oat and other dairy alternatives do benefit from the health halo of plants. Plant milks are now a familiar fixture in retail outlets. However, plants based dairy alternatives are a big niche, which has enjoyed 12 years of positive growth. This high growth will now start to plateau, but having said that, there are still many growth opportunities to be found in both Europe and Asia. As the plant-based milks market is very well-supplied with products, any new entrant will have to work very hard to create a real point of difference.
What can Irish food and drink manufacturers learn from these trends and products?
By keeping up with the 6 ways to win with plants, Irish suppliers can increase their understanding of what’s coming next and better prepare for the future needs and wants of their consumers. Those who wish to play & win in this category, can use this FoodAlert to be inspired and make informed decisions about strategy and new product development.
REFERENCES:
Accessed on 05/20 Julian Mellentin(2020) (10 key trends in food, nutrition and health 2020 )
Accessed on 05/20 https://www.beyondmeat.com/
Accessed on 05/20 Kaczorowski, N. (2019) A Year of Innovation in Meats Substitutes and Eggs Mintel
Accessed on 05/20 (New Nutrition Nusiness,case study: Oatly,2020