Callum Braddock, business development director UK at Tindle Foods, explains how the appetite for plant-based innovation is still promising a bright future for the sector, despite increased concerns around the category being “in decline”. Here, he examines how a fast-evolving industry has much to celebrate thanks to advancing technologies allowing for higher quality products and quicker adaption to consumer preferences than ever before.
In recent times, the plant-based industry has come under scrutiny due to the administration of a few businesses and subsequent reports that have raised concerns about the industry’s ‘decline’. Given the current economic climate, we have seen many businesses, both in the fast-moving consumer goods sector and beyond, struggle as they face increasing inflation rates and rising costs. Within the plant-based category, businesses equipped with a robust supply chain, strong funding and value-adding innovations are better placed to withstand economic pressures and drive the growth of the category.
Flexing to flexitarians
Consumer awareness and demand for plant-based foods continues to grow now, more than ever, as worsening climate conditions around the world make people increasingly aware of the sustainable impact of their actions. Consumers have already experienced the first wave of modern plant-based food products. These provided sustainable alternatives to animal-based meat but did not always meet expectations with regard to taste, texture and nutrition.
We have seen an improvement in the quality of plant-based foods enabled by advancements in technology, ingredients and R&D. Today, plant-based chicken products are able to deliver a great eating experience on taste, texture and aroma, as well as provide nutritional values similar to animal-based chicken. The entry of these new products has significantly enhanced the consumer’s experience of plant-based foods and even generated interest from hearty meat eaters, breaking down previous perceptions of plant-based foods.
To stay ahead, plant-based players will need to adapt to the changing consumer preferences. Today, consumers demand cleaner ingredient lists, better quality foods and more affordable prices. In understanding the needs of both consumers and chefs, some plant-based meat brands have worked alongside top chefs to cater to these new preferences and create a delicious product that is high in protein and fibre with the base of a handful of ingredients, while still mirroring the taste and aroma of high-quality animal-meat fat. The changing plant-based landscape today, therefore, does not reflect a ‘declining’ industry, but instead a thriving market where consumers demand better excellence from plant-based products.
This growing plant-based demand can also be observed in the changes in consumer diet preferences, with 91% of UK consumers reporting they now follow a flexitarian diet. A recent survey commissioned by Tindle and conducted by Censuswide revealed that this demand is only expected to grow, as 68% of respondents believe plant-based meals will become even more widely accepted within the next five years.
Restaurants are driving this movement in sustainable foods, catching on to consumer demand early and looking for the best quality products to provide a guilt-free experience that is also nutritious and delicious. This allows consumers to help the planet one bite at a time.
Making animal-free accessible
Over recent years, the fast-casual restaurant sector has emerged as a forebearer of the plant-based industry and has become the market leader in providing delicious and accessible food. This can be seen by the likes of the fully plant-based Burger King branches and the increasing number of plant-based items offered at global QSRs, such as Subway, McDonald’s and KFC. Long gone are the days of vegan and vegetarian foods hiding at the bottom of a menu. Consumers will now struggle to find mainstream restaurants without a plant-based food offering.
The UK foodservice sector has become one of the world’s most prominent and progressive plant-based leaders. This can be seen in the introduction of fully plant-based brands including Clean Kitchen, Mildred’s and Neat Burger. Household brands such as BrewDog and Byron Burger are also growing their plant-based offerings, with both restaurants recently overhauling their menus to meet the growing demand for sustainable plant-based food options.
Over the past year, plant-based brands have experienced strong growth in the UK, with some growing into hundreds of restaurants, from fast-casual to high-end dining, and nationwide supermarkets in less than 12 months. This rapid expansion demonstrates how the UK’s plant-based sector is gaining momentum through the advancement of products, and this is just the start!
While we have witnessed remarkable strides in the taste, texture, and nutrition of products, it has merely scratched the surface of what can be achieved. We are just starting to see examples of how ground-breaking technology and innovation can recreate the perfect animal-based meat texture during manufacturing. As plant-based capabilities continue to advance, we can expect to see a future of new and improved products that further propel consumer adoption. For example, the success of the plant-based milk category and its widespread availability on shelves and menus across the globe is an indication of the potential for the plant-based meat sector.
Where do we go from here?
In the UK, the growing acceptance of plant-based foods signals a fundamental shift in consumer eating habits and a promising future for plant-based foods. Far from a fad, plant-based foods are not only better for the planet but are also able to deliver the same tastes, textures, and nutritional values as animal-based foods. Why wouldn’t consumers opt for delicious plant-based foods when there is no compromise?
© FoodBev Media Ltd 2024
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