FoodBev Media team members reflect on the the progress of the plant-based category over the past year and share their predictions for trending areas in the year ahead.
Siân Yates, editorial director
It’s time to move away from the concept of mimicking meat and dairy, towards celebrating the inherent qualities of plant-based ingredients. As consumers become more discerning, they seek authenticity and a connection to their food, desiring vibrant and flavourful plant-forward ingredients to claim their place in the centre of the plate.
To drive this transformation, food manufacturers must focus on innovation by harnessing the natural versatility of plants. By experimenting with a wider variety of vegetables, fruits, legumes, grains, nuts and seeds, brands can create unique products that appeal not only to vegans and vegetarians, but also to omnivores seeking healthier options.
Transparency in sourcing and production practices is crucial, as today’s consumers expect brands to be open and honest about their processes. By embracing this evolution, food manufacturers can craft products that meet the growing demand for plant-based options while redefining the category, showcasing plants as the stars of the plate rather than meat or dairy alternatives. 2025 will be all about the authentic celebration of plants.
Phoebe Fraser, associate editor
Legacy food giants are making bold moves into the plant-based space, with numerous iconic brands reimagining their classics for the eco-conscious consumer this year. In recent months, Ferrero launched a vegan Nutella, while Lindt unveiled an oat milk-based version of its classic Lindor truffles earlier in 2024 – delivering plant-based alternatives that closely mirror the taste and texture of these original favourites.
This shift marks a significant milestone in the evolution of plant-based products. Long established brands are recognising the growing demand for plant-forward choices, offering fresh options for loyal customers and those transitioning to dairy-free diets. Whether it’s Cathedral City’s smoky vegan cheese or Ambrosia’s plant-based custard, these launches signal that plant-based is no longer niche – it’s mainstream.
By harnessing their established reputations, these food giants are not only diversifying their portfolios but also making plant-based alternatives more accessible to the everyday shopper. Plant-based products are becoming kitchen staples, reshaping the future of food for a greener generation while also opening new revenue streams by expanding brands’ customer base.
Rafaela Sousa, digital news editor
As we look ahead to 2025, innovation in egg replacement ingredients will flourish. With the rise of plant-based diets and increasing instability across the egg supply chain, plant-based
substitutes are gaining traction.
A great example is Ingood by Olga’s recently launched egg alternative, derived from French green lentils and produced in a natural and solvent-free fermentation process, showcasing the potential for nutritious and sustainable substitutes.
Additionally, Burcon’s new Puratein canola protein isolate solution represents a significant advancement in the search for sustainable alternatives to traditional egg products. The ingredient boasts over 90% protein purity and has demonstrated the ability to completely replace up to 100% of powdered and shelled eggs in comparative studies, able to deliver cost savings of 20% to 30%.
As the industry continues to embrace this trend, I’m excited to see how it paves the way for new product innovations.
Dan Bunt, marketing director
Effective branding is essential for plant-based food and beverage businesses to stand out.
From crowded grocery shelves to abundant dining choices, a strong brand identity – covering logo design, packaging and messaging – can make all the difference.
Companies like Impossible Foods and Cauldron are already updating their brand image to stay competitive. Visual storytelling through social media, influencer/celebrity partnerships and personalised marketing is key. Emerging start-ups such as The Bold Bean Co and Surreal have perfected their social media presence, while Swedish pea milk brand Sproud
has captured media attention through its investment from British TV presenter Maya Jama.
Brands that prioritise relatability, authenticity and strength will be well-positioned to overcome competition, capture market share and build loyalty. In today’s industry, effective branding is a necessity for success.
Jesús Luna-López, sales director
Gummies are no longer just a confectionery format targeting a younger segment. The
demand for functional products has increased exponentially, and according to research
conducted by Market and Markets, sales of functional gummies will reach $13.5 billion by 2027.
Customisation will be key within the plant-based gummies space, enabling tailor-made formulas according to demographics or specific needs. For instance, plant-based formulas will offer functional ingredients for focus, alertness and stamina for gamers and students, including natural caffeine, functional botanicals and nootropic mushrooms.
Beauty from within will continue to trend in this space, supporting healthy hair, nails and skin as well as the gut microbiome. Products that support the body to create its own collagen are on the rise as consumers seek vegan alternatives.
The functional products sector is seeing plenty of demand, with numerous opportunities for manufacturers to chew on as the industry continues to evolve.
