From specialityfoodmagazine.com
Discover how the plant-based market is shifting toward clean-label foods, whole ingredients and transparency as consumers reject ultra-processed options
There has been an undeniable shift in the way many consumers are shopping today. As Speciality Food has reported many times over the last 12 months, health and wellbeing are playing a more significant role in our choices.
We’re no longer content with simply knowing the calorie, sugar, fat or salt content of what we pop into our baskets. We want to understand, at a glance, how much fibre or protein we’re getting, how sustainable the packaging is and, increasingly, how ‘clean’ the ingredients are.
The term ‘’clean’ is fraught with issues say some food experts and nutritionists, who fear it could vilify certain ingredients and lead to people following restricted diets.
Nonetheless, it’s being used more and more frequently within the industry, particularly in the vegan and plant-based space, where some brands and manufacturers have come under scrutiny for saturating the market with heavily processed products – in the face of ongoing global discussions around ultra-processed foods, while being challenged by ‘disruptors’ trying to ‘clean up’ the modern perception of plant-based for a new generation.
Good Food Studio founder, Amir Mousavi (the man behind Joe Wicks’ satirical Killer protein bar, featured as part of a TV documentary last year), tells Speciality Food the plant-based category is going through a significant reset.
“The side of the industry that has been focused on mimicking meat, from flavour and colour to texture, and even the idea of a convincing bleed, is now under the most pressure,” he explains. “Consumers are increasingly questioning whether these products bring them any closer to eating well, or simply recreate the processed systems they were trying to avoid.”
The conversation around UPFs isn’t going anywhere. “Successive academic papers with strong claims, and the accompanying media coverage have encouraged shoppers to turn the pack over and scrutinise what they are buying. Plant-based remains a growth space, but the growth story is evolving. It now depends on brands creating food that feels real and purposeful, rather than engineered to imitate something else.”
Data from FMCG Gurus shows that 58% of global consumers say they’ve been more attentive to ingredient lists in the last year when buying food and drink.
The analyst’s content and marketing executive, Jess Ryall, thinks this mindfulness is here to stay as concern around sourcing, formulation, processing, and hidden ingredients grows. “With many believing brands prioritize profit over people, authenticity and transparency are no longer optional. Companies that clearly communicate sourcing, processing, and sustainability, as well as real responsibility, will be best positioned to retain trust in an increasingly sceptical marketplace,” Jess says.
According to insights from Synergy, the plant-based and vegan food market is ‘maturing’ in response, redefining itself with more natural products, and largely eschewing the old notion that those who don’t eat meat or dairy want synthesised versions for dinner.
Those brands with their finger (quite literally) on the pulse, are investing in stand-alone food products that boost fibre and protein naturally, leaning heavily into beans, vegetables and tofu, with pulses driving innovation in the sector, responsible for 41% of new launches.
Synergy’s European savoury category manager, Natalie Shiel, says, “Beans are rapidly gaining prominence in the kitchens of European consumers. Packed with fibre and protein, legumes are emerging as a go-to ingredient for health-conscious eaters. The rise in popularity of ‘blue zone’ diets, and a renewed focus on gut health are shifting beans from the side dish, to the main course.”
We’re seeing this heavily reflected in NPD. Merchant Gourmet, for example, has broadened its range of meal solution pouches where pulses and grains are the star players, and Bold Bean Co has made the leap from plain beans and pulses, to include flavoured varieties.
Leading food scientist and COO of Better Nature, Dr Ando Ahnan-Winarno, says you can follow the rise and fall of the plant-based market, with a boom in 2019, and crash in 2024, aligning with data and coverage of UPFs.
He agrees that there has been a defined shift to more natural options, including tofu and tempeh, which has grown by 37% year-on-year, with Better Nature experiencing 51% growth as a result.
How has the market for vegan food changed?
The early rush in this sector was rushed and felt like more of a novelty, says Sophie Ziegler-Jones of Suma, adding that now consumers have better quality information at their fingertips, they’re making more informed choices. Though, “while they’re looking for plant-based foods with simple ingredients, solid nutrition, and lower-impact production, there’s still very much a place for good old veggie burgers and vegan sausages”. It’s all about balance.
This is something that Antonela Schiano, founder of artisan plant-based cheese brand, Cult!, believes strongly too. She says she’s pleased to see more people dipping their toes into the market “without the ethical weight that veganism carries”.
“I believe we need as many ‘imperfect’ vegans as possible as opposed to a few perfect ones, so this makes me very happy and hopeful for the future of food and the increasing awareness regarding animal welfare. The market itself has been growing steadily and it’s fantastic to be able to find so many alternatives to the foods we grew up loving but choose not to eat nowadays. Vegan fish has come such a long way, and since I grew up in a family of fishermen this is something I’m super excited about.”
When it comes to cheese, the landscape is changing beyond recognition, and she’s one of the founders looking to change people’s minds about what plant-based cheese can look, taste and feel like. We’ve come a long way since the days where supermarket cheese ruled, she explains.
“However, there are many people who believe that’s the only option and that vegan cheese sucks, which couldn’t be further from the truth! Emulating the texture of cheese is difficult simply because we’re dealing with completely different ingredients, proteins. But thanks to fermentation we can now have a fantastic base that takes the plant-based cheese experience to a whole other level. We go big on flavour to make you forget what it isn’t - you’ll just like it because it’s good. I love meeting people at markets, and you can just see that they are shocked. They were so ready to hate it that they are completely taken aback when they actually love it.”
Besides vegans, who need their everyday and ‘treat day’ needs met by the market, the plant-based space is being ventured into by flexitarians, and those who want to eat more plants for their health, which is also having an impact on NPD.
“Whether consumers are following a plant-based, free-from or vegan diet, they are increasingly seeking clean-label, minimally processed food, and the ongoing rise in concern around ultra-processed foods is fuelling a shift towards organic as the ‘gold standard’,” says Carmen Ferguson, brand manager at Windmill Organics. “Within organic, we find many consumers prefer the reassurance that brands offer them over own label, both in terms of quality and traceability.”
Philip Rayner, MD and co-founder of Glebe Farm Foods, concurs with Carmen that plant-based products are reaching more people than ever, saying an estimated 22 million in the UK are now taking a more flexible approach to their diets. “Today, plant-based options are for everyone who wants food that’s wholesome, transparent and genuinely good for them.” He alludes to the massive focus on labels, natural ingredients and British-grown produce. “Consumers want to know where their food comes from, how it’s made, and that it supports local economies while reducing environmental impact.” The brand, he adds, has seen 64% volume growth since 2023, as shoppers look for plant-based options made closer to home.
Are vegan consumers really checking labels more often?
Emily Warburton-Adams, co-founder and head of sustainability at NUUDA says yes, and significantly so. “People are far more conscious of the difference between whole-food vegan meals and processed alternatives. In our catering business, clients regularly request that we avoid fake meats and UPF vegan products altogether. Transparency and ingredient lists matter more than ever.”
“People want to understand what’s in their food, not just assume it’s ‘bad’ because it’s processed,” says Philip. “That said, there’s a lot of scaremongering online – ingredients like dipotassium phosphate in oat drinks get a bad rap despite being safe in minimal amounts. Consumers are becoming more informed, using tools to inspect ingredients, and taking real control of their diets. Clean, simple recipes are what win now, and transparency isn’t optional, it’s expected.”
“Many are choosing products with shorter ingredient lists and less processing,” thinks Sophie, “but it is just that - a choice. It’s more about looking at the overall nutritional information for ingredients in terms of saturated fat, sugar and salt. UPFS aren’t necessarily any worse than other food choices when you take that balanced view.
“Naturally consumers have broader concerns about environmental impact these days. When customers choose simpler, more recognisable foods, they often end up choosing products that naturally come with fewer stages of processing and typically the knock-on effect is lower environmental impact. But let’s not lose sight of the fact that a plant-based diet is already better for the environment in so many ways. Let’s not demonise processed alternatives.”
Antonela is on the same page as Sophie, saying she thinks it’s great people are reading labels more, but adds it takes practise and ongoing research to learn what we should be looking out for, rather than rallying against all plant-based foods. There should be a focus and better education for consumers so they can find out where products come from, allowing them to make informed choices.
Filtering out long ingredient lists has led plenty of consumers to the door of brands with a simpler offering, says Carmen. They’re looking more often at canned pulses, which are cheaper than meat, nutritious, and offer numerous health benefits.
“Consumers recognise that beans contain a wealth of nutrients including fibre, protein and iron, while having low levels of fat and calories. That’s reflected in our own data: Biona’s beans and pulses category grew 8.33% year on year between 2023 and 2024, and accelerated to 18.93% growth between 2024 and 2025, as more households build these staples into their weekly meals. This surge in demand for plant-based protein as a viable substitute for meat protein is significantly propelling market growth and is emerging as one of the fastest-growing trends in the UK food sector.”
Whatever diet consumers are following, Carmen adds, indulgence is also a major factor in their buying, and they expect to get the same amount of pleasure from plant-based or vegan food as they do from any other food. This makes, she continues, innovation and flavour-first experiences essential.
“But that’s not enough. Consumers are increasingly label-savvy and environmentally aware. They’re scanning for added sugars, palm oil, allergens, and looking for products that fit into a sustainable lifestyle. The National Diet and Nutrition Survey highlights that UK diets are typically too low in fibre, and too high in saturated fat and free sugars, so there’s a real opportunity for plant-based brands to help consumers address those gaps with genuinely nutritious options that still feel indulgent. Consumers also now realise there is so much inspiration available for an interesting and tasty vegan or plant-based diet.”
Ando says it’s undeniable that the UPF debate has hit the plant-based category hard, with many products having lost their “health halo”.
“Consumers,” he explains, “are now less focused on whether a food is plant-based or not. Instead, they’re looking for healthy and sustainable foods they can enjoy every day.” Better Nature, he adds has interestingly made a bold move recently to say no to plant-based labels. “This means we no longer promote our brand as plant-based, and we don’t use the words ‘plant-based’ on our packaging. Instead, our focus is on health, positioning tempeh as a better-for-you protein to supercharge your diet and, in turn, your life.” Part of its appeal is being plant-based, but that isn’t its defining feature, he continues.
What do vegan and plant-based brands need to do to meet modern consumer needs?
To stand out today, brands have to deliver products that put taste first, while being nutritionally robust, thinks Philip. They also need to be made using ingredients consumers understand and trust. “This means keeping additives to a minimum, fortifying where it genuinely helps (like we do with our PureOaty Creamy & Enriched oat drink) and championing natural goodness.”
Innovation within the category is essential, Philip adds. “The vegan and plant-based category is now one of the top five categories driving newness in FMCG, showing that shoppers are actively seeking out products that bring something different and exciting to the table. On top of that, sourcing locally and showing transparency from field to table is key. People want honesty, quality, and flavour, all wrapped together. If you get that right, you don’t just meet trends, you earn trust for the long term.”
Carmen is on the same page as Philip, saying that brands now need to join the dots between transparency, taste, nutrition and price, and that the categories still going strong are ones that clearly communicate health and enjoyment, backing these up with labels people can understand.
“That means simplifying recipes where possible, being upfront about processing, and focusing on meaningful benefits like fibre, plant protein and gut health, rather than vague ‘better for you’ claims.”
Ease and inspiration are equally important, with flexitarians particularly wanting simple, repeatable ideas for using pulses or plant proteins at home, Carmen continues. “Brands that can offer recipes, serving suggestions and cross-merchandising in store (for example, pairing a jar of organic beans with pasta, grains and sauce) will help drive both frequency and basket spend.”
Which vegan food and drink categories are showing the most growth?
Beans and legumes are outperforming across the board, says Emily. “They’re nutrient-dense, versatile, high in fibre and protein, as well as being planet positive, good for the soil. Consumers are rediscovering their value as a whole-food foundation for plant-based eating.”
This is echoed by most of our other experts. Ando says beans are having their moment in the spotlight as a product most people are familiar with, while tapping into the demand for gut-friendly protein-rich foods.
“Of course, there have been challenges in terms of educating consumers on their health benefits and how versatile they are, but brands like Bold Bean have worked hard to address this, and this hard work is now paying off.”
Like beans, tempeh is also having a moment, with the market size globally reaching $2.02 billion in 2025, expected to grow by 8.94% by 2030, with consumers being attracted to its 100% natural and gut microbiome nurturing claims.
In addition to staples like beans, seeds, grains, tofu, tempeh and nut butters, Sophie says the plant-based market is inspiring shoppers with global flavours and ingredients, which can be used to enhance the former. “Ingredients from Asian, Middle Eastern and Latin American cuisines are performing well because they’re versatile, flavourful, and appeal to the enthusiastic and adventurous home cook.”
In plant-based dairy, milk alternatives continue to hold their own, despite tough market conditions, with the value of the category in retail increasing by 2.2% in the past year, and with clean label oat drinks performing particularly well, with Glebe Farm now being the second-fastest growing dairy alternative brand according to NIQ data, showing volume sales up 25% year-on-year.
“Looking ahead,” says Philip, “we expect fibre and functional health to play an even bigger role in driving category growth. Consumers are increasingly seeking products that not only taste great but also support everyday wellbeing, and oats are exceptionally well-placed to meet that demand.”
Carmen sees plant-based savoury snacks as a real area of growth, with Windmill Organics continually developing this area within its ProFusion brand, recently announcing a new range of two protein-rich nut mixes (Roasted & Salted and Roasted Tamari flavours), alongside two protein cakes, all made without artificial additives, emulsifiers or seed oils.
Aside from snacking, Carmen says they’re also seeing interest grow in ProFusion’s Pea and Fava protein chunks, which contain 50g of protein per 100g, while being gluten-free, soya-free and high in fibre.
They’re made from pea or fava bean protein only thanks to ‘agme-changing’ food extrusion technology that’s revolutionising the way meat alternatives are being created, harnessing the power of lentils, beans and chickpeas. “As this technology continues to evolve, it’s unlocking new possibilities for delicious, sustainable, and protein-rich products that are reshaping the future of food.”
What should retailers be considering when stocking plant-based products?
“I think, if we’re focusing on vegans, we just want good-tasting products, and we aren’t too fussed on ingredients,” thinks Antonela. “As long as there’s transparency, we can all read and make our own choices. I also wish the trend of bundling gluten free and vegan together would stop. A vegan and gluten-free pizza, for instance, meant to cater to both groups, usually leaves both unhappy.”
Sophie says independent retailers are in a great position to help customers navigate the plant-based and vegan food category by choosing products that balance taste, quality, processing level and responsible sourcing.
It’s helpful, she offers, to sell both convenient options alongside everyday staples so people can build meals that feel affordable, nutritious and realistic for daily life.
“And with shoppers paying closer attention to impact and fairness, working with brands that can actually evidence those values beyond just making empty claims can make a big difference.”
It’s worth taking time to consider who and what to stock, and being a bit more thoughtful, begins Carmen, saying consumers aren’t just looking for ‘vegan’ labels. They expect an elevated experience. And they’re often willing to pay more for the right product. Though Carmen adds retailers should be cautious, as another driver towards plant-based eating is the relative affordability of things like tinned pulses, which are ending up in baskets as shoppers tighten their belts. Buyers should take this into consideration and offer a range of price points on plant-based store cupboard essentials to make them accessible to all – from tins of lentils, to fancy jars of Spanish beans.
“There is an element of rebuilding trust,” involved too, thinks Ando. “Checking each product’s nutrition facts, usage occasions, ingredient lists, and ingredient origins is vital.”
He believes retailers should be better integrating vegan proteins into the main protein aisles with fish and meat, displaying them alongside one another, “so shoppers can decide for themselves whether they want to supercharge their protein and give chicken the night off!”
What are vegan shoppers looking for?
While nutrition is high in their priorities, taste still drives the market say multiple experts. Shoppers are, “Driven by an increased appetite for bolder flavours across the plant-based category, sweet, smoky and spicy profiles are on the rise,” says Synergy’s Natalie Sheil.
“As plant-based foods move into a mature phase, consumers are now seeking exciting flavours that tap into global cuisines, and made these products stand out in their own right, not just as an alternative to meat.”
Flavour profiles on the rise include Thai green curry, chilli non carne, sage, lemon, Korean barbecue, seaweed and kimchi.
Growing profiles range from Mexican, to teriyaki, shawarma, olive, katsu and shawarma. And leading flavours within the vegan market, proven to turn heads, are curry, smoked chilli, paprika and cheese. Synergy’s data also shows there’s been 49% growth in sweet and spicy flavours.
What is a ‘clean’ label?
As we’ve already said, the word ‘clean’ can carry negative connotations, but for the purposes of explanation, it means products that are made as naturally as possible, with recognisable ingredients the majority of people already have in their kitchens. A ‘clean’ cake, for example, would be made simply with butter, sugar, eggs, flour, a raising agent and natural flavourings. And bread, just water, yeast, salt and flour.
What are UPFs?
UPFs (ultra-processed foods) are those which tend to be, according to NOVA classification, “formulations of ingredients, mostly of exclusive industrial use, made by a series of industrial processes, many requiring sophisticated equipment and technology”. The kinds of food typically associated with UPFs include sweets, cakes, biscuits, maize and corn snacks, ready meals and ice cream.
https://www.specialityfoodmagazine.com/food-and-drink/plant-based-and-vegan-food-trends
