From supermarketperimeter.com
Plant-based foods increasingly check the box for consumers looking for flexibility, sustainability and better health.
The journey toward healthier eating is multifaceted. Many foods can play a role in a healthier diet, but personal values increasingly drive food shopping decisions for many consumers. The age-old concept of Food as Medicine continues to resonate as multiple generations use food as a way to prevent illness, strengthen immunity and sustain a high quality of life for longer.
FMI – The Food Industry Association (FMI), Arlington, Va., found that one-half of consumers claim to follow at least one dietary approach to eating for better health. Plus, 20% of U.S. adults consume food and beverages to manage conditions, according to The Great Wellness Reset, Hartman Group, Bellevue, Wash.
Many dietary approaches are conducive to the inclusion of plant-based foods, offering consumers flexibility in achieving a healthy diet. Research from Rich Food’s Who’s Powering Plant-Based Demand found that 30% of Millennials and 60% of Gen Z are trying to eat more plant-based foods.
Differentiation: vegan vs. plant-based
The audience for plant-based can be different from those looking for vegan products. A plant-based food containing animal products fits the bill for a wider, health- and nutrition-focused audience, while vegan might be more appropriate for those who are making a broader ethical and lifestyle commitment, said Brie Buenning, senior director of marketing, La Brea Bakery, Los Angeles.
At its core, bread is vegan – flour, water, yeast and salt, making most of the La Brea Bakery artisan bread portfolio vegan since the brand’s founding in 1989. As plant-based diets continued to grow, especially among younger demographics, the company made the decision to highlight this on its packaging and in its communication.
In 2023, the company introduced a new La Brea Bakery plant-based brioche bun for foodservice, including supermarket delis. The R&D team developed a brioche bun baked without eggs and dairy products, the ingredients that traditionally give brioche its hallmark flavour and texture. This option allows operators to offer one bun that could be used for meat-based or plant-based offerings without compromising on the quality and taste consumers expect from a brioche bun. The plant-based brioche enabled operators to meet consumer needs in an environment of labour shortages, inflationary pressures and the aftermath of the pandemic, Buenning said.
La Brea Bakery chooses to differentiate between its vegan and plant-based products.
“We have found that vegan can be polarizing, so depending on the product and its attributes, we may switch to plant based as it is more acceptable, especially among consumers who do like meat, but tend to be more flexible in their daily diets.”
Rich Products, Buffalo, N.Y., acknowledges the close associations of vegan and plant-based options, but stresses these are not interchangeable terms. Plant-based and vegan mean different things to different consumers. Plant-based is used as a descriptor for a growing number of products, primarily focused on foods made from plant-derived ingredients, including vegetables, whole grains, beans, legumes, nuts, seeds and fruits, but with few or no animal products, said Amanda Harris, senior marketing manager, health and authenticity, Rich Products.
Because there is no industry-standard definition for plant-based, Rich’s created its own definition. In the United States and Canada, the company considers plant-based to include products that have a plant-based ingredient (vegetables, legumes, fruits or whole grains) as one of their top three ingredients. Additionally, these products must be free of artificial flavours and colours, HFCS and hydrogenated oils.
Vegan products require a third-party certification, which is often easily identified by a recognizable symbol on consumer-facing packaging, such as the Vegan Society logo or the “Certified Vegan” label. Plant-based products, however, may vary based on how the manufacturer chooses to communicate with consumers and what it chooses to highlight.
As the market grows, there will likely be more regulatory developments related to labelling and standards for vegan and plant-based products, which will ensure product consistency and help consumers make informed choices.
Increased focus on healthy eating also means more emphasis on claims. This makes label transparency key to supporting consumers in meeting their varied needs and wants. This could include specific callouts such as plant-based, egg-free, dairy-free, no animal products, and 100% plant-based. La Brea Bakery prominently features the vegan symbol on its packaging for qualified breads. This clear labeling helps consumers easily identify which products align with their dietary preferences and makes it easier to make informed choices at a glance.
“In our marketing, Rich Products focuses on highlighting the core plant ingredients – whether that be vegetables, legumes, fruits or whole grains. For our consumer-facing products, we also use the green leaf symbol indicator and a visual identify system to communicate what items are plant-based, making it easy for consumers to make plant-based choices,” Harris said.
Lingering misconceptions beyond the label
While many younger consumers embrace vegan and plant-based offerings, misconceptions around these products persist. One of the biggest being that vegan products don’t taste good – with repeat purchases directly tied to great taste.
HealthFerm, a European research project, found the biggest barrier to eating plant based is pleasurable sensory experience (87%), perceived healthiness (81%) and affordability (80%). Other top barriers include reluctance to change eating habits or routine; need to eat more plant-based foods to feel full; inconvenience of plant-based foods; and scepticism about the taste of plant-based foods.
Because taste is a major purchase driver, experiences that miss the mark often result in a one-and-done mentality. The good news is that the flavour and texture of vegan products have improved significantly due to innovations in food technology and culinary techniques.
Rich Products finds that day-to-day plant-based options benefit from great taste and classic flavours and textures such as its cauliflower sandwich roll dough and cauliflower pizza crust. But formulations can be difficult when it comes to replacing the versatility and functionality of eggs in vegan baked goods. Eggs play a critical role in emulsification, aeration, volume, structure and colour of baked goods. Typically, multiple ingredients and a formulated approach are needed to replace eggs, according to Ricardo Rodriguez, marketing manager, bakery/snacks and confectionary categories, Ingredion Incorporated, Westchester, Ill.
“For instance, pulse-based proteins and flours like pea protein or fava bean flour can provide the necessary structure, emulsification and colour to replace eggs,” he said.
Vegan products are also falsely thought of being suitable for everyone with dietary restrictions or allergies. Although vegan products avoid animal-derived ingredients, they can still contain allergens such as soy, nuts or gluten.
Consumers who choose plant-based eating as a way of preventing illness and strengthening immunity must also be aware that processed vegan foods can still be high in sugar, salt and unhealthy fats.
Certain versions of these products are quite processed, may contain chemical ingredients, and also be high in nutrients such as sodium and saturated fat, which we can have negative health implications if consumed in excess, said Lena Bakovic of TopNutritionCoaching.com.
“When choosing plant-based or vegan products, it is important to closely read Nutrition Facts labels and ingredient lists to help with awareness of the true nutritional value.”
Gourmet, artisan and sustainable
A consumer study conducted by CRC Research found that Gen Z and Millennials are more likely than older generations to have dietary restrictions, primarily vegetarian, and on average, tend to care more about sustainability. Not only does plant-based carry a “health halo,” but it’s often perceived as a sustainability pathway toward a greener future, making it an attractive diet among younger consumers.
La Brea Bakery is seeing more gourmet and artisan touches in vegan baking as well – it’s not just about substitution anymore. This includes a push towards healthier vegan baked goods that are lower in sugar and refined flour. Bakers are opting for alternatives such as coconut sugar, maple syrup and whole-grain flours. It’s also becoming more common to see the addition of functional ingredients with specific health benefits. This could include adaptogens such as ashwagandha and maca, superfoods like spirulina and matcha, and probiotics, according to Buenning.
Many consumers also view vegan products as a key component to personal sustainability initiatives. This aligns with a broader trend toward making more environmentally conscious and ethically responsible consumer choices. There are several factors driving this, including the belief that plant-based diets have a lower environmental footprint. Vegan products are often viewed as more resource-efficient and the representation of a health-conscious lifestyle.
Future predictions
The trajectory of plant-based goods is poised to evolve and grow, especially as purchasing power shifts to younger generations. Gen Z is the largest generation in history. They spend more per capita than any other generation at the same age, and they will have the highest spending growth of $2.7 trillion in the next few years, according to NielsenIQ, Chicago. This power will be buoyed by a powerful trifecta of advancements in technology, evolving consumer preferences and a growing focus on sustainability and health.
“As consumer demand grows, these products will become more widely available in conventional supermarkets, restaurants and fast-food chains,” Buenning said. “Innovations in ingredient combinations and food technology will result in a bigger variety and better tasting plant-based foods that more closely mirror their animal-based counterparts. And to appeal to health-conscious consumers, products will increasingly be formulated with enhanced nutritional profiles, such as added vitamins, minerals and protein sources and an avoidance of artificial additives.”
No comments:
Post a Comment