The plant-based sector came under scrutiny last year, when many of its meat, fish and dairy alternatives were revealed to be ultra-processed, and containing low-quality ingredients. This was exacerbated by the fact some plant-based brands weren’t using recognisable ingredients at all, rather a mix of starches, gums, flour, proteins and flavours.
And such was the strength of consumer reaction to this revelation, it came to be termed the plant-based backlash. Since then, the industry has been fighting to restore consumer trust, with limited success.
So, what can plant-based do to restore consumer trust and reinvigorate sales?
How can plant-based win back consumer trust?
The challenge faced by alt meat, fish and dairy manufacturers is that many consumers now associate them with ultra-processing methods, and those ultra-processing methods have received increasingly negative attention.
“Ultra-processing is by far one of the biggest challenges we face as an industry today,” Christopher Kong, co-founder of Better Nature, told FoodNavigator. “However, where there’s a challenge there’s also an opportunity.”
And the industry is moving on this opportunity, with a shift away from ultra-processing methods and towards the use of fewer, more natural ingredients.
“For a long time, the focus has been on brands attempting to replicate meat and fish, but what we’re seeing now in meat-free is a new sub-category of more natural foods like tofu and tempeh, fuelled by shoppers swapping ultra-processed options for natural and nutritious ones,” Elin Roberts, co-founder of tempeh brand, Better Nature, told FoodNavigator. “Consumers want plant-based protein staples they can eat day in day out - with a natural, simple and recognisable ingredient list, protein content that’s comparable to meat, and added benefits they can’t get from meat, such as gut-friendly and high-fibre.”
But much more needs to be done to change consumer perceptions of plant-based foods.
“Industry should focus on simplifying ingredients and leaning towards minimally processed products. While the ‘clean label’ concept – fewer, more recognisable ingredients – is a realistic goal, achieving it will require innovation in product formulation,” Mike McGrath, co-founder and CEO of supplier-sourcing engine, Kwayga, told FoodNavigator.
However, there are situations where processing methods are unavoidable, and that’s where communication with consumers needs to improve.
“Transparency in product ingredients and manufacturing processes is key,” says McGrath.
Brands also need to look at shifting the focus to the potential health benefits of a plant-based diet.
“Companies should prioritise educating consumers about the health benefits of plant-based alternatives, emphasising whole-food ingredients and minimising unnecessary additives,” says McGrath. “Collaborating with nutritionists and health professionals to back claims with science-based evidence will further rebuild trust.”
Furthermore , there are environmental benefits to adopting a plant-based diet, particularly with regards to carbon emissions and land usage. Plant-based brands can add this to the list of positives. And even if it doesn't tempt everyone (it'll never tempt everyone!) to adopt a fully plant-based diet, some may be encouraged to switch to a more plant-focussed flexitarian diet.
Cost remains an issue for some consumers
Despite best efforts, plant-based is still struggling to reach price parity with animal-based products, limiting the sector’s potential for growth.
“If you want people, who would otherwise eat fish, to substitute that once or twice a week, it needs to not cost them twice as much,” says Zac Austin, co-founder and CEO of plant-based seafood manufacturer, Pacifico Biolabs.
And the cost-of-living crisis has only exacerbated this issue.
“As the cost-of-living increases, many consumers are looking to cut the cost of their grocery shopping, and the first items to go are often those in a higher price bracket,” Maisie Stedman, media and PR officer for The Vegan Society, told FoodNavigator.
But the industry is working to address this issue.
“Plant-based categories are growing, and some products are beginning to compete with their animal-based counterparts on price,” says Helen Breewood, research and resource manager at the Good Food Institute Europe.
But to really reach price parity, the industry needs government support.
“Consumers are disincentivised to try new plant-based options that meet what they're looking for, if they’re unable to afford it or feel they’re over-paying compared to animal proteins,” says Better Nature’s Roberts. “If government really wants to create a healthier future, they need to help make the prices of plant-based proteins more comparable to animal proteins.”
Plant-based diet remains popular
While the plant-based industry may be struggling, interest in adopting a plant-based diet remains high, with figures from data intelligence platform, Statista, showing an estimated 6.62 million Europeans now identify as vegan. This, combined with the high cost of meat and meat substitutes, is leading to growth in sales of plant-based ingredients, such as legumes and vegetables.
“Many people are prioritising how they choose to spend their money and may be replacing both meat and meat-substitutes with more budget friendly vegan options in a bid to make savings on their weekly shops,” says The Vegan Society’s Stedman.
This means that, if and when the plant-based industry does restore consumer trust in alt meat, fish and dairy products, there is a market ready and waiting.
