Despite the phenomenal rise of plant-based sector over the last decade, its slowdown suggests some areas within the category are struggling to keep pace with consumer expectations.
Meat analogues or ‘mimics’ – designed to replicate the sensorial qualities of actual meat products on the market, such as burgers, sausages and chicken – have lately been the go-to choice for consumers seeking meat-free meals. But are they ticking all the boxes that consumers expect?
“Consumers are becoming wary of some of the ingredients used in meat analogues,” says Jaume Cirera, Alternative Protein Category Manager at Griffith Foods. “These products can often look and taste so much like the ‘real deal’ – i.e. meat – that people are concerned about how they are made.”
A survey carried out by Griffith Foods found that 79% of European consumers prefer to avoid ingredients that sound artificial or chemical, associating them to lower quality and lower healthiness, and 62% prefer to opt only for ingredients that they know and trust.1
Yet the market for ‘meat reducers’, a term encompassing all individuals who identify as flexitarians, vegetarians and vegans, is growing. As European consumers consciously seek to reduce their meat intake for reasons including environmental, health and animal welfare preferences, Europe has become one of the biggest markets for alternative meat and seafood in the world, with sales worth €3.3B in 2023.2
However meat reducers are starting to turn to plant-forward alternatives which are less processed and align more with their clean-label values. Unlike meat analogues that mimic the taste, texture and appearance of meat, plant-forward products embody simple, easily recognisable ingredients, and champion vegetables and legumes at their core. And as more consumers become more conscious about what they are eating, demand for plant-forward is increasing.
A newfound appreciation for the versatility of vegetables and plant-based ingredients is inspiring consumers to take a more flexitarian approach to their diets. In December 2023, a survey found that 46% of people polled ate more vegetables than they did five years ago.3 Legume-based products, such as tofu, have also seen an uptick in sales. In March 2024, the UK’s largest supermarket retailer Tesco reported volumes of tofu and tempeh were up by around 20%.3
The growth of plant-forward
Consumer insights play a crucial role in identifying trends and understanding attitudes. They provide a deep understanding of behaviour, preferences and trends. At Griffith Foods, the Market Intelligence team, and other internal teams such as chefs, sensory and innovations experts, aggregate critical insights and work closely to ensure these findings are woven into every aspect of the product development process.
Through this approach, Griffith Foods has uncovered a growing interest in plant-forward products, with a growing number of consumers opting for foods with distinctive flavours and recognisable, trusted plant-based ingredients, such as vegetables. These products are perceived as natural, healthy and unprocessed.
Retail value analysis of meat substitutes shows the plant-forward segment represents 18% of the total meat substitutes market and demonstrates stronger growth compared to analogues.4 Between 2021 and 2022 plant-forward saw volume growth of 6.5%, whereas meat analogues declined by 6.3%.
“Plant-forward options offer recognisable ingredients that are less processed. When consumers bite into their patties, they want to see and recognise the ingredients they are eating, such as spinach or chickpeas. We believe that this segment will continue growing.” adds Joke Putseys, R&D Category Manager Alternative Proteins at Griffith Foods.
In fact, data shows that approximately a quarter of consumers prefer products that do not attempt to replicate the meat experience at all; and one-third of consumers favour vegetables over meat replacements altogether.1
With consumer preferences evolving towards recognisable and trusted ingredients made from vegetables and legumes, plant-forward alternatives are emerging as a promising avenue for growth and opportunity in the alternative protein sector.
How can food manufacturers leverage these insights and reformulate to keep pace with evolving consumers preferences?
Plant-forward innovation
By harnessing a collaborative approach with partners across the global food system, and leveraging decades of food and sensory science expertise, market insights and technical capabilities, Griffith Foods, as a product development partner, is committed to its customers from ideation to production.
With its global network of world-class chefs and a comprehensive approach to integrate consumer insights into its product development process, Griffith Foods has become a global leader in flavour, texture, appearance and nutrition, tailoring solutions to meet diverse consumer needs. In June 2024 the company launched its latest selection of sauces, seasonings, value-added coatings and functional blends, designed specifically for plant-forward alternative protein products that champion vegetables and legumes.
Designed to celebrate plant-based eating, all products in the range are made with ingredients that consumers know and recognise, and are designed to enhance the many flavours and textures of well-loved meat alternative products that do not replicate meat.
The nutritious offerings are inspired from the most appealing global cuisines and are packed with wholesome goodness and hearty flavours. They are available across a range of products including veggie patties, falafel and tofu. Designed to tick all the boxes from taste, texture and nutrition, could Griffith Foods’ latest innovation be the missing link in the alternative protein sector?
“For over 100 years, Griffith Foods has helped create food that delights the taste buds, nourishes bodies and brings people together – all while protecting the planet,” says Cirera.
“Our aim is to help manufacturers make products more exciting, taste better while improving the texture, nutritional profile, and visual aspects of these products, with the end goal of generating repeat purchase.” adds Putseys.
Griffith Foods is committed to becoming net-zero carbon in its operations by 2030 and across its value chain by 2040. By driving positive change through sustainable sourcing and the development of clean-label products, Griffith Foods strives to not only meet customer needs but also contribute to a better, more sustainable world.
As the plant-forward segment gathers pace, formulators partnering with Griffith Foods can be confident in innovating with healthy, nutritious solutions that exceed consumer expectations, while aligning with shared ethical and environmental practices underpinned by the mantra Creating Better Together.
Find out more about Griffith Foods’ Plant-forward portfolio here.
References
1. Griffith Foods proprietary survey. Universe: European consumers. Representative sample with at least 1,000 respondents per country.
2. 2023 State of the industry report. The Good Food Institute Europe.
3. Plant-based food at Tesco. Survey undertaken by OnePoll in December 2023 with 2,000 UK adults polled.
4. Griffith EU Market Sizing Model from IRI 2022 date.
