How to succeed in the booming plant-based nutrition sector

Brands looking to join the plant-based nutrition revolution need to consider health benefits, taste and other factors impacting product innovation.

Judie Bizzozero, Content Director

December 27, 2019

2 Min Read
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Flat top closeup of two raw uncooked red vegan plant based meat burger patties in packaging

Consumer demand for clean label supplement, food and beverage products that align with values related to health and wellness, sustainability and eco-consciousness is pushing plant-based ingredients and products into the spotlight. According to Innova Market Insights, plant-based product claims increased by 62% globally between 2013 and 2017.

But formulating with plant proteins requires a juggling act when it comes to balancing the functionality, sensory impact, nutrition profile, regulatory status and cost impact of the various ingredients. Two main challenges unique to plant proteins include perfecting functional and sensory attributes. Luckily, flavor and functional ingredient suppliers are responding to these challenges and developing new solutions for manufacturers.

Brands looking to bring products to market with plant-based ingredients should leverage the knowledge and expertise of ingredient suppliers and consider the following factors impacting product innovation:

Promote the health benefits. Health and allergy/sensitivity are top motivators for vegans and plant-based consumers; therefore, brands should look to promote the health benefits of the plant-based alternative and provide reassurance that their products are clean label or free from specific ingredients or attributes, such as allergens.

Taste and texture are key. Taste is always king, but taste and texture remain barriers to adoption of plant-based eating. Achieving meat-like taste and texture in plant-based meats is an opportunity for food manufacturers to attract more consumers. Flexitarian consumers are unwilling to compromise on eating quality, and brands only get one chance to impress, especially if having to overcome poor experiences in the past.

Identify the consumer. Both vegans and mainstream consumers are fueling the growth of plant-based foods, beverages and supplements. To maximize sales among these consumers, brands should look to optimize the appeal of products through plant-based claims and appealing taste profiles, while providing reassurance to the ethical vegan consumer that the product is vegan through certification and claims.

Check out the full Plant-Based Revolution digital magazine here.

About the Author(s)

Judie Bizzozero

Content Director, Informa Markets Health & Nutrition

Judie Bizzozero oversees food and beverage content strategy and development for the Health & Nutrition group at Informa Markets (which acquired VIRGO in 2014), including the Food & Beverage Insider, Natural Products Insider and SupplySide/Food ingredients North America brands. She reports on market trends, science-based ingredients, and challenges and solutions in the development of healthy foods and beverages. Bizzozero graduated from the Walter Cronkite School of Journalism and Mass Communication at Arizona State University in 1987 with a bachelor’s degree in journalism.

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