Opinion: Just Saying ‘Plant-Based’ Isn’t Enough
Perhaps the most dramatic change in grocery over the last few years – whether in the US, the UK or other European markets – has been the explosion of plant-based foods. Meat alternatives, dairy alternative drinks, vegan snacks and convenience products had all been growing strongly before the pandemic struck, only then to get a turbo boost as more and more consumers have sought out new options to meet increasingly flexitarian eating habits.
But can annual growth rates of 16%+ (Kantar UK meat-free sales Aug 2021) really be sustained? And are we seeing clear enough messaging from individual brands about real product points of difference (not just ‘we’re not meat’)?
The surge of challenger brands announcing new plant-based solutions just keeps on coming. It’s a wonderful thing that new ways to combat climate change (among other motivations) have driven so much innovation. But whilst there is clear evidence that many of us are seeking to reduce our meat intake, it doesn’t follow that all plant-based propositions are seen as compelling alternatives.
A point of difference
A key question for producers to ask themselves: is my product really distinctive from those already on the shelf? Retailers are well aware that plant-based categories have been hot, and they have responded . They have allocated more space to them in frozen – great to bring more higher spending shoppers into those aisles with some attractive innovation – and in chilled, often alongside conventional meat (or dairy) lines, as well as in ambient grocery. They have listed both new brands and presented own label variants too.
But this doesn’t mean the floodgates will remain open. Buyers and consumers are struggling to understand the relative merits of one product over another. Is it important to distinguish between soy and pea protein in meat alternatives? Which tastes and performs best of oat/soy/almond/cashew/hazelnut/coconut (and many more) options in alt dairy drinks (let alone which has the least environmental impact)?
Beyond Meat’s share price has tumbled and the US plant-based market has been cooling for some months now. Who knows whether we are due some form of reset as the market adjusts to changing buying behaviours.
Clean label
Plant based may be a key trend, but so is clean label. While consumers may be looking to avoid meat products, it should not have to be at the expense of product composition. Shoppers want to see ingredients they both recognise and appreciate are necessary for the product’s recipe. Let’s face it, meat contains meat (and often nothing else). Meat alternatives contain a mix of ingredients designed to offer a similar eating experience – and criticisms of highly processed, high salt content products appear to be getting louder. All the more so when they result in a higher priced product than that of the protein they are replacing!
After COP 26, climate change is even more firmly on the agenda. This plays to the messaging of plant-based brands for sure, but by no means all are doing as much as they can to ensure that their packaging is as sustainable as their products claim to be.
Not all plants are equal
The Guardian recently published the results of a US University of Illinois study showing that meat accounts for 60% of all greenhouse gases emitted by the entire production cycle of the food industry. Beef was highlighted as the worst offender: 1kg of beef creates 70kg of emissions. Which is quite something.
But the same study also showed that rice production accounts for about the same greenhouse gas emissions as pork and chicken combined. Something which hasn’t yet made the headlines and suggests opportunities for quinoa and other grains with significantly lower climate impacts.
As we approach the 8th edition of Veganuary, and enter the next phase in the evolution of plant-based foods, now is the time to educate consumers and buyers, highlight real points of difference and demonstrate a holistic approach to sustainability.
A very happy Christmas to all our readers.
Simon Waring
Managing Director, Green Seed UK
swaring@greenseedgroup.co.uk