More and more people are choosing to consume plant-based products. The plant-based trend solves two of today's major consumer concerns: health and sustainability.
In the beverage, yogurt and ice cream markets, innovation in plant-based products is focused on improving perceptions of taste and texture, with the end product becoming increasingly similar to animal-based foods.
In the European market, oats continue to gain a greater share of plant-based beverage launches as a base ingredient. Pea and potato bases are also emerging, as launches with organic or texture quality claims are gaining prominence...
Let's see what trends we can detect in this market.
PLANT BASED TRENDS IN THE BEVERAGE, YOGURT AND ICE CREAM MARKETS
1. The boom in the launching of oat-based products.
Oats have long been the star ingredient in plant-based beverage alternatives, aided by their reputation for being relatively nutritious and planet-friendly, as well as for their flavor profile. However, consumers are reluctant to compromise taste and texture for something they believe lacks value-for-money appeal, as they perceive plant-based milks to be more expensive.
Despite this barrier, launches with oat ingredients continue to increase, as companies capitalize on consumer awareness of their positive health and green credentials.
Source: Mintel GNPD
The graph shows a boom in the launching of oat-based beverages of vegetable origin. The presence of algae is partly related to the use of carrageenan-based stabilizers in certain beverages.
Include sustainability at the core of innovation plans.
While it is widely accepted that plant-based dairy alternatives have a significantly lower carbon footprint than their dairy equivalents, many consumers are not entirely convinced or confident. This reflects the need for brands to continue to dedicate marketing efforts to create a narrative that empowers consumers in the fight against the climate crisis.
On the other hand, in product launch activity, beverage, yogurt and plant-based ice cream companies are reacting to consumer interest with innovation that advocates a more supportive and empathetic business model, as well as an increase in ethical and environmentally friendly claims.
Source: Mintel GNPD
While eco-friendly habitat and packaging claims are probably to be expected in these categories, it is also interesting to note the increase in ethical-human claims, and also the scarcity of animal welfare claims.
Also, some companies opt for business models with a positive impact on sustainability, such as the circular economy to extend the life cycle of products, materials and resources of a production model; or the reuse of ingredients to minimize waste and avoid food waste.
Cabosse Naturals - world expert in cocoa fruits. Up to 100% of the cocoa fruit is used, whereas in the past only the seeds were used and 70% of the fruit was discarded.
3. Plant based ice creama guilt-free indulgence
Plant-based ice cream continues to be a niche, although the sector has experienced a boom in the last 5 years.
The "natural" and "guilt-free" claims saw a jump in launches, aligning with consumer interest in clean label and guilt-free recipes.
Pink Albatross - plant based and gluten free ice cream, made only with natural ingredients.
Innovation opportunities in plant-based ice cream, beverages and yogurts
Now that we know the main trends, we highlight three key food industry innovation opportunities for the sector.
Promote the consumption of plant-based beverages, beyond coffee.
Plant-based beverage brands will use the enthusiasm for 'creamy' products to expand their use beyond coffee. They will also look to appeal to breakfast and home cooking enthusiasts, where dairy beverages have a strong presence.
To further express the fiber content of plant-based yogurts
For consumers of plant-based dairy products, fiber content is often an important factor of choice. Therefore, plant-based yogurts can take advantage of their known ingredients as a natural source of fiber, offering health, nutrition and wellness benefits.
Most frequent health claims in ice cream
Finally, brands will need to leverage the health halo surrounding plant-based products and brand health credentials in plant-based ice cream to drive growth in this niche.
