Will Jackfruit Save the Plant-Based CPG Industry?

The plant-based CPG industry is at a crucial turning point: Once heralded as a transformative force in sustainable eating and a game-changing alternative to meat, the sector is now facing a noticeable slow-down.

A significant challenge for the plant-based industry lies in improving the texture, taste, and overall appeal of its products to attract a wider audience, particularly “flexitarians” who alternate between plant-based and meat-based options. Successfully engaging this consumer group is vital for expanding beyond the vegan and vegetarian niche and capturing a larger share of the market.

In this challenging landscape, jackfruit, a tropical fruit from South Asia, is positioning itself as a potential game-changer for the plant-based industry. With its meat-like texture, flavor-absorbing qualities, and resilience to high-temperature cooking, jackfruit is quickly becoming a standout ingredient in plant-based food products. This white paper delves into how jackfruit could revitalize the plant-based CPG industry and drive consumers back to the category.

Current Challenges in the Plant-Based CPG Industry

The plant-based CPG industry has grown rapidly, driven by increasing consumer awareness of health, ethical, and environmental issues associated with meat consumption. However, recent trends indicate a slowdown. Market research points to several challenges:

1. Taste and Texture: Many plant-based products fail to mimic the taste and texture of meat convincingly. Flexitarians, who represent a significant portion of the target market, are not fully satisfied with the current offerings, leading to decreased repeat purchases.
2. Ingredient Quality: Consumers are increasingly wary of highly processed ingredients and artificial additives, which are often used to replicate meat-like textures and flavors in plant-based products.
3. Sustainability Concerns: Although plant-based foods are generally seen as more sustainable than meat, some consumers are concerned about the sourcing and environmental impact of ingredients used in traditional plant-based products.

Jackfruit: A Natural Solution

Jackfruit offers several unique attributes that position it as a promising solution to the challenges facing the plant-based CPG industry:

1. Meat-Like Texture: Jackfruit's fibrous, "meaty" texture makes it an ideal substitute for shredded meats such as pulled pork or chicken. It offers a more natural, less processed mouthfeel compared to many pea-, soy-, or wheat-based alternatives.
2. Flavor Absorption: Jackfruit has a mild flavor profile that readily absorbs the taste of spices, marinades, and sauces. This versatility allows it to be used in a wide variety of dishes, catering to different culinary preferences.
3. Nutritional Profile: Jackfruit is low in calories and fat but rich in fiber, vitamins, and minerals. It provides a healthful alternative to meat without the cholesterol and saturated fats associated with animal products.
4. Sustainability: Jackfruit trees are highly productive and require fewer resources to grow compared to other plant-based protein sources. They are drought-resistant, require minimal agricultural inputs, and produce a high yield, making jackfruit a sustainable option for food production.
5. Minimal Processing Requirements: Unlike many other plant-based protein sources that require significant processing to achieve a desirable texture and taste, jackfruit can be used in its natural form with minimal processing. This not only reduces production costs but also aligns with consumer preferences for clean-label products, enhancing its appeal in the plant-based market.

Research and Market Insights

The potential of jackfruit as a meat alternative has been supported by various studies and market analyses:

1. Sustainability and Growth Potential: According to Lombard Odier's report, jackfruit’s high yield and low resource requirements make it an economically viable and environmentally friendly option. The report emphasizes the fruit's potential to support food security and reduce the ecological footprint of plant-based foods .
2. Consumer Appeal and Product Development: VegNews highlights the appeal of jackfruit among consumers seeking natural and less processed meat alternatives. Jackfruit-based products are becoming increasingly popular, suggesting a growing acceptance of this ingredient.
3. Market Integration: Companies like Jack & Annie’s are leveraging jackfruit's unique properties to create a range of products that cater to health-conscious consumers. Their success illustrates the potential for jackfruit to gain a foothold in the competitive plant-based market.
4. Scientific Research: Research published in The Pharma Journal and ResearchGate has demonstrated the feasibility of using jackfruit in developing healthy meat analogues. These studies confirm jackfruit’s ability to replicate the sensory properties of meat and its potential to be a key ingredient in plant-based formulations.

Strategic Recommendations for the CPG Industry

To capitalize on the potential of jackfruit, the plant-based CPG industry should consider the following strategies:

1. Product Innovation: Develop a diverse range of jackfruit-based products, including ready-to-eat meals, snacks, and frozen entrees. Emphasize flavor variety to cater to different consumer tastes.
2. Consumer Education: Educate consumers about the benefits of jackfruit, including its sustainability, nutritional value, and versatility. Highlighting its role as a minimally processed, natural ingredient can appeal to health-conscious consumers.
3. Sourcing and Supply Chain Management: Invest in sustainable sourcing practices to ensure a steady supply of jackfruit. Partnerships with jackfruit-producing regions can support local economies and strengthen supply chains.
4. Branding and Marketing: Position jackfruit-based products as innovative, sustainable, and health-conscious choices. Marketing campaigns should focus on the natural, authentic eating experience jackfruit provides, distinguishing it from other plant-based options.
5. Collaboration with Culinary Experts: Work with chefs and food scientists to develop recipes and formulations that maximize jackfruit's culinary potential. Culinary collaborations can lead to products that not only taste good but also offer an authentic meat-like experience.

The plant-based CPG industry, while facing a temporary slowdown, has a significant opportunity to reignite consumer interest through the strategic use of jackfruit. With its naturally meat-like texture, flavor versatility, nutritional benefits, and sustainability, jackfruit addresses many of the challenges that have hindered the growth of plant-based products. By leveraging jackfruit’s unique qualities, the industry can create products that appeal to flexitarians and a broader audience seeking tasty, healthy, and environmentally friendly food options.

To fully realize the potential of jackfruit, plant-based CPG companies should focus on product innovation, consumer education, sustainable sourcing, and targeted marketing strategies. By doing so, they can position jackfruit-based offerings as a compelling alternative that meets consumer demand for clean-label, minimally processed, and flavorful products. As evidenced by the success of brands and restaurants that have already embraced jackfruit, such as Tacotarian, there is a clear appetite for innovative plant-based solutions. By capitalizing on this momentum, the plant-based CPG industry can not only overcome its current challenges but also lead the way in redefining the future of sustainable, plant-based eating.

At Pivot North Consulting Group (PNC), we specialize in transforming popular restaurant menu items into high-velocity CPG products that meet the demands of today's discerning consumers. Our proprietary Menu to Market system guides restaurant brands through every step of product development, from R&D and legally compliant labeling to packaging design, retail placement, and distribution.?

A great example of our success in the plant-based sector is our partnership with Tacotarian, a popular restaurant that offers innovative plant-based tacos. Through our collaboration, we have successfully launched Tacotarian's signature jackfruit-based taco filling into the retail market, allowing customers to enjoy their favorite plant-based meals at home. By leveraging our expertise, we help brands like Tacotarian scale their plant-based innovations, ensuring they reach a wider audience and contribute to the growth of the plant-based CPG industry.

References

1. Lombard Odier. "Jackfruit Leads the Cash-In on Healthy and Sustainable Food." Retrieved from Lombard Odier.
2. VegNews. "Is Jackfruit the Affordable and Sustainable Meat Alternative of the Future?" Retrieved from VegNews.
3. Food Dive. "Plant-Based Meat’s Next Hero Ingredient: Jackfruit." Retrieved from Food Dive.
4. ResearchGate. "The Application of Jackfruit By-Product on the Development of Healthy Meat Analogue." Retrieved from ResearchGate.
5. The Pharma Journal. "Jackfruit as a Potential Source for Plant-Based Meat Analogues." Retrieved from The Pharma Journal.