A Prediction on Plant-Based Convenience Foods
16th December 2022
A growing number of consumers are turning towards flexitarian, vegetarian and vegan diets. According to research by Mintel, this trend is largely due to consumers wanting to be more health-conscious, as well as more environmentally conscious.[1]
It is becoming increasingly clear in plant-based circles that the biggest target sector for plant-based alternative products is flexitarians. These consumers want to eat more sustainability and healthily, without compromising on taste, texture, price, or convenience when incorporating plant-based alternatives into their diets.
Enter convenience food, which has historically been less accessible to plant-based eaters. With more plant-based options in the ‘on-the-go’ and convenience sector, there will be one less barrier for busy flexitarians to pick up a meat alternative product.
We’ve seen some exciting developments in this space, even this year. Retailer ASDA launched a vegan BBQ range in May,[2] while Quorn has continued to expand its ‘Takeaway range’ throughout 2022.[3] Meanwhile, UK-Based scale-up THIS, became the first plant-based partner to WH-Smith[4] when they launched their plant-based sandwiches and snack pots this summer, targeting the ‘on-the-go’ consumer.[5]
Our prediction is that in 2023, we will see an increase in plant-based and alternative-protein convenience food. Get ready for more vegan frozen meals, ready-to-eat meals, and pre-packed snacks. This will not only allow for more healthy options and variety for consumers but will also increase the accessibility of plant-based diets. By making sustainable plant-based options more convenient, food tech pioneers will better meet consumer demand, leading to a potential rise in the popularity of flexitarian diets.
For further reading, check out this ProVeg Article which provides some helpful suggestions on how to make plant-based products more convenient for your target audience.
[1] Faulkner, David (2021): The Future of Plant-Based Food and Drink in Europe. Mintel Blog. Available at https://www.mintel.com/blog/food-market-news/the-future-of-plant-based-food-and-drink-in-europe (last accessed 16.12.2022)
[2] Amoroso, Elena (2022): ASDA has launched a new vegan BBQ range – here’s the new lineup. Vegan Food & Living. Available at https://www.veganfoodandliving.com/news/asda-launched-new-vegan-bbq-range/?doing_wp_cron=1671191381.8725008964538574218750 (last accessed 16.12.2022)
[3] Amoroso, Elena (2022): BBQ Season is hotting up as Quorn launches new vegan sticky wings. Vegan Food & living. Available at https://www.veganfoodandliving.com/news/quorn-launch-new-vegan-sticky-wings/ (last accessed 16.12.2022)
[4] Vegconomist (2022): UK: THIS Becomes “First-Ever” Plant-Based Partner for 230-year-old WH Smith. Available at https://vegconomist.com/products-launches/this-becomes-first-plant-based-partner-for-wh-smith/ (last accessed 16.12.2022)
[5] Woolfson, David (2022): Plant-Based brand This launches branded sandwiches and snack pots into WH Smith. Available at https://www.thegrocer.co.uk/new-product-development/plant-based-brand-this-launches-branded-sandwiches-and-snack-pots-into-wh-smith/669330.article (last accessed 16.12.2022)