What's all the fuss about plant-based? Top five trends

The plant-based revolution

• Plant-based eating has hit the mainstream and shows no sign of slowing down, with dairy and meat alternatives taking root as firm favorites with US consumers as a ‘better for you’ dietary choice. In 2018 alone, sales of plant-based milks grew by 9% and plant-based meats 24%, opening up opportunities for manfacturers to tap into this growing market.[1]
  
• The health benefits of incorporating more plant-based foods into diets are widely recognized. However, individuals following elimination diets are at a higher risk of micronutrient deficiencies and manufacturers of plant-based foods and beverages need to look at ways to fortify their products effectively. 
  
• Here, we look at the key trends in plant-based foods and beverages and introduce our new guide to support marketers and product developers in finding a balance between developing plant-based products that are not only tasty and appealing, but also provide adequate nutrition.  

What's at the root of the plant-based movement?

Diet trends are nothing new. In fact, the food and beverage market is saturated with them. Within this fast-paced environment, ‘plant-based’ has been a steady grower but only really found recognition in recent years due to a rise in the popularity of ‘flexiterianism’. One third of US consumers now consider themselves flexitarian, as they enjoy adding to their diet rather than restricting it.[2] There is also the growing ethical concerns for animal welfare, the environmental impact of how we source our food as well as general health and wellness driving consumer decision making.

The sale of plant-based foods grew by 20% between 2017 and 2018, cementing consumers’ belief in  plant-based as a dietary choice that evokes health and wellbeing, without having to exclude meat and dairy products for good.[3]

Here, we share five of the top trends in plant-based food and beverages and how manufacturers can leverage them for growth:

DAIRY DOES IT

The plant-based dairy market has grown explosively. In 2018 alone, sales of plant-based milk in the US were up 9%, whereas cows’ milk experienced a drop of 6%.[4] Just ten years ago, finding plant-based milk alternatives to buy would mean scouring the shelves of obscure health food shops. Now, it’s everywhere you look, with brands competing to stand out on the shelves. And it’s not just limited to milk. Plant-based dairy alternatives, including plant-based cheeses, creamers, butter, yogurts and ice creams grew 50% in 2018 alone.[5]