Vegan and plant-based: consumers are loving it.
Plant-based nutrition has been on the rise since a few years, driven by consumers’ desire for more healthy and sustainable food and drink products.
Today the vegan claim especially is recording a steady increase in new product innovation activities. But if you want to tap into a more mainstream audience, like flexitarians, the plant-based claim may find more appeal.
Globally 1 in 4 consumers can identify with the flexitarian diet, which means they very often eat vegetarian, but still include meat and fish dishes too. These consumers are typically a very health conscious audience to cater to, but they also consider taste, texture and variety as key factors for future buys.