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NPD in action: Meat free trends

Oct 2020

For the consumer who wants to enjoy the experience of eating meat, without eating meat, a lot of alternative options are available. Global meat substitute launches with a vegan claim, for instance, are experiencing an average annual growth of +20% (CAGR 2015-2019) and there is also more variety in products such as fish alternatives, deli meats and ready meal options. Besides soy - the top plant base for meat substitutes - other bases are increasingly used such as jackfruit and pea.

Darling
Vegan Grill
De Vegetarische
Bites
Iglo Veggie
Ecoideas
Garden Gourmet XL
Good Catch
Wuxianzhai
Kips Vega

1/10

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Darling Lemon and Herb Pieces (US). Plant-based lemon and herb pieces in a 227g resealable plastic pouch. The opposite of chicken. 100% plant-based. Non GMO. Gluten free.

Contains soy.

Innova Market Insights data indicates that there is a 2% growth in snack launches globally from 2019 to 2023. Snack Nuts & Seeds (21%) was the leading subcategory of snacks, but Finger Foods/Hors D’oeuvres was growing fastest with 8% growth from 2019 to 2023. Additionally, there was a notable surge in launches for plant-based snacks, which saw a 24% growth from 2019 to 2023.
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Innova Market Insights data indicates that the use of protein ingredients in food and beverage launches globally had a 3% average annual growth from 2019 to 2023, with Bakery being the leading category. Plant-based claims grew the fastest, with a notable increase of 27%. This surge has led to the rise of various plant proteins such as lentil protein, fava bean protein concentrate, field bean protein, and others.
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Innova Market Insights data indicates that there is a growth in low/no/reduced sodium claims in various food & beverage categories. Hot Drinks had a 24% average annual growth from 2021 to 2023. Categories Desserts & Ice Cream and Meat, Fish & Eggs are also on the growth path and show innovation potential.
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Innova Market Insights data indicates that organic claims are expanding into various food & beverage subcategories, painting a new landscape for the use of this claim. Organic flavored alcoholic beverages had a 35% average annual growth from 2019 to 2023. Other subcategories are also gaining ground, like wrapped chocolate pieces and others.
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Innova Market Insights data indicates there is a 2% average annual growth globally in cocoa ingredient use for food & beverage launches. Confectionery is a leader of these launches, with chocolate being the frontrunner, but there is fast growth of cocoa use in meat substitutes with 61% growth from October 2018 to September 2023.
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Consumers are rushing into the world of bold and exciting flavors. Innova Market Insights predicts that flower & botanical flavors will take the lead in food & beverage flavor innovation in 2024. Other flavor trends on the rise include nostalgic vibes, fantasy flavors, emphasis on local delights and a mix of sweet and sour influences.
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