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NPD in action: Plant-based innovation

Feb 2021

Plant-forward innovation is still high on the agenda, with an enduring challenge to deliver more “transparent” meat and dairy alternatives. Consumers are also looking for an extra level of sophistication; innovation is moving beyond established categories to new ones such as ready meals, confectionery, soft drinks and so on.

Clean Eats
Parvegano
The White Rabbit
Fancy Plants
Marie
Orivego
Green
London
V8 Sparkling

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Clean Eats Naturally Oatmeal Raisin Cookie Prebiotic Nutritional Energy Bar with Hidden Spinach (United States). Oatmeal raisin cookie with hidden spinach prebiotic nutritional energy bar in a 54g plastic packet. Prebiotic. No sugar added. Plant-based. All real food. No flavors. No additives. Nothing artificial. Certified vegan. Certified gluten-free. Non GMO Project Verified. Certified clean. All natural. Made for gut health. No nuts. No allergies known. Certified kosher.

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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