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NPD in Action: Vegan Food Options

May 2020

Consumers’ lifestyle choices and ethical considerations are driving the market towards offering a broader range of vegan food and beverage options. This is reflected by an average annual growth of 23 percent in global product launches with a vegan claim between 2015 and 2019. Vegan food and beverage products are often accompanied by gluten-free and clean label claims.

Ashapops Popped Water Lily Seeds Vegan Cheese (US)
Maison Riviera Coconut Milk Vegan Delight: Lemon (Canada)
Beyond Meat Beyond Sausages: Plant-Based Sausage (Norway)
Supernola Dragon Fruit Lemon Zest (US)
Celebrate Health Teriyaki Stir Fry Recipe Base (Australia)
Harvest Moon Cashew with Yoghurt Cultures: Natural (Belgium)
Candy Kittens Wild Strawberry Vegan Sweets (UK)
Nabio Jackfruit Goulash Stew (Germany)
BSC Choc Lamington Clean Bar (Australia)
Nourish Organics Ginger Oats Cookies (India)

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Ashapops Popped Water Lily Seeds Vegan Cheese (US). Vegan cheese flavored popped water lily seeds in a 14 g resealable plastic pouch. Plant-based superfood snack. 50 calories. 2 g plant protein. Excellent source of Vitamin B6 and B12. Baked and handcrafted in LA. Vegan. Sugar free. Paleo. Gluten-free. Corn-free. Water lily seeds are packed with plant protein and antioxidants, and the magnesium in them may help you relax and sleep better. Your purchase allows Asha Foods to contribute 5 percent of the company’s net proceeds to the growers.

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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