Kerry plant-based survey reveals sustainability and health are top drivers for flexitarians but taste rules

12 May 2022 --- Flexitarians – the main consumer group driving the growth of plant-based – are more critical of products versus vegan and vegetarian consumers, according to research carried out by Kerry. 

The survey shares key purchasing drivers specific to the markets of US, UK, Australia and Brazil, revealing specific attributes consumers demand from alternative burgers that go beyond simply tasting good.

The taste and nutrition company carried out research with over 1,500 consumers to uncover sensory expectations around plant-based burgers and cheese alternative slices. 

“Ensuring a great taste experience – involving a full sensorial experience of sight, sound and texture – is highly complex and in plant-based foods it is inherently more challenging because the bar is set high with meat and dairy as the benchmark,” remarks Fiona Sweeney, strategic marketing director at Kerry.“The flexitarian consumer, the key consumer group driving category growth in plant-based foods across the world, is actively trying to reduce their meat and dairy consumption,” she highlights.

“However, as they still eat meat and dairy products, their plant-based taste expectations are driven by these experiences. Overall, our research found that flexitarians are more critical of the plant-based products currently available on the market. ”

Bringing the best out of alt-burgersEnsuring a great taste experience involves a full sensorial experience of sight, sound and texture.
The research uncovered the main drivers across key markets, as well as the attributes that consumers seek when purchasing plant-based burgers. 

Kerry’s research found that a total of 60% of UK consumers started eating plant-based products because they are considered “healthier”, while 76% will buy a plant-based burger described as “authentic chargrilled-tasting”.

Meanwhile, 63% of US consumers started eating plant-based products because they believe plant-based is “better for the planet”. A total of 80% of US consumers are likely to buy a plant-based burger that is “rich and savory”.

In Australia, 51% of consumers continue to buy plant-based due to a better environmental impact, with 78% expecting a burger that caramelizes and browns during cooking to be delicious.

In Brazil, the benchmark is making beef burgers from scratch and seasoning to their liking. A total of 67% of Brazilian consumers continue to buy plant-based because they are committed to improving their own – or their family’s – overall health.

In Brazil, it is preferred to make beef burgers from scratch and seasoned to personal preferences.Taste as a gateway
“Plant-Based: The Canvas for Innovation” is hailed among the Top Ten Trends for 2022 by Innova Market Insights, with the global plant-based food market expected to reach US$77.8 billion in 2025.

Although a beef-like taste remains the primary benchmark, Kerry outlines that consumer expectations for plant-based burgers go beyond just the flavor experience and are in fact higher.

“Consumers desire products with improved succulence and a ‘bite’ that feels as close to meat as possible,” the company details.

They also seek cooking cues such as charring which signal that a burger is perfectly cooked and safe to eat and want meat alternatives with improved nutrition.

Industry’s innovation pipeline has been actively rolling out solutions to meet the criteria of taste, texture and appearance – such as the launch of Melt&Marble’s non-animal fat with the melting profile of meat Swedish business earlier this month.

In other moves, a team of Dutch food engineers at Vaess recently introduced VascoPrime, a “primer” for plant-based sausages from slipping out of their casings.

By Benjamin Ferrer