Plant-based and free-from trends gain traction globally, says Hydrosol

16 Mar 2020 --- The plant-based and free-from trends continue to have extraordinary potential around the world. That is according to Hydrosol CEO Dr. Matthias Moser, who notes that the company reacted to the growing demand for plant-based alternatives to meat and dairy products some years ago, and continues to develop solutions for this market segment. Hydrosol has also underscored growth in the free-from food sector. Whether free from lactose, gluten or soy – with less sugar, salt and fat, or free from animal-derived ingredients – the free-from trend and the plant-based segment have turned into an important market for differentiated products.

The “Plant-Based Revolution” is not just one of this year’s top trends, according to Innova Market Insights, it’s also a rapidly expanding category in food retail. According to the market researcher, 2019 saw a 59 percent increase in plant-based claims in new product launches globally.

In presenting new developments and examples of successful products for plant-based alternatives to dairy, deli foods and meat and sausage products, Hydrosol’s specialists underlined the importance of plant-based foods. 

Dr. Dorotea Pein, Head of Product Management at Hydrosol says the plant-based sector will continue to grow. “Following the alternatives that look like conventional, accustomed products, we expect to see foods in new product categories.”

“We think that in 20 years plant-based alternatives will be part of our normal eating habits. In ten years we’ll be well on our way, with products being sold everywhere on a normal basis, but not yet fully part of our eating habits,” Dr. Pein explains. 

Free-from promises further growth 
In addition to plant-based alternatives, the large field of free-from products is another growth driver on the market, says Hydrosol. The primary motivation driving consumers’ purchases of these clean and clear label products is indulgence with a good conscience. Consumers want to treat themselves well, act sustainably, boost their own health, and preserve resources and the environment. Indulgence plays a decisive role in the success of food products, and simply removing certain ingredients from a recipe can quickly ruin a food’s appeal. Addressing the desire for indulgence takes deep food technology expertise and creativity in the use of the different ingredients. 

“Consumers are more and more aware of certain ingredients. For example, phosphates are frequently criticized as being a risk for people with kidney disease,” says Dr. Moser. “Sugar reduction is another important free-from topic – everywhere in the world there are foods people can’t resist, because they love the taste and texture. Sugar-reduced products need to offer the same indulgence if they are going to have sustained market success.” 

Building on growth with new solutions
Meanwhile, plant-based meat and dairy alternatives have long since become fixtures in mass markets, and for many consumers they are established parts of a balanced diet. Plant-based alternatives to fish filets, fish sticks and tuna fish salad are just a further step. Hydrosol recently added plant-based alternatives to breaded fish products and bread spreads like tuna deli foods, reports Dr. Moser. 

“If you look at it closely, overfishing of the ocean is one of the biggest problems out there, and many kinds of fish cannot be produced outside of their natural environments. This sector absolutely needs alternatives that resemble existing foods. So our portfolio includes a wide range of concepts and solutions that enables interested manufacturers producing these alternatives,” adds Dr. Pein. 

Hybrids are interesting products, according to Dr. Pein. “They help consumers accept alternatives by mixing them with the familiar flavor of meat. Consumers don’t need to get used to something completely new all at once, but can still reduce their meat consumption. We’ll also see hybrid products in the dairy alternative category, since plant proteins give products interesting new properties. I think that the free-from trend in terms of e-number reduction can play a role as well. And as regards flavor, the meat and dairy components help consumers switch to plant-based alternatives.”

Plant-based and free-from will remain major growth drivers at Hydrosol. In 2019, the company generated worldwide growth of 30 percent. With its trend-driven concepts, this year Hydrosol is working towards further 15 percent growth. 

Hydrosol recently opened its Plant-Based Competence Center, which will play a key role in plant-based and free-from food trends. 

Last month, Hydrosol reported that as the market for plant-based products is showing double-digit growth, alternatives to soy are opening up plant-based options to consumers who suffer from food allergies. The company was said to be responding with innovative approaches to create plant-based alternatives to meat, which are both clean label and allergen-free.  

Edited by Elizabeth Green

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