Plant-based purchases driven up since COVID-19, flags Palsgaard

22 Nov 2021 --- Global consumer demand for plant-based products has increased since the onset of COVID-19, research by Palsgaard has revealed, highlighting that four in ten consumers were inspired to purchase more plant-based products because of the pandemic.

The emulsifier and stabilizer specialist commissioned extensive consumer research into the plant-based market, focusing specifically on three categories: milk alternatives, dairy-free yogurts and frozen desserts.

Improvements warranted 
The research showed consumers are generally happy with existing plant-based products. Still, there are areas where they would like to see improvements, such as less sedimentation in plant-based milk, products with a longer shelf life and enhanced texture and creaminess.

Palsgaard commissioned expert researchers to survey 1,307 consumers from Mexico, France, Russia, the US and Vietnam.The survey found nearly half of consumers (44%) had purchased more of these products since the start of the COVID-19 pandemic. Twelve percent said their purchases of plant-based products had decreased and 44% said they had stayed the same.

Health and taste shape choices
The number one reason respondents chose plant-based products was that they considered them better for health, an opinion held by 75.4%. The second biggest driver, chosen by 51.3%, was “I like the taste,” while 45.8% said they bought into the plant-based category because they are concerned about the environment and sustainability. 

The survey also found that it is primarily younger consumers who have changed their purchasing behavior.

Almost half (47.4%) of those aged 18-24 (and 48.4% of those aged 25-34) had increased the number of plant-based products they were buying, compared with just 34.8% of those aged between 55-64, Palsgaard reveals. 

“The onset of COVID-19 appears to have triggered more interest in the market for plant-based F&B. This may be because the pandemic has led to a greater focus on general health and the environment. At the same time, the plant-based sector is rapidly evolving, so there are more new products out there for consumers to explore,” says Haydee Carlos, Palsgaard’s application manager. 

The company’s White Paper “Plant-based Potential” covers the research in more detail and it identifies several areas where consumers would like to see improvements, such as: 

• Reducing sedimentation in plant-based milk
• Enhancing the mouthfeel, and particularly the texture and creaminess of these products
• Shelf life and ensuring products last long enough once opened
• Minimizing water separation in dairy-free yogurts

It also highlights some of Palsgaard’s emulsifier-stabilizer blends, which can help manufacturers with plant-based product development. 

“The good news is our survey showed us that overall, consumers are pleased with the plant-based products that are already out there. We were, however, able to identify a few key areas where consumers would like to see improvements,” adds Carlos. 

Palsgaard will share its new consumer insights and attitudes to plant-based eating at Fi Europe’s virtual event (November 22 – December 2). 

On November 22 at 10.30 am (CET), Palsgaard’s senior marketing specialist Mette Dal Steffensen will present the findings from the survey, highlighting the four key areas where consumers would like to see improvements. 

“We are delighted to return to Fi Europe to speak to customers about the key findings from our research and how Palsgaard’s emulsifiers and stabilizers can help manufacturers with plant-based product development,” says Steffensen. 

“The plant-based market is still relatively new and we know manufacturers are still learning about the challenges in creating dairy alternatives. Palsgaard can help with these challenges, and working with us can also help shorten the product development time.”

Last month, FoodIngredientsFirst spoke with Palsgaard and others examining the latest trends in stabilizers. Despite supply chain challenges, raw material price hikes and the ripple effect of the COVID-19 pandemic, the stabilizers market is seizing the opportunity to innovate with more NPD on the horizon. 

Edited by Elizabeth Green