Understanding plant-based preferences: Kerry highlights “keys to success” in animal-free food

04 Mar 2020 --- To uncover new growth opportunities among current and future plant-based consumers, Kerry has released the report Winning with Plant-based – Unlocking the Keys to Success for a Growing Market. A “double to triple digit growth” in emerging plant-based categories is underscored in the analysis. The dairy-free ice cream category is also in particular focus, which continues to strive towards overcoming “limiting” flavor varieties and textural hurdles. Meanwhile, nutritionally boosted functional offerings continue to spark demand.

“Plant-based has extended itself from a niche trend for the few, to a full-fledged phenomenon for many. With the rapidly growing consumer base and market penetration of plant-based across food and beverages, the industry will need to reevaluate current consumer perceptions of plant-based and focus on addressing emerging consumer expectations,” says Jenny Palan, Strategic Market Research Manager for Kerry North America.

Notably, the budding Gen Z population will soon be the largest consumers of plant-based food and beverages.Indeed, the booming plant-based arena continues to attract contenders, including well established meat producers entering what was once considered a playing field for smaller scale disruptors. Last month, FoodIngredientsFirst spotlighted Cargill’s plans to roll out a range of alternative meat products, entering the market as the latest challenger to notable players such as Beyond Meat and Impossible Foods.

Utilizing an online survey, Kerry uncovered consumers’ claims and label expectations along with the overlaps and interplays between plant-based dairy and plant-based meat. The survey included over 2,900 consumers in the US who currently consume or are interested in consuming plant-based food and beverage.

The research found that plant-based food and beverages have come to appeal to a wider audience, not just consumers with restrictive diets and food sensitivities. In particular, the “The Plant-Based Revolution” – a top trend for 2020 identified by Innova Market Insights – is driven by Millennial and Gen Z consumers. 

Notably, the budding Gen Z population will soon be the largest consumers of plant-based food and beverages. “These consumers will be critical in influencing adoption by the wider population,” states Kerry.

The report further stresses growing consumer appetite for plant-based NPD that does not sacrifice taste, texture or functionality. As the category continues to expand beyond plant-based meats, Kerry notes that proliferation of plant-based products is driven by ballooning emerging categories – snacks, dips, sauces, cheese, ice creams, etc.

Global ice cream manufacturer Froneri launched the vegan brand RØAR last month.Elevating the appeal of frozen novelties
In the burgeoning plant-based ice cream category, Kerry highlights that meeting consumers’ flavor curiosity is key for successful launches of these “frozen novelties.” Plant-based ice creams have been “limiting” in flavor variety. 

Appealing to consumers’ desire for more nostalgic and indulgent flavors, akin to that of traditional dairy-based ice creams, layering swirls and inclusions such as cereal, non-dairy dessert pieces, and sprinkle toppings will add an indulgent, experiential effect that will appeal to the consumer. Additionally, renewing curiosity with the category, adventurous flavors such as Irish Cream, lychee, or brown butter will help the category differentiate among other players.

According to Kerry’s survey findings, consumers described plant-based ice cream as “less creamy,” “gritty,” “grainy,” even “sawdust,” while taste was described as “flavorless,” “weird,” “off” and “takes a while to get used to.” Solving these associated texture and taste challenges can significantly boost appeal in NPD.

Innova Market Insights reports an almost 50 percent average annual growth in vegan desserts and ice creams launched over the past five years. In this space, global ice cream manufacturer Froneri launched the vegan brand RØAR last month – as plant-based meal occasions increase.

Product range by Harmless Harvest.Unlocking plant-based nutrition
As trends in the F&B industry often tend to overlap and accentuate one another, Kerry’s report details how health-boosting hero ingredients may help elevate demand for plant-based products. Specifically, functional ingredients (such as green coffee extract, tea, ginger, turmeric and probiotics) are expected to support digestion and gut health, while unlocking new drivers of consumption for dairy-free yogurt. 

Exemplifying this trend, maker of organic coconut-based beverages Harmless Harvest announced its expansion with a full suite of plant-based coconut yogurt alternative products earlier this year. The product is marketed as rich in medium-chain triglycerides (MCTs) from coconuts, made using a traditional yogurt process to include live and active cultures for gut health.

Significantly, creating plant-based products that address key health and nutrition goals will further entice consumers to the category. Outlined by Kerry, the top goals consumers are looking to achieve through food include:

• Increase energy through green coffee or tea.

• Manage weight through a reduced calorie diet.

• Support digestion/gut health through probiotics.

• Support heart and overall health with whole grains.

• Support immune health through the addition of beta glucans.

“It has become imperative to look at the category today, but also envision how to solve for texture, taste and other sensorial challenges. As the market evolves, inherent nutrition, formulation and clean ingredients will become primary drivers for the category, and a means to differentiate in the industry,” concludes Palan.

By Benjamin Ferrer