Ofi research reveals “one-third of US consumers can’t find a plant-based product they like”

03 Apr 2023 --- Consumer interest in plant-based products continues to rise, with meat eaters, milk drinkers and vegetarians increasingly open to plant-based offerings, according to new research reported by olam food ingredients (ofi). However, 37% of US consumers surveyed outlined they have not found a plant-based dairy product that satisfies their preferences, ultimately marking an opportunity for manufacturers and brands to innovate.

The research found that regardless of their dietary pattern, 82% of North American consumers surveyed report using plant-based products at least once a month.

Interest in plant-based dairy alternatives continues to grow, with 55% of consumers increasing their intake of plant-based products over the last two years, while 63% expect to use more in the next two years, states ofi. 

Speaking to FoodIngredientsFirst, Kyle Neu, consumer and market insights manager at ofi, says the most surprising findings were; the number of consumers who have left the category due to dissatisfaction with the product offerings (7%), the number of consumers that have not found a plant-based dairy product that satisfies their preferences (37%), and that 66% of that consume plant-based products use plant-based products to try something new.

“It just shows there’s still a lot of opportunity for innovation in the area,” Neu explains, adding that the demand for plant-based dairy is rising. “Sixty-three percent of those who consume plant-based products told us they expect to increase their consumption in the next two years.”

One-third of consumers still haven’t found a plant-based dairy product that meets their needs, says ofi.“Our findings show over one-third of consumers still haven’t found a plant-based dairy product that meets all of their needs,” explains ofi’s vice president of innovation and head customer solutions center in North America, Sonali Dalvi. 

“This is a call to action for our industry. You need a fresh, creative approach to flavor creation, color and texture development to make products that captivate consumers.”

Health and nutrition drive choice
According to ofi, health and nutrition are the top reasons consumers cited for choosing plant-based options. 

Specifically, they said feeling physically better, consuming products rich in nutrients, and reducing the chance of health risks are critical drivers for buying and consuming plant-based products, especially plant-based dairy products.

Plant-based dairy may be driving the trend toward mainstream acceptance. Eighty-two percent of shoppers surveyed reported being interested in plant-based dairy products, with more than six in 10 (64%) purchasing plant-based dairy products at least once a week. 

Moreover, 65% are buying plant-based dairy alongside traditional dairy, signaling that the category may be an appealing addition to the shopping cart rather than a strict this-or-that alternative.  

“As the plant-based consumer landscape continues to broaden, F&B manufacturers will have new challenges to ensure that their products meet consumer expectations,” Dalvi underscores. 

“There is huge potential to create new formulas with ingredients like cocoa, nuts and spices that can provide natural or clean label properties allowing companies to produce new plant-based offerings that are both naturally delicious and can help enable health, well-being, and nutritional benefits.”

Addressing the opportunity gaps
Although most consumers are already interested in plant-based dairy products, there are still significant barriers to adoption, which manufacturers can address through key formulation updates. 

For example, consumers polled cited plant-based dairy’s taste and texture (66% plant-based users; 53% non plant-based users), accessibility (61% plant-based users; 35% non plant-based users) and affordability (58% plant-based users; 57% non plant-based users) as the leading reasons they have chosen not to purchase the products. 

“There are several challenges that come with formulating plant-based dairy in particular; mouthfeel, taste, protein content, sugar content, and of course, artificial ingredients,” Dalvi continues. “Our team aims to create custom plant-based applications across categories that help manufacturers create products that consumers will love.”

By Elizabeth Green