The plant-based foods trend is an opportunity for every type of business. And it is a great example of how product development skills can create new markets. Julian Mellentin writes.
People want to eat more plants – and they are open to trying plants in forms that were not available 10 years ago.
What has brought the trend to life and is driving its growth is creative product development by food companies, by retailers and vegetable growers, whose efforts to make vegetables more convenient have passed a tipping point.
Some of these new product development (NPD) efforts are quite sophisticated but many more are simple, retaining the natural identity of plants, with few ingredients. And the fact is, naturalness and simplicity are what align best with consumer needs.
Millennials in particular are motivated by ultra-convenient vegetables. The rising interest in low-carb eating patterns (for weight loss) is also increasing consumer interest in ‘more vegetables’ – and is already more important than veganism.
Not only that, but we are all food explorers now: people are looking for more novel and exciting ingredients and tastes, and NPD makes it far easier to choose plant-based meals that tick these boxes.
Putting aside plant-based beverages and dairy, if you are thinking about a plant-based foods strategy for your business you basically have five options.
