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Research reveals the recession, supply chain issues and a shift in consumer mindset are driving consumers to eat ‘less but better’ meat and to seek out more plant-based alternatives at meal times. 

According to analysts at market research firm Mintel, the COVID-19 pandemic has further disrupted the global food industry, forcing many consumers to rethink how they eat.

It has also allowed manufacturers of plant-based products to benefit, not just because of the sustainability and health benefits, but also because these types of food quell consumers’ fears about hygiene and safety, and offer supply chain advantages, Mintel said.

Mintel global food analyst Dasha Shor said: “Alternative meats, such as plant-based or even, eventually, lab-grown meat, will likely find consumers, as people become more receptive to the ‘clean’ meat proposition these products can offer.”  

This is backed up by the findings of local Melbourne company, Flexitarian Foods. It launched its Plantein range of planted-based protein products, including burgers, schnitzels and nuggets made from soy protein, earlier this year in the midst of the pandemic.

Flexitarian Foods managing director Evan Tsioukis said: “So far the response from consumers has been extremely positive. Demand has increased each month from all of our stockists, including Woolworths and IGA. 

“Plantein was launched with the intention of creating a product that was better for you, good for the earth, big on taste and 100 per cent Australian made. Our packaging, designed by date of birth, has proved a category disrupter in the market and has supported our growth into international markets. As a result we are looking to introduce an additional 10 or more SKUs in 2021 and diversifying our product range.

“Blended products that combine animal and lower-cost, better-for-you, plant-based ingredients will also be an important area of innovation.”

The Mintel research also highlighted the factors influencing consumers’ attitudes to meat. While in the US more than nine out of 10 consumers still eat red meat and will continue to do so, there will likely a long-term move to eating smaller quantities of better-quality meat less frequently. It also opens the doors for innovators in the sector.

Shor said: “We can expect to see acceleration in the micro-farming trend, with companies needing to be creative in responding to the interest in local products. 

“Transparency, traceability and cultivating trust will be paramount to the meat industry's survival long-term.”

Alongside this move towards a shift to more plant-based diets, another possible boon for the food industry resulting from the coronavirus pandemic is an increased interest in immune-boosting foods.

 

“Mintel research reveals that more than half of Chinese consumers (54 per cent) aged 55 to 74 are interested in food that improves the immune system,” said Shor. Results in Thailand were similar, with 47 per cent of consumers there suggesting food and drink that improves immunity would be “helpful”.

 

“Health and disease prevention will be on consumers’ minds for the long term,” said Shor. “Brands can highlight the role of protein and other nutrients in red meat, poultry and fish, as well as plant-based foods, when it comes to immune system health. This connection will be particularly important as consumers question the overall value of animal proteins.”

 

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