Plant-Based Eating Makes Consumers Feel Healthier

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A new wave of health consciousness has become ingrained within American culture. Over half of U.S. consumers have started plant-based eating as they are under the impression that it makes them healthier. A majority of consumers have also said that this change was indefinite and some were hindered from making this change because of taste preference.

This new trend has promoted a healthier America, which will have a ripple effect on the rest of the world. Plant-based eating also supports new opportunities for growth in the market for food. Research has shown that these changes are more than simple experimentation and has instead resulted in a new way of life for many consumers.

New Products Follow the Health Trend

These results are not outlandish as there is increasing support for plant-based eating. Companies are beginning to follow consumer health trends and have started to release more plant-based products. About 1/5 of Americans eat a diet consisting of predominantly plant-based foods, while 6/10 have stated that they reduced the amount of meat that they eat.

Plant-Based Eating is for Flexitarians

While in the United States more than half of all consumers are beginning to eat and drink more foods that are plant-based, that number increases to over 65% globally. In addition to this, many people are also decreasing the amount of meat they are eating. Over half say that this change is a permanent one.

People have many reasons for their reduction or outright stopping of the consumption of animal products. Some include wanting to affect the environment positively. Others believe that a meat-free diet is much healthier, some people want to limit the amount of cholesterol they intake, and even still some people prefer the taste of meat-free products.

With each passing year, the number of vegans and vegetarians are increasing in America. A study in 2017 found that about 6% of Americans reported being vegan, while in 2014, that number was only 1%. Again, many people have their reasoning, but it is undeniable that there has been a shift in the way Americans eat. Many people no longer consume animal products at all, something that would be considered odd only a few years ago. However, the growth in flexitarianism and plant-based eating is growing quicker than veganism or vegetarianism because of the stigmas that come with those words.

In 2017, sales of non-meat-based foods were up to over $3 billion, while only a year ago, it was less than $1 billion.

Taste is NOT an Issue

One major concern of many consumers is the difference in taste. However, in recent years there have been many advancements to make plant-based foods much more appealing to the taste preferences of meat lovers. Shoppers are in awe at the taste of plant-based burgers and other meats which they believe to have an even better flavor than their meaty counterparts.

Even large-scale meat companies are beginning to buy into vegan-friendly companies. Tyson Foods, as well as Dean Foods, have both since invested in small stakes in different plant-based companies. It is very probable that this trend will continue, and large-scale companies will adapt to the needs and wants of the modern consumer.

Inspired by www.fooddive.com

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Why Plant-Based Colors are Popular

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In today’s world, the colors of food are just as important as the flavor. In snacks geared for veggie and plant lovers, plant-based colors like kale and carrots are becoming increasingly popular. These vibrant ingredients promote feelings of satisfaction in consumers and play a significant role in how people select their snacks. This is apparent in large companies who use this strategy to attract more consumers.

Another avenue for brightly colored snacks is social media. Influencers who post pictures of eye-catching and mouthwatering snacks play a significant role in the consumer experience. Colors make snacks seem more appetizing, and people are more likely to purchase them.

Artificial Colors Are Yesterday’s Snack

Manufacturers have experienced a 75% rate of growth for products which use bright, appealing colors, in a survey taken from 2009-2013. These snacks have become increasingly popular as they allow for trendy, visually pleasing photos, which draws in the attention of potential buyers.

Recent years have also seen the rise in the desire for cleaner, natural products. Consumers are beginning to stray away from artificially produced snacks in exchange for a healthier solution. Included with natural products would be the colors used to create said products. Consumers would instead purchase snacks made without artificial colors.

Large companies have started to phase out artificial coloring and have settled for naturally vibrant ingredients. Many companies in the food industry have already created brand new recipes and items with plant-based colors to reflect the change in consumer desires.

Plant-Based Colors Means More Sales

In a research study, it was found that an overwhelming 9 out of 10 shoppers had decided to buy a product based on the color of it, and the imagined taste associated with the color. Items that were deemed to be more visually pleasing had a much higher chance to be purchased.

Today’s market reflects that purple is a surprise favorite color for food and has been popping up in drinks and snacks. In addition to the visual aspect, consumers believe that products of this color are more likely to be beneficial to health. The health-conscious consumer is much more likely to buy a plant-based snack as opposed to one with artificial ingredients.

Brightly colored foods are most popular within the younger community as they are perceived as better photos for social media platforms such as Twitter and Instagram. These colorful foods are then shared within the user’s followers often resulting in new customers.

Large companies such as Kellogg, and Barry Callebaut, have recently launched products to capitalize on the color craze. The products they introduced were unique in their color composition using vibrant, plant-based colors in an attempt to pop out at buyers. This is contrary to the traditional plain colors associated with these foods.

A Health-Conscious America

The rise of a health-conscious and social media driven society has pushed the snack market into new territory. It is safe to believe that this trend will not end soon and that snacks and food, in general, will progressively become more colorful in an attempt to appear more appealing. Whether it is the cereal we eat in the morning or ice cream after dinner, many products will continue to become more and more unique.

Inspired by www.fooddive.com

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Fresh Snacking is a Driving Force in Clean Label Products

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In a recent article from Mintel, they provided new statistics showing that fresh snacking is a driving force behind clean label products. While consumers have been gravitating towards organic, natural, and non-GMO to define a clean label product, “fresh” has emerged a new attribute. According to Mintel’s research, consumers are determining fresh as free of preservatives and typically a refrigerated product. How much is fresh snacking growing in the marketplace?

The Growth of Fresh Snacking

New data from SPINS shows that 94% of adults snack daily with the entire snacking market size at over $57 billion in sales annually. While conventional snacking makes up the lion share of the market, health and wellness snacking have been on the rise with a 6% annual growth rate. To no surprise, the health and wellness sector of the market is being driven by the growth in fresh snacking products. Mintel identified the top products that clearly define the fresh snacking category: protein snack packs, refrigerated protein bars, drinkable soups, yogurts, guacamole, hummus, and bottled smoothies.

The millennial and iGen consumers are a driving force behind these products as they continue to demand clean labels with simple, whole food ingredients.

How is Fresh Snacking Evolving?

Protein and essential nutrients have been important attributes in the evolution of fresh snacking over the past 10+ years. Mintel estimates that fresh snacking started in 2005 due to innovation from smaller brands and experimental convenience formats from big brands. SPINS data showed that the market began to take off in 2008 as fresh snacking product launches increased 4x over between 2008 and 2017.

 

The fresh aspect of the new snacks became a rallying call for brick and mortar retailers as the shipping costs of e-commerce make it virtually impossible to deliver these types of products for a profit. New surveys from Mintel indicate that 33% of shoppers are now looking for new foods on the perimeter of the grocery store with 25% saying that is where they make impulse purchases.

The Future of the Category

As the category continues to explode, there will be opportunities for new segments to jump in like chilled desserts. New segments will continue to take advantage of the use of whole food ingredients and no preservatives. Some brands are looking for a way to add whole food, plant-based vitamins and minerals to the products to enhance the nutrition facts label and their ingredient statement. Companies like NutriFusion are providing new products with easy to use fruit and vegetable powders rich in vitamins and minerals. Brands are making powerful claims like Rich in Antioxidants,  Vitamins From X fruits and vegetables, etc. to entice consumers to buy at the perimeter of the store.

What comes next for the fresh snacking category?

Inspired by www.mintel.com

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Fruit Powder Industry Expected to Grow to $23.96 Billion by 2025

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Fruits contain concentrated amounts of plant-based vitamins and minerals. They also contain high amounts of fiber and antioxidants. Consumption of fruits is beneficial to the body but not everyone loves eating them. People also have to consume a lot of fruits to get the health benefits that your body needs. This is where fruit powders come in. The fruit powder industry is expected to grow to $23.96 billion by 2015 according to Hexa Research. Fruit powders have a positive outlook specifically in the nutraceutical industry as many consumers are looking for ways to supplement their nutrition using natural food products.

Rising Awareness to Healthy Food Ingredients

There is a rising awareness for consuming healthy food ingredients. Fruit powders contain important micronutrients such as vitamins and minerals. They also contain high amounts of amino acids. Aside from the rising awareness of healthy food ingredients, fast-paced lifestyles have also inclined people to opt for convenience without sacrificing the nutritional content of their food. This grab-n-go mentality is fueling the demand for fruit powder worldwide.

fruits vegetables fruit powder vitamins minerals plant-based ingredientsPreventive Healthcare Is Another Driving Force

Another driving force of the nutraceuticals industry is healthcare. Organizations are developing measures for preventing cancer and other chronic diseases. Fruit powders contain high amounts of antioxidants that have been proven to help reduce the risk of cancer progression. It is no wonder why those in the healthcare industry are also using fruit powders to develop products for preventive health care.

Studies show that the intake of more fruits and vegetables can help prevent gastrointestinal tract cancer. According to the World Health Organization (WHO), low intake of fruits can increase the risk of stomach cancer by 30%. In fact, inadequate intake of fruits and vegetables resulted in 5.2 million deaths around the world in 2013 alone.

Large Companies Are Following Suit

The increasing demand of fruit powders from the nutraceutical industry is propelling this particular sector. This is expected to drive even large companies to use fruit powders or extracts to improve their product line. For instance, companies such as Unilever are improving their image by developing product lines such as the Replenish Shampoo and Trireme Botanique Nourish – both containing coconut extracts. Fruit powders are not only popular in the food industry but also in the cosmetic industry.

Other large CPG companies are looking at fruit powders to add back the vitamins and minerals typically lost in processing. NutriFusion fruit powders and vegetable powders are some of the most robust in the industry. With NutriFusion fruit powders, brands can add 50% daily value of 6 different vitamins from fruits with only 225mg of powder. Check out the NutriFusion R&D kit to learn more.

Global Implication for Fruit Powder

Consumers are becoming more aware of their health and this is evident in their preference for simple food ingredients such as fruit powders. This trend is not only popular in the United States but also in other countries. In Europe alone,  the reported revenue for the fruit powder industry exceeded $3 billion in 2017. Fruit powder demand has formed micro-industries such as the probiotics and superfoods. Aside from the European market, the fruit powder industry is also expected to grow in the Asia-Pacific region with an expected track of 8.4% annually particularly in countries like China, Vietnam, Thailand, and India. Hex research believes supportive government policies can boost the production and growth of this industry over the long term.

Inspired by www.prnewswire.com

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Greater Food Brand Loyalty is Linked to Food Transparency

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According to a retail food study, consumers showed a higher incidence of brand loyalty to food products that generate a deeper connection via transparency. As much as 75% of shoppers are more than ready to switch brands when confronted with a product that has a more detailed label. The new study shows that shoppers are getting more demanding when it comes to food transparency.

Inside the Report

The report was developed by the Food Marketing Institute (FMI) with the purpose of outlining how shoppers define transparency and how it influences their food buying behavior. The report is known as The Transparency Imperative. According to the CMO, “We titled this report The Transparency Imperative because as we executed the research to bring the key findings of our 2016 studies current, we see clearly that transparency is only becoming more important to consumers.”

The paper looks deeply into the behavior and attitude within shoppers who are health-conscious as well as those who are digitally-active. It also looks into the response of consumers across different ages.

Targeting these varied consumer demographics, the study offers various and needed steps that brands should look into to further show their commitment to transparency; to track the ever-changing scenario of consumer preferences; to meet the ever-increasing expectations of food-buyers; to comprehend the exact needs of essential groups of buyers; and to transmit data over and beyond the list of ingredients.

The Results Show Brand Loyalty for Transparent Brands

 

As much as 86% of the correspondents agree that food retailers and manufacturers that provide a gateway to easily look-up their products’ ingredients definitions are easy to understand and complete—would lead to greater trust from them.

Further, a staggering 80% commented that they would definitely be more loyal to a brand that offers a significant amount of data on their products, more than what’s usually contained in the product label.

Lastly, more than half of the correspondents, 54% to be exact, would pay more for products with this included information.

Defining Transparency

According to Generation X and Baby Boomers, transparency is directly linked to nutritional information, ingredient descriptions, and a complete list of ingredients. Millennials, on the other hand, have a more detailed expectation when it came to transparency. Aside from what the older generations have listed, they are more likely to focus on fair trade and labor practices, animal welfare, descriptions of ingredient usage data, claims and certifications as well as allergen information.

Health-Conscious Shoppers Committed to Transparency

As much as half of the households in America have an individual who follows a health-related diet. Making these households more likely to put a significant importance on transparency. In fact, as much as 89% of shoppers are more likely not to buy a food product when the label is not sufficient to meet their needs.

Further, households that have children have an increased tendency to lean toward transparency. As much as 87% of these households use their smartphone while grocery shopping to check product information while in store.

All these findings point to advocating transparency by food brands can lead to better consumer relationships, brand loyalty and profits. Natural food brands should look for simple ingredients that help create a transparent, clean label. Learn more about GrandFusion fruit and vegetable powders to add real vitamins and minerals to your products.

Mintel Report: Pressed for Time? Mug Cakes for Breakfast!

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Mug cakes, you ask? As its name implies, these are single-serve cakes in a mug that’s baked in the microwave in a jiffy. So, you have a warm, homemade, and healthy breakfast in minutes which makes it one of the most favorable new breakfast trends.

This trend has been growing in popularity over the last couple of years due to delicious taste, convenience, and speedy preparation and cooking time. The product was designed for impulsive indulgence. There’s a lot of room for expansion when it comes to breakfast and baked goodies, which leads to the niche being carved by mug cakes as your breakfast treat.

The Success of Breakfast Biscuits

In Italy, consumption of biscuits is an all-time high which inspired Belvita to offer breakfast biscuits in 2010. It has taken the global market by storm and by far is one of the top product positionings of the decade.

By targeting their message on whole grain, energy release, and convenience, Belvita has made it more acceptable to eat biscuits for Breakfast. On the other end of the spectrum are breakfast cakes, which is a whole new frontier that has a lot of room for exploration where food brands can replicate the biscuits’ success.

 

Improving Health Insights

Just by using the word cake already connotes something unhealthy, which could be the reason behind why food brands are wary of dipping their toes in this market. However, there are ways to meet the demand for variety while not compromising the health of the consumer. This is where vegetable inclusions and flavors come in.

In fact, in a survey held in the UK, half of the buyers are interested in buying cakes other than the ones made from carrots. They want to see beetroot and courgette on their options for mug cakes. Another factor that food brands should look into is the sugar content of the cake, where nearly three-quarters of the consumers agree.

Food brands are also looking at NutriFusion fruit and vegetable blends to add to their mug cakes. The inclusion of these fruit and vegetable powders add essential vitamins without compromising the taste or texture of the end product. Companies are finding innovative ways to make “cake” so much better-for-you with GrandFusion fruit and vegetable nutrient blends.

Mug Cakes For The Most Important Meal of the Day

Time is a precious commodity in any household and people who have the time to spend preparing and making breakfast are lucky in today’s busy world. Breakfast meals that are tasty, nutritious, and fresh are the dream of today’s consumers.

When it comes to mug cakes, there are different levels of convenience to choose from, now isn’t that neat? Some products already include plastic cutlery which is geared towards consumption outside of the home. There are also mug cakes that come in a microwavable cup, and all you need to do is add water and cook it in the microwave. There are those that you need to put in a microwave-safe mug, perfect for people who are wary of plastics. And there are those that need a little bit of preparation by adding milk, water, or egg. Whatever suits your needs and wants, the variety of mug cake products on the shelf are wide. How will brands take advantage of this trend and stay with the better-for-you foods movement?

Inspired by www.mintel.com

Sales of Plant-Based Meat and Dairy Alternatives Rise 20%

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The plant-based food industry is no longer a niche. With many people shifting to this lifestyle, it has moved into the mainstream food culture. The meat and dairy producers are fighting back at all cost. Senator Tammy Baldwin of Wisconsin introduced the Dairy Pride Act that reserved the word “milk” to products precisely for lactating animal sources. However, the Food and Drugs Administration (FDA) is hands-off with this matter as the consumers are not confused with the term milk especially those made from plant sources. The agency reasoned that the terms are used to help consumers and not to protect selected industries against their competitors.

More Companies Jumping on the Bandwagon

And so instead of fighting against the plant-based food industry, some companies are trying to find out how to use this trend to their advantage. A study from HealthFocus International revealed that 17% of the consumers in the country aged between 15 and 70 years old claim to eat a plant-based diet while 60% are cutting back on dairy and milk products.

With this information, food manufacturing giants are transforming some of their products to meet the demands of the emerging number of plant-based dieters in the country. For example, the company Tyson Foods took a 5% stake in Beyond Meat two years ago. It is interesting to take note that Tyson Foods, one of the largest meat companies, invested in a plant-based company. The plant-based food industry has also added new rosters of companies that are dedicated to making exclusively plant-based food items. These include Beyond Meat and Impossible Burger that have made plant-based proteins more palatable to vegetarians, vegans, and carnivores alike. As such, the plant-based food industry is estimated to hit 5.2 billion within the next two years, and products from these companies are now found in more than 10,000 groceries nationwide.

The growth of the plant-based food industry is also the driver for the expansion of such companies. For instance, Beyond Meat announced that it was opening a new research and development center that will work together in discovering and developing plant-based meats for everyone to enjoy. This will boost the sales of plant-based meat alternatives that are experiencing a jump in its total sales from 6% to 24% from the previous years.

 

Dairy Alternatives Continue to Soar in Sales Growth

While the plant-based meats are soaring high this year, the sale of plant-based diary makes up a meager portion of the pie. Data shows that only 13% of “milk” sales come from non-dairy sources. Although small, it is projected to rise in the next few years as consumers continue to look for healthier alternatives and cleaner sources. And the prospect is very much definite as companies like Campbell’s are now selling protein milk sourced from peas. There is also a growth in the sales of plant-based creamers at 131% while plant-based cheese is at 43% while the sales of cow’s milk dropped to 6% last year.

Inspired by www.fooddive.com

Innova Market Insights Show 62% Increase in Plant-Based Product Claims

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There is a growing interest among the consumers not only for healthier products but also those that are sourced from ethical and sustainable methods. This is the reason plant-based products and ingredients are increasing in popularity and growth. Today, there are so many companies that are dedicated to producing plant-based products to cater to this growing market niche and it will not be long until this trend takes on the mainstream competition.

Plant-Based Ingredients Are Rising in Popularity

According to the report released by Innova Market Insights, plant-based product claims have increased by 62% globally with an estimated sales forecast of $4.2 billion in the United States. Plant-based products include platforms like active botanicals, plant-proteins, non-dairy milk, seasonings, sweeteners, food coloring, and so much more.

 

One example that shows how popular the plant-based foods market is the non-dairy products industry. According to Lu Ann Williams, Director of Innovation at Innova Market Insight, the availability and promotion of plant-based alternatives to dairy products such as yogurt, ice cream, and milk have helped drive the industry. In fact, global sales of non-dairy milk are higher by 8% since last year and have earned $16.3 billion in global sales.

The Growth of Non-Dairy Milk Products

It is estimated that plant-based milk products will double its growth within the next five years. With this fact, there are many companies that are venturing into non-dairy milk products category. Successful companies that have ventured into non-dairy milk products include Spoonable. The company makes non-dairy yogurt and it saw a growth of 48% during the 2013-2017 market period.

While some non-dairy milk products are successful, some have stable yet minimal growth. For instance, a non-dairy alternative such as plant-based cheese and creams only save minimal growth of 0.5% in 2012 to 1.5% in 2017. The probable reason for yogurt having more sales is because it is touted as a healthy product. Many companies are researching sources of non-dairy milk alternatives and aside from your usual oats and almonds, plant-based milk and milk products are now made from hazelnuts, walnuts, cashews, macadamias, coconut, flaxseed, and hemp.

Plant-Based Product Claims Grow in Meat Category

There is a growing interest when it comes to plant-based eating and it is reflected in the development of alternatives from the meat industry. Plant-based meats used today are made from soy, grains, and vegetables. Companies like Valess and Quorn were the pioneers of the plant-based meat industry. Today, other companies have sprung up such as Beyond Meat and Impossible Burger that have produced plant-based meat that tastes and bleeds like real meat.

There are many reasons why people gravitate towards plant-based ingredients these days. The pull towards plant-based diets such as flexitarianism, vegetarianism, and veganism might be the most important factor that contributed to such a shift in food preferences. In fact, the same market study noted that four in ten or 40% of consumers in the United States have increased their consumption of meat and dairy alternatives since last year.

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