Reinvent Your Plate
Growth opportunities in meat alternatives
After experiencing years of expansion,
the plant-based category now faces challenges
Sales are going down
-3.4%
Plant-based meat sales in Europe decreased
by 3.4% volume in 2023 compared to 2022
Maybe use a complex capability
What’s happening and how to bring back growth?
Discover Reinvent Your Plate:
Growth opportunities in meat alternatives
A holistic and resilient viewpoint of the category
3085 consumers
The vegan, the vegetarian, the flexitarian, and all
the other ones who do not follow any restrictive diet.
250 industry experts
Marketing, brand,
and technical experts.
150 hours
new concepts
15 new concepts
To stimulate the discussion
25 quantified
questions
So, the plant-based category has undergone
a sequence of push & pull cycles
The plant-based meat category has grown based on consumers desire to reduce their meat intake
Gratitude to AI for adhering to GDPR guidelines, safeguarding consumer anonymity, while faithfully representing the exact words of Marc.
Consumers want it all but…
Maybe some kind of bubble chart? Or just a plain image
Depending on their journey, consumers have different priorities
32%
Resistant
14%
Potential
new consumers
12%
Tried and
stoped
17%
Reduce their
consuption
25%
Regular
consumers
How to convince them?
Not with current offer nor drivers
Need relying only on rational factors won’t be enough, to persuade them. Emphasis must be placed on the enjoyment and novelty of those delicious products (as is common in most other categories…)
Shifting the message
Despite their desire to cut down on meat consumption, they have not yet tried alternatives.
Retain by addressing pain points and their expectations for future innovation
Lack of true diversity, cost, taste & texture, health, limited availabilty in shop, sustainability…
Want to know more?
Element
Have you heard about the meat paradox?
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The "meat paradox" describes the conflict individuals face when enjoying meat while recognizing its ethical, environmental, and health concerns. It highlights the tension between the pleasure of consuming meat and discomfort about its negative impacts, reflecting complex influences on dietary choices.
Taste & Texture ++
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One of the key reasons consumers leave the category is due to poor quality products that have harmed the overall reputation of the category
True Diversity ++
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Limited options in ready meals and snacks, coupled with a sense of monotony in burgers and nuggets, result in decreased consumption
Health ++
Text
The longer you have been consuming plant-based alternatives, the more you are questioning their health credentials…
Let’s delve into the opportunities for future growth
Healt
"Plant-based alternatives are too processed, with unhealty ingredients and artifical taste"
Mimicking
"Plant-based alternatives are not delivering enough sensory enjoymenty, specuially on the texture."
Sustainability
"Plant-based alternatives are as good for the planet as peolple hoped. oo much packeging concerns about process & provenence."
Truly not meat
"Plant-based alternatives mostly fit basic solo adult. All the same experience, lack of excitment. Consumers want more diversity!."
Value for money
"saying 'too expensive' is too simplistic. Plan-based alternatives must offer better value for money to consumers."
Let’s co-create the future
Let’s explore together consumer pain points, their expectations for future innovation,
and how Givaudan can support you in reinventing the consumer plates.
Fabio Campanile
Global head of Science and technology
Our recent study confirmed once again that one primary obstacle hindering consumption currently is texture and taste.
As research and development endeavours progress rapidly, the convergence of emerging technologies has the potential to redefine the production, consumption, and perception of meat alternatives on a global scale.
At Givaudan, we are working to deliver on a comprehensive research programme, dedicated to Meat Analogue animal protein replacement, where we advance on topics such as masking, mouthfeel enhancement, precursor technology, natural colours, clean label micronutrients and delivery systems to unlock this potential, and enable mimicking products based on animal derived
proteins more authentic replication of meat cooking processes.
We are also focusing our efforts on connecting externally, looking at Innovations like 3D printing and Power Heater technology that will introduce novel textures, enhancing overall sensory experiences. Additionally, advancements in biotech, such as mycoproteins and algae cultivation will introduce new tastes and textures, including whole cuts, along with new nutritional profiles. Cellular agriculture stands to revolutionise product design and foster the development of hybrid product concepts. The crucial factors of cost and sustainability, along with effective communication and regulatory compliance, will significantly influence consumer acceptance of these technologie.
