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Strategies to create category-winning plant-based meat alternatives

Keep an eye on emerging categories like breakfast products; offer vegan options in meal kits; and consider ingredient blends to stand out in the increasingly crowded plant-based meat alternative category, says market research experts from Frost & Sullivan.

Keep an eye on emerging categories

When it comes to market segmentation, the whole cuts category is one of the fastest growing, while there is also growing demand for breakfast, snacks, and premium products, says Dr Véronique Scordia from Frost & Sullivan’s chemical, material, and nutrition advisory team. In this particular category, where consumers are really looking for meat alternatives, it is all about visual impact. A slice of plant-based bacon needs to look like bacon.

Innovate with ingredient blends

Having a focus on only one protein source is not the way forward, says Dr Smriti Sharma, programme manager at Frost & Sullivan. She stresses the need for suppliers and manufacturers to take a hybrid approach, and to take into consideration both a range of ingredients and processing technologies. A combination of these could lead to more cost-effective, better-tasting and better-looking plant-based products.

Climate change is global; the solution may be local

Climate change is affecting protein sources. This is also something to keep an eye out for, says Sharma. For example, the price of pea protein has risen sharply in recent months. This is another reason why relying on one plant protein source is not the way forward. With this in mind, favouring locally sourced protein could also be a desirable strategy. There is potential here with mycelium, which is sustainable, flexible, and relatively easy to produce.

The future is nuanced (and not all consumers want a meat replica)

The future for plant-based will be broader than just the development of products that look like meat. Many consumers looking for plant-based products because of nutritional and ethical reasons are not interested in products that look like meat.

With this in mind, the targeted end consumer should inform how a product is positioned. While meat eaters might indeed be looking for a plant-based alternative to meat, a vegan consumer will most likely be looking for a product that offers nutrition density. They will not be interested in comparing a product to something else. The market is becoming more stratified and nuanced.

Plant-based will always be different – instead of presenting as a meat alternative, manufacturers could think about developing plant-based products that stand up by themselves. Some brands are working with chefs to come up with exciting new products that are not trying to mimic meat.

Cater to the culinary curious and home-cooking fans

Vegan options in meal kit providers like Hello Fresh are exploding. People interested in cooking are often interested in replacing meat. A meal based around plants, rather than a meat alternative, is one market area for expansion.

Support your claims with sustainable credentials

Consumers are changing. Younger generations increasingly want to know that products are sustainable. More and more manufacturers are putting their carbon footprint on products. This is likely to be a key aspect of plant-based moving forward.