New consumers of plant-based alternatives. Keep them in mind

New consumers of plant-based alternatives. Keep them in mind

To begin with, new consumers of plant-based alternatives need to be taken into account, especially since they are neither new nor novices. In other words, the vast majority of them are consumers who come to plant-based out of conviction, not out of curiosity.

They are aware and committed to their own health and to the planet.

Probably, after a more or less fortunate debut, especially in the choice of products and brands, some people, the vast minority, will opt to return to their old eating habits, but the opposite will be true for the vast majority.

According to the first survey of consumers of plant-based alternatives in our country, published in January 2021 by Proveg Spain, around 80% are plant-based eaters, while just over 22% are reducetarians (people in the process of reducing their consumption of meat and/or other animal products). Both the popularity of plant-based products and the increase in demand are unstoppable.

The new real consumers, those who have chosen to eat plant-based alternatives to animal protein, will not only follow the path they have set themselves, but have become real specialists in the search for the product with the highest nutritional quality, with the highest protein content and the best organoleptic qualities, in order to end up choosing the most balanced between the two.

Because the alternative between eating or not eating animal protein has surpassed the expectations of manufacturers and consumers to establish itself as a range of options that continues to grow and, if the range grows, the demand grows and, if the demand grows, so does the market and the companies and, once again, it starts all over again.

The data show manufacturers and companies a golden horizon in which, if they do not take on challenges, high standards of quality and innovation and marketing campaigns designed with surgical precision, thanks to the tools of digitalisation, there is a clear risk of market loss.

According to figures provided by Markets and Markets, this market was valued at $12.1 billion in 2019 and is forecast to grow at an annual rate of around 15%, reaching almost €23,594 million, by 2025.

In order not to miss out on the new food models, which are no longer in the minority and are growing all the time, such as vegetarians, vegans, flexitarians, or simply curious omnivores who start out as reducetarians for the sake of experimentation, the products destined for manufacturing and those produced directly for points of sale have to be excellent.

And it will not be enough, they will also have to look like it, they will have to look attractive, be really appetising and gastronomically versatile, and provide accurate information on ingredients and nutritional values so that consumers integrate them into their diet with the conviction that they are contributing to a nutritional balance that will make their lives healthier and improve the health of the planet.

And they will also tell about it, a plus for marketing campaigns that, digital or not, have learned to take into account this promotional channel capable of moving mountains.

The market is boiling and the sector is demanding quality products because consumers have access to a wide range of products and are becoming more and more rigorous. Molendum Ingredients, a subsidiary of the Dacsa Group, has accepted the challenge and, thanks to a strong and decisive investment in research and technology, provides the food industry with innovative clean label and allergen-free ingredient solutions to meet the most demanding expectations.