2025, the Third Wave of Plant-Based Eating: What to Expect, What Consumers Want, and How the First,
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Title: 2025, the Third Wave of Plant-Based Eating: What to Expect, What Consumers Want, and How the First,
Featured Channel: Innovation
Type: Scientific & Applied Session
Over the last decade the plant-based sector has transitioned from niche to mainstream, showing a staggering growth of over 30% in the last two years.
Part of this growth was fueled by early adoption of large fast food chains like Burger King showcasing their signature Impossible Whopper (R), and Subway’s partnership with Beyond Meat. Along with the foodservice channel, the retail channel is booming with innovative alternative products such as oat, pea and coconut dairy alternatives and is valued at $4.5 billion and predicted to grow 400 percent each year until 2025. Given these projections, the need to better understand consumer decision-making is essential to engage the next generation of consumers and further evolve the category.
This symposium will reference proprietary Mattson consumer data to articulate the motivation for initial trial, repeat purchase, frequency of purchase, and attributes that drive liking. The data will show the differences between omnivores, flexitarians, vegetarians, vegans, and early adopters in this product space. Mattson predicts that the plant-based space will soon see a Third Wave of evolution, similar to the evolution of coffee driven by transparency and cleaner product labels. In this symposium, we will use this data to predict what this evolution will entail and hear from brands their pathways and solutions towards the next generation of products.
In order to address to the broader consumer base, brands will need to be consistent in innovation to create nutritive, cleaner, and tastier products under stringent guidelines. Novel processing techniques to create functional clean ingredients along with case studies will be presented. This would encompass upstream processing such as use of enzymes to modify functionality and achieve much palatable and hedonically clean ingredients. Technologies of doing so will be presented by Novozymes. The use of technology to keep up with growing demand for novel ingredients and its application into novel products will be addressed in detail by Ripple Foods. The translation of these learnings to wider and novel protein categories such as pulse proteins along with innovative functional ingredients will be discussed by Ingredion. The application of these learnings to new and emerging plant proteins will be imperative in the near future to expedite the learning curve and keep up with the growing diversified demand in the plant-based category.