activiteiten zoetstof smaakversterker functioneel voedsel activiteiten zoetstof smaakversterker functioneel voedsel kwaliteit kwaliteit

Consumer Watch: focus on plant-based, the new veggie

Consumer Watch: focus on plant-based, the new veggie


At Consumer Watch, we take a closer look at the main consumer trends in the food sector. In this episode you can read more about the increasing popularity of plant-based products.

The future is for flexitarians

2021 will go down in history books as the year in which plant-based food was finally introduced to the general public. Plant-based products are no longer only bought by vegetarians, but also by consumers who profile themselves as flexitarians.


You can also describe it as the protein transition: Consumers are increasingly depriving their proteins of animal products 

and more often from plant products. It is therefore high time to respond to the exponentially growing consumer demand for protein substitutes and other plant-based products.

"Vegetarians and vegans are mainly guided by moral motives, flexitarians more by health motives."

Why do consumers eat plant-based foods?

Vegetarians and vegans consciously eat less (or no) meat for moral motives. Flexitarians are mainly guided by health motives. The documentary The Game Changers, in which famous athletes such as Lewis Hamilton and Novak Djokovic highlight the benefits of plant-based food, has only amplified the rise of plant-based products.




3 tips to follow about this trend


1.    Do not necessarily consider vegetable products as a substitute for meat and propose them as complete products with their own qualities.

2.    Focus on the two main drivers of the consumer: health and a varied diet. Bring a positive story.

3.     Research on alternative sources of protein such as peas, wheat and rice to deliver quality, reliable products.






Go to news overview