“Unmet needs” in plant-based substitutes include taste, texture, and quality.
There are unmet needs for taste, texture, and quality in plant-based meat and dairy substitutes, according to research that will be presented on March 10 at the Natural Product Expo West trade show. The Plant Based Foods Association and 84.51°, a division of The Kroger Co., collaborated on the study, which also revealed plant-based cheese as a category with specific problems.
According to Shannon Weis, lead insights consultant for 84.51°, Cincinnati, “poor taste, texture, and quality are the primary pain points for consumers of plant-based foods through this research.”
In order to discuss unmet requirements in the categories, 81 individuals who were behaviorally classified as plant-based buyers of meat, milk, and cheese in the previous six months engaged in 60-minute online talks. Participants ranged in age from 25 to 64, with 78% of them being female. They were found to be more likely to be plant-based eaters and to be the principal grocery buyers in their households.
“People want to see the health benefits in these options, and the research came out pretty strongly that taste is an opportunity area,” Ms. Weis stated. People’s desire for healthier options and reduced salt content was a major trend we observed in relation to flavor and health. However, it must taste well.
The fact that different age groups can anticipate distinct flavor experiences could present further difficulties for product makers.
“The data indicates that younger consumers prefer plant-based foods that don’t taste like animal products, while older consumers prefer products that taste and are used in similar ways as animal-based products.”
The investigation also found that clean label was an unmet demand.
People are drawn to fewer, healthier, and more nutrient-dense components, according to the findings, Ms. Weis said. “The more mature groups discussed wanting less processed food in terms of health.”
“Filler” and “artificial ingredient” were among the categories of substances mentioned in the talks, according to Ms. Weis.
“To support a healthier lifestyle, consumers want plant-based foods to be cleaner,” the spokesperson stated. “This study identified three primary pain points, one of which was that.”
The statement, “I dislike that even though plant-based options are healthier… there are still hidden unhealthy ingredients that people are not aware of,” was specifically agreed upon by 54% of research participants.
One such category that was found to have significant unmet demands was plant-based cheese. The statement, “I wish there was a better plant-based cheese alternative that tasted like regular cheese, melted well, and didn’t have a grainy texture,” was agreed upon by 73% of research participants.
Ms. Weis suggested that businesses use this data as a chance to pinpoint areas that need development.
“A business must start with its strengths,” the speaker stated. “My recommendation is to go deeply into the market you serve, try to understand customers by asking more detailed questions, and give them the freedom to answer in whatever way they feel fit.
You may also like:
Food security in emerging nations: issues and remedies
Are drinks the secret to increasing cannabis use among consumers?
Managing the lack of labour for mushroom picking
What appeals to them? What is it that they don’t like? What qualities do consumers in your categories want to see in plant-based foods? How can those points of pain be resolved? Which choices are you able to begin working on? Examine those key areas in more detail and rank the qualities that matter most to plant-based customers.
Ms. Weis gave the example that convenience was another demand that was not satisfied.
“How about more convenient on-the-go options?” said she. What about options that are simpler to prepare? Provide customers with solutions and serve as an inspiration.