ProVeg International predicts top trends impacting makers of alt-meat and dairy products this year, with actionable tips for capitalizing on them, despite recent setbacks, indicating a promising future for the plant-based sector.
Functional and health-oriented foods – Consumers are increasingly seeking food and drink to optimize nutrition and deliver functional health benefits. Key drivers include health awareness, personalized nutrition, functional ingredients, accessibility to health information, cultural shifts, gut health, weight loss drugs, and increased protein consumption. Companies are developing plant-based and prevision-fermented foods and beverages to address diverse health needs, including gut health, immune system, and energy. Companies are expanding functional-product portfolios, simplifying health claims, and promoting alternative proteins for health-focused consumers.
Less processed products and wholefoods – The trend towards natural and less processed foods, particularly in plant-based products, is driven by growing skepticism of ultra-processed foods, regulatory push for label clarity, health consciousness, and the rise of plant-based eating. Consumers are also focusing on digestive health, equated ‘naturalness’ with eco-friendly practices, and dissatisfaction with processed plant-based products. The alternative protein industry can capitalize on this trend by prioritizing recognisable ingredients, developing wholefood-inspired products, focusing on transparency, simplifying ingredient lists, creating plant-forward products, shifting from protein isolates to less processed concentrates, collaborating with farmers and producers, and educating consumers on alternative proteins.
Innovative ingredients and plant-based aquatic foods – Consumers are increasingly seeking healthier and more sustainable foods, with plant-based aquatic ingredients like seaweed, sea moss, and duckweed leading the way. These ingredients are known for their high iron, magnesium, and fiber content and sustainable sourcing. The trend is driven by health-conscious consumer behavior, demand for sustainable foods, social media popularity, culinary excitement, flexitarian and plant-based diet adoption, appeal of superfoods, and visual and sensory appeal. The alternative protein industry can innovate with these ingredients, offer unique flavor experiences, highlight health benefits, highlight sustainability credentials, create regional or cultural connections, and enhance social media marketing to attract younger, trend-savvy consumers.
Sustainability, traceability, and food tech – In 2025, the sustainability trend is expected to intensify, with consumers placing greater value on eco-friendly food and drink production and demanding transparent sourcing. This heightened awareness will drive acceptance of innovative production methods and a stronger focus on traceability, addressing concerns around food safety and environmental impact. Key drivers include environmental awareness, demand for transparency, adoption of sustainable products, and supply chain disruptions. Advancements in food tech, such as upcycling and precision fermentation, align with sustainability goals and are gaining consumer interest. Opportunities for the alternative protein industry include focusing on zero-waste, upcycled, and alternative ingredients, leveraging storytelling to connect with consumers, preparing for supply chain disruptions, being transparent, diversifying sourcing, addressing consumer concerns about technology, building trust, sharing success stories, engaging in collaboration, promoting traceability through technology, and highlighting the environmental benefits of innovations.
Cultural fusion and tradition reinvented – The trend of reimagining traditional cuisines through innovation and blending global influences is gaining popularity. This trend is driven by increased accessibility to global flavors, cultural exploration, experiential eating, blending heritage with innovation, and a desire for authentic flavors. Consumers value products that offer adventure and cultural authenticity. The alternative protein industry can capitalize on this trend by focusing on cultural storytelling, innovating traditional dishes, blending tradition and modernity, leveraging local ingredients, and offering convenient global snacking. This trend is driven by factors such as international travel, digital media, and multicultural communities.Everyday indulgence – Consumers are shifting their views on indulgence, seeking everyday, convenient, and affordable pleasures. This shift is driven by shifting ideas of indulgence, economic pressures, convenience, emotional wellbeing, a balanced approach to health, premiumisation trends, and cultural shifts in guilt-free indulgence. The alternative protein industry can capitalize on this trend by creating indulgent plant-based versions of comfort foods, highlighting premium ingredients, introducing bold flavors, creating snackable offerings, leveraging emotional messaging, enhancing visual appeal, bridging indulgence with health, diversifying across meal occasions, collaborating with premium and artisanal brands, and positioning plant-based indulgent products as affordable luxury
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