March 26, 2018

Trendwatch Ludovic - Plant based food

Trendwatch: Plant based food

We asked Ludovic Depoortere, founder of Haystack, which trends we should be watching out for right now. There are 4 signs that plant based foods/Vegan products are the food hit of the future . Find out more about Ludovic’s views on this food hit of the future in the full video below.

1. Retailers have a “plant based” shelf
Most grocery stores now have entire freezers dedicated to plant-based protein options, from vegan burgers that look, cook, and taste like meat to meat alternatives that mimic chicken strips or crumbled beef. It’s a similar story if you’re looking for protein supplements. It’s no longer a question of finding the only tub of plant based protein powder or a single protein bar — options are so plentiful that it is now a question of which kind of plant based protein you prefer.

2. Vegan is trending on Google
Thanks to growing consumer demand for cleaner, environmentally friendly, and animal-free sources of protein, we have seen an increase in the number of plant based meat substitutes on the market — and apparently, in 2017 there was a 90 percent increase in the amount of Google searches for the word “vegan.” According to some estimates, the plant based meat market is set to reach $5.2 billion by 2020 and could make up one-third of the market by 2050.

3. Unilever Invests in Meatless Steak
It looks like Unilever’s interest in the plant based food space extends beyond just vegan mayonnaise and ice cream. Earlier this year, we learned that they invested in Netherlands-based food project Plant Meat Matters. Their first big project? To create an entirely plant based steak that looks, cooks, and tastes just like meat made using “shear-cell technology,” a technique developed by researchers at the Netherlands’ Wageningen University that “transforms vegetable protein … into a layered, fibrous structure that closely matches the appearance and structure of meat.” Plant Meat Matters hopes to bring their all-vegan steak to both restaurants and home cooks across the globe by 2019.

4 Value-Based Shopping
American consumers (a whopping 87 percent of them) want to buy food from brands that have a positive social and environmental impact, and most are willing to pay more for such products. Consumers are starting to value transparency, not only regarding food ingredients but also about the supply chain and are looking for brands that have an authentic mission and genuinely care about the impact of their products. From a natural resource consumption standpoint, plant-based foods are inherently better for the planet, and most brands in the space are not afraid to wear their values on their sleeves, which makes them even more attractive to consumers.

Want to know more about upcoming trends? Read more here.
Did you know Haystack offers a top notch lecture on food trends?