10 minute read
Plant Based
Good For Profits and The Planet
The plant-based food market is booming. With one-third of Kiwi consumers choosing to actively reduce their meat consumption, the demand for plant-based innovation is growing at a rapid pace. Conscious consumerism and customers’ growing focus on health and wellbeing mean that plantbased options will survive the COVID storm.
THE SALE OF NESTLÉ’S vegetarian and plant-based food products has grown 40 percent. The company revealed this big rise in the meatless trend in its half-year results for 2020. It is thought that the strong growth in the non-meat category was explained by a shift in consumer habits towards cooking at home amid COVID-19 lockdowns and restrictions.
“At the moment people are rediscovering cooking at home,” noted a Nestlé representative. “They are cooking at home and experimenting more and looking at different options to have at home and plant-based is a big element of that.”
The Swiss food giant isn’t alone, in the U.S.A plant-based meat sales were up 264 percent since the pandemic outbreak.
The US meat industry was rocked by the pandemic, with major producers shutting down production, this could go some way in explaining the rapid up-turn of meatless meat sales. The trend, however, began gaining popularity before COVID-19.
For years, plant-based meat alternatives, typically made of vegetables, legumes, and grains, were considered of interest to vegans and vegetarians only. In the past
year, however, substitutes made with plant-based protein have shown up everywhere from fast-food chains to fine-dining restaurants.
Even before the coronavirus, interest in plant-based meat was rising. From late December to early January, sales of plant-based meat were up 30 percent over the same period a year earlier, according to Nielsen data.
Meat sales increased about one percent during that same period. For the first time, plant-based meats are often competitive in price with ground beef.
Consumers were already turning towards plant-based options as a way to combat climate change, either by switching to a vegan diet (cutting out animal products completely) or a flexitarian one (where meat and animal products are consumed less but not cut out entirely).
Environmental concerns are clearly resonating with shoppers, conscious consumerism has been on the rise and customers now expect their favourite brands to actively work to reduce their carbon footprints.
A study undertaken at the end of last year by not-for-profit think tank Food Frontier, vegetarian food manufacturer Life Health Foods and market research agency Colmar Brunton showed that Kiwis have reduced their meat consumption over the past year, with an 18 percent increase in those whose diets were
categorised as flexitarian.
Kiwis seeking to eat less meat named health as the number one reason to do so. The environment, animal welfare, cost and the increasing variety of plant-based options closely followed as the other most important reasons to reduce meat consumption.
What is clear is that plant-based diets, whether that’s flexitarian, vegetarian or vegan, are here to stay. Consumers are hungry for plantbased products for every occasion, and retailers are already capitalising on this.
It’s becoming a way of life for increasing numbers, and this culture shift is set to keep growing.
A recent report by BIS research, a global market intelligence, research, and advisory company which focuses on emerging trends, estimated that the plant-based market will reach $480.43 billion by 2024.
NOW IS THE TIME to jump on board this meatless-gravy-train. Here are the leading trends driving the plant-based food market.
Health
Surprisingly, it is health and not the state of the planet that is driving most consumers towards plant-based products. This switch is being fuelled by numerous reports that describe possible links between processed or red meat and cancers.
Another key driver behind this shift is the positive health benefits that accompany plant-based diets, such as meat-alternatives that are considered high in nutrition, able to assist weight management and promote better overall health.
Brands can appeal to both vegans and non-vegans by placing emphasis on the ‘free-from’ attributes of vegan food and drink products to relay a wider health and wellness message.
Climate Change and Animal Welfare
Climate awareness in one factor driving consumers to switch to a more plant-based diet. People are stepping up to the realities of climate change and now expect their favourite brands to do the same. Similarly, animal welfare is increasing in
importance for many consumers.
Taste
Taste and texture are key factors companies should focus on. Although dramatic improvements have been made with regards to taste, texture and the variety of alternatives available, these factors still remain a major barrier to the consumption of plant-based products for many meat eaters.
Flexitarian Diets
Nestlé has stated that 87 percent of consumers in the US, including vegans and meat-eaters, are including plant-based protein in their diets, and over 50 percent of consumers in the UK are reportedly following a flexitarian diet. These numbers are similarly reflected here in New Zealand. Following such a diet is proving to be a major driver of the rapid growth in the plant-based market.
Major Brands Jumping on the Plant-Based Trend
Key players in the food and beverage industry are becoming increasingly aware of small-scale disruptor brands that are developing innovation in the plant-based market. As a result, these existing companies need to consider their investment strategies for plant-based alternatives to protect their market share.
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Add premium quality fermented goodness to your dishes. Raw probiotic and fermented foods made with all locally grown vegetables and imported herbs & spices. For maximum deliciousness Living Goodness ferment their Kimchi for up to fourteen days and their Krauts for two months. They have six gluten-free flavours including Sassy Sauerkraut with dill, carraway & juniper, Heartbeet with vibrant beetroot & red cabbage, spicy Korean Sum Yum Kimchi, Super Superkraut with seaweed & kale, a fermented Quick Draw coleslaw and the simple but beautiful Naked Kraut.
AVAILABLE NATIONWIDE FROM SPECIALIST FOOD STORES AND PARTICIPATING NEW WORLD, PAK’N SAVE AND FOUR SQUARE SUPERMARKETS. www.livinggoodness.co.nz
While their first products mirror how we currently feed our families - plant-powered versions of traditionally meat minces, patties, balls, Food Nation is quick to highlight that the company is not trying to mimic meat with their products. Their approach is all about delicious convenience that everyone can enjoy.
MADE IN NEW ZEALAND and full of fresh, locally sourced ingredients, Food Nation’s new Magic Mince has been an immediate hit with cafe’s and restaurants. The success is due largely to the fact that these products celebrate plants rather than trying to hide them under the guise of meatless meat. Food Nation’s products are bursting with flavour and jam packed full of plantpowered goodness. Designed to be eaten by omnivores, carnivores, vegans vegetarians and pescatarians this is food for all. At Amino Mantra we love our plants in the buff, just like mother nature made them. A CHEF and a food scientist fell in love and a plant-based patties business was born. Amino Mantra was founded by husband and wife team, chef Pritesh Kajaria and food scientist Dr Trang Duong-Kajaria in order to leave a lighter footprint on the planet. The couple have combined their skills from food manufacturing backgrounds with a passion for nutrition and sustainability.
Amino Mantra’s vegan patties are manufactured in its allergencontrolled facility in Auckland. They are made from fresh organic
By e ating more plants we can do better by our bodies, the environment and our taste buds. It is a winning trend amoung Kiwis who are taking note of their own health and the health of the planet. The Food
Nation philosophy is to make products full of fresh vegetables, mushrooms, legumes, herbs and spices, and pack them together in joyous harmony. Food Nation believes in the benefits that come from consuming a wide variety of plants. Say hello to the mushrooms, with their funny hats, B group vitamins and high levels of selenium. Salute the tiny quinoa seeds full of amino acids and proteins.
Big-headed broccoli brings home the vitamin K and antioxidants, and gnarly ginger and turmeric are already much loved for their immunity boosting properties.
Keeping freshness first and minimising processing, these new products are a celebration of the great vegetables, lentils, beans, seeds, herbs & spices, and are Coeliac New Zealand certified and free from gluten, soy, dairy, tree nuts, peanuts, pea-protein isolates and the rest of the top 11 allergens.
Amino Mantra’s vegan patties are easy to cook within six minutes on a frypan or sandwich press and are a versatile substitute for meat in any dish including salads, pastas, stir-fries, curries, soups, pizza - the only limit is your imagination. Importantly, they taste like vegetables and do not mimic meat.
Amino Mantra offers wholesale packs, menu designing and in-store demos for restaurants and cafes and can deliver nation-wide. Please contact hello@aminomantra.co.nz or 02108771302 for more information. tastes and textures plants offer with all the added benefit of whole food nutrition. Delicious, nutritious and easy to use is the Food Nation motto.
The whole range has been made without including gluten, dairy or soy making it suitable for most menus.
This sounds like it is just the start of a whole new array of innovative new creations from this young Kiwi company so keep an eye out for further innovations by visitingwww. foodnation.co.nz
What’ s New From Food Nation
At Food Nation plants take centre stage. You will find products that are proudly powered by plants - not just plant based; they are jam packed full of fresh ingredients.
Delicious, nutritious, and expeditious. Made in New Zealand with love, this is food for all. Something for everyone to enjoy.
CURRENTLY AVAILABLE:
Magic Minces
A showcase of the vegies involved, these minces are full of fresh ingredients and although the format is designed to work in environments you might have used, they are not “faux” meat. Easy to use and suitable for vegans, vegetarians or flexitarians, this range has no added gluten, soy or dairy. For any products containing hemp, we do include the warning that cereals containing gluten may be present due to cross contamination in the fields. Available in two variants: Mexican Corn & Capsicum and Mushroom &Hemp and three sizes: 300gm, 500gm and 850gm.
LAUNCHING IN SEPTEMBER:
Joining the Food Nation range of New Zealand made, plant-powered possibilities are four exciting new products. Talk about love at first bite. All these patties and balls are jam packed full of fresh ingredients, easy to use and full of delicious goodness you can actually see. All products are suitable for vegans, vegetarians or flexitarians, this range has no added gluten, soy or dairy. For any products containing hemp, we do include the warning that cereals contining gluten may be present due to cross contamination in the fields.
THE NEW PRODUCTS INCLUDE:
Happy Patties in three 400gm variants: Beetroot, Kumara & Kiwi Quinoa, Cauliflower, turmeric & ginger and Broccoli, Pea & Hemp.
Amaze Balls available in 350gm Beetroot, Kumara & Kiwi Quinoa
Stockists include Trents, Gilmours
All Natural & Organic
and Bidfood or contact Buds@
M A D E I N N Z W I T H L O V E
PLANT
POWERED
Suitable for vegans, vegetarians, flexitarians and anyone who loves good food. Available in larger sizes at Gilmours, Trents and Bidfood or contact us at buds@foodnation.co.nz
