Why food companies are chasing the flexitarian market

Plant-based burger with chunky fires. — Image by © Tim Sandle.

Plant-based proteins are at the forefront of several areas of food and beverage innovation. Much of this relates to material selection, especially plant materials that exhibit versatility in food formulations, functional beverages, bars, snacks, dairy, and meat alternatives. While these ingredients were traditionally the domain in vegan-only products, today they offer additional solutions.

One solution is to aid the diet of so-called ‘flexitarians’ – in other words, people who wish to reduce the amount of meat in their diets. While this half-way measure is not as personally healthy or environmentally impactful as making the transition to vegetarianism, it represents a growing consumer group that food providers need to cater for.

One in four consumers globally now call themselves flexitarians – in effect a flexible or casual vegetarian. With no strict definitions defining their diet, flexitarians typically focus on whole, plant-based proteins, while enjoying meat, dairy, eggs, and fish in moderation.

Flexitarians typically want access to a broader range of food products, and natural and sustainable ingredient listings are important to them, according to a review commissioned by ACI Group. This leads to an interest in products that can replicate the experience of eating traditional meat and dairy products while limiting greenhouse gas emissions.

Plant-based & the environment

According to a recent article in The Guardian, plant-heavy flexitarian diets could help to restrict global heating to the 1.5C target set by the Paris Climate Agreement. To avert the worst impacts of climate change, it is imperative that global warming be limited as much as possible. It is estimated that the meat industry accounts for nearly 60 percent of all greenhouse gases in global food production systems. By reducing global beef consumption by just 20 percent, nations could potentially halve deforestation in the next 30 years.

As one of the six essential nutrients that the human body needs to function, access to quality protein is non-negotiable, for our health and well-being.

Predictions show that by 2027 three out of four alternative proteins will be sourced from plants and vegetal sources. This means that brands and manufacturers will continue the hunt for plant-based protein solutions that offer great formulation stability, and a great taste and texture experience for consumers.

Texture & taste

Historically, high-protein plant-based products often struggled to meet the stringent taste demands of consumers, and while some shoppers are willing to sacrifice taste for their health and wellbeing, most are not. Familiar challenges in plant-based formulations include off and bitter notes in the final product, a ‘woolly’ and brittle texture, and a strong aftertaste.

These issues are solved, ACI Group observes, by utilising masking technology in meat or pairing plant-based ingredients with popular flavour concepts such as vanilla in bars, snacks, and baked goods, resulting in a rounder flavour profile and a more pleasant eating experience for consumers.

To win market share, formulators and new product developers who can replicate the taste and texture of traditional animal products, by simulating the complete experience of the original product will deliver on the culinary expectations of consumers – particularly mouthfeel, chew, and bite.