Consumers worldwide are trying to incorporate more produce into their diets. This includes not only the rise of people embracing vegetarian and vegan lifestyles, but also omnivorous consumers looking for healthier alternatives to foods consumed during meal and snack occasions. Consumers the world over are taking note.
Between the September 2010 to August 2011 and September 2015 to August 2016 periods, there was a 25% increase in vegetarian claims and a 257% rise in vegan claims in global food and drink launches, according to the GNPD. These claims are not only appearing on products in which animal products are intentionally removed but also on products that are naturally vegan or vegetarian, showcasing the power of these claims as marketing opportunities.
Globally, consumers are gravitating toward plant-based foods not only to avoid animal products but also because of their inherent health benefits. This includes “superfoods” such as kale and blueberries.
In the U.K., 55% of adults purposely add vegetables to meals and 24% incorporate superfood ingredients. Thirty-five per cent of Chinese adults between the ages of 20 to 49 eat vegetarian food for health reasons, and 14% seek out offerings with superfood ingredients.
Packing a dense amount of vegetables and fruits into convenient eating and drinking formats is a great way to target consumers motivated by health. Forty-four per cent of Polish adults surveyed prefer to eat vegetables in soups or other dishes rather than on their own, and 24% of them hold the same opinion for fruit. Smoothies, cold-press juices and milk alternatives are another great way for companies to tap into this growing market segment.