KANSAS CITY – The market for food and beverage products making vegan claims is becoming more crowded as manufacturers seek to capitalize on consumer interest in plant-based food and differentiate. Adding to the interest is the perception vegan is synonymous with sustainability.
Sustainability led Innova Market Insights’ list of consumer trends heading into 2022. Consumer interest in plant-based innovation is Innova’s No. 2 trend, but is linked to interest in sustainability.
“One of the biggest shifts we are seeing is that the health of the planet is now the top concern of consumers,” said Lu Ann Williams, director of global insights for Innova Market Insights, Arnhem, The Netherlands. “Personal health has been the big concern for the past few years, but consumers now tell us that this has been surpassed by global issues. Sustainability is no longer just a Wall Street issue. It might not be the top purchase driver for all consumers, but for many it clinches the deal when it comes to choosing between products.”
New products making vegan claims range from snacks to soups to plant-based seafood alternatives. The spate of innovation gives consumers many more options to consider that fit the vegan lifestyle.