In Q2 2022, Brightfield Group’s Consumer Insights platform saw a 25% decrease in the percentage of shoppers who purchased plant-based creamer in Q2 2022 and purchased plant-based sausage and fish alternatives fell 17%. Dairy-free yogurt (down 9%), dairy-free cheese (down 8%), hamburger alternatives (down 7%), chicken alternatives (down 6%), dairy-free ice cream Market penetration of creams (down 3%). Only plant-based frozen food and plant-based bacon showed modest increases of 5% and 1%.
Brightfield CEO Bethany Gomez said, “People report using plant-based products because they think they’re better for their health and the planet, but many people are consuming more. I’m seeing that sentiment waning in a group of people who are interviewed monthly.
Despite the second-quarter results, the trend forecast for 2023 shows a positive outlook for the plant-based category. Mintel, a market research agency, has identified four key trends for the coming year, including consumer desire for information.
“Awareness and productivity are the next mental and emotional well-being traits consumers are looking for,” said Rebecca Vella, Mintel’s Food and Drink Insights Director. “Consumers are looking for products that influence cognitive function, foods and beverages that regulate stress levels and optimize brain function. Expect to source brain-boosting ingredients from plants, such as energy ingredients and caffeine (in moderation) development ingredients…but more is needed. The purpose of this research is to focus on B vitamins. “To show consumers that a wide range of natural and functional ingredients hold promise for cognitive health.”
Sophie’s Bionutrients, a sustainable food technology company, has partnered with the Technical University of Denmark to develop a vegan-friendly chlorella ice cream.
A plant-based frozen dessert made with dairy-free chlorella protein concentrate developed by Sophie’s BioNutrients.
“Microalgae are one of the most nutrient-rich and diverse resources on the planet. Today we are showing you another facet of this superfood’s endless possibilities. It’s a dairy- and lactose-free alternative to ice cream that’s better than most dairy-free products available.”
Big companies are adding herbal versions of popular products, such as Bel Group and The Kraft Heinz Co.
Bel Group has added a botanical strain to its Laughing Cow brand. The plant-based laughing cow cheese is certified vegan and aims to replicate the “spread” associated with the brand’s raw dairy products.
After a two-year development process, Kraft Heinz’s Philadelphia cream cheese brand is launching its first-of-its-kind to appeal to his 52% of consumers looking to add more plant-based foods to their daily diet.
