Are you ready for Veganuary?
Veganuary is the new mega-trend. That time when retailers battle to help those consumers taking on the challenge of becoming a vegan for a month by offering them the latest innovations that would tempt even the most die-hard of meat eaters. With a record 582,538 people signed up to Veganuary in 2021 (more than double the number who pledged in 2019) from all corners of the globe, have you made your mark on the plant-based aisle?
Progressing to plant-based
Veganism is big business. Whether it’s consumers only partaking for a month, once a week to cut down on meat or those for whom it’s a full-time lifestyle choice, there is more demand than ever before and growing engagement with what was once considered a niche trend. The Waitrose 2019-20 food and drink report, which surveyed 2000 people in the UK, found that while only 3% of the British population identify as vegan, 21% of people describe themselves as ‘flexitarian’ (eating a vegetarian or vegan diet every now and then) across all ages. 12% of British consumers in a Mintel survey claimed that a vegan diet has become more appealing following the effects of the pandemic so it’s clearly a trend that’s unlikely to go away as consumers switch to plant-based products for health, environmental or animal welfare reasons.
But while they’re happy to lose meat and other animal products, they’re not willing to compromise on anything else. Increasingly shoppers are looking for indulgent plant-based offerings to satisfy their discerning taste buds. The 2020 Eating Better survey found that over the last two years, the number of plant-based ready meals on the UK market has risen from 3% to 16%, with particular gains made throughout the pandemic as the meat-free category in the UK adding £118 million in 2020 [Nielsen 52 w/e 28 November 2020]. With so much growth potential, competition is hotting up, particularly in the own label arena (value growth of 31.1% in 2020). It’s a big task to stand out from the crowd - so how can you improve your chances?
Animal-free, not taste-free
That’s where Steam Infusion comes in. Our technology has been used in a wide range of plant-based ready meals, such as sweet potato curries and tomato sauces to deliver fresher, more authentic flavours and brighter colours. Reformulation to vegan varieties, or just new product development, is made easier with Steam Infusion because conducting trials with this technology closely resembles what happens when trying new recipes in the saucepan, unlike the results when using a steam jacketed vessel.
In addition, processing vegetables and fruit with more traditional processes can lose their natural colours due to long processing times. The speed of the processing with Steam Infusion results in better retention of the natural colours of fruits and vegetables, creating naturally brighter foods without the use of colour enhancers - helping your products stand out on the shelf.
And as with many food trends, the consumer is laser-focused on the nutritional benefits of the food products they’re purchasing. Our research with University of Lincoln found that with potatoes and carrots, our ability to cook much faster with Steam Infusion allowed manufacturers to retain more vitamins and minerals against conventional systems when cooled immediately after cooking, meaning you could benefit from an enhanced nutritional profile on your vegan ready meals.
If you’re looking to launch into the plant-based category, why not partner with us to get your products exactly right. Our development chef can run trials with your recipes and provide helpful advice to ensure that your product flies off the shelf.