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evolving plant-based market

Evolving, But Far from Stagnant: Opinions from Plant Based World Expo Europe

Written by PBWPulse on . Posted in Event Spotlights, Plant Based World Europe.

The 2024 Plant Based World Expo Europe at ExCeL London offered a snapshot of the dynamic and evolving plant-based market, sparking a range of opinions and insights from attendees. Two industry voices, Mitch Lee of Freedom Food Alliance and Elizabeth Hemphill-Burns of MyPlantverse, shared their reflections, each providing a distinct perspective on the event’s energy, products, and broader implications for the sector.

A Reset for the Plant-Based Movement

Mitch Lee observed a shift in the plant-based industry’s presence at this year’s expo compared to its earlier iterations. While the event felt smaller and quieter, Lee emphasized that this wasn’t a sign of decline but rather a recalibration.

“Gone are the days when it seemed like everyone was here—every big-name UK brand, every up-and-comer,” Lee noted. “The exhibitors present were as passionate and optimistic as ever.”

Lee highlighted the show’s focus on quality over quantity, with standout products including SHICKEN Foods’ lamb skewers and chicken tikka kebabs, which have cut air miles through local sourcing, and Grow with Iris, an award-winning plant-based infant formula.

The evolving market, according to Lee, represents both challenges and opportunities. Industry leaders like Loui Blake pointed to a slowing trajectory in plant-based adoption, paired with increased scrutiny around health claims and competition from alternative food trends like “ancestral eating.”

However, Blake’s takeaway—and Lee’s—is clear: innovation and focus on taste, texture, and experience are key. “This feels like a bit of a reset,” Lee reflected. “The future belongs to brands that double down on what they do best.”

Creativity and Connection

For Elizabeth Hemphill-Burns, the expo was a transformative experience that demonstrated the creativity and professionalism of the plant-based industry.

One of her highlights was the Culinary Theater, where chefs showcased the artistry of plant-based cuisine through live demonstrations. These performances illustrated how plant-based food can inspire and captivate, transforming perceptions from mere sustenance to elevated dining experiences.

Hemphill-Burns also praised the innovation on display. Among her favorites were Jay & Joy’s vegan and organic cheese alternatives, Moonji’s plant-based innovations, and Bar1Brands’ free-from snacks.

Exhibitors raised the bar with meticulously designed booths featuring clear displays of ingredients, pricing, and distribution channels. Interactive elements like live demos added emotional resonance to brand stories, leaving a lasting impression.

A Shared Vision

Both attendees noted the importance of fostering connections and sustaining momentum beyond the expo. Lee emphasized the need for brands to focus on what they do best, while Hemphill-Burns highlighted the value of post-show follow-ups and tech-friendly tools like QR codes for streamlined communication.

Ultimately, the 2024 Plant Based World Expo Europe proved that while the plant-based sector is evolving, it is far from stagnant. Whether through recalibration or innovation, the industry continues to adapt, driven by passionate stakeholders who remain committed to advancing the plant-based movement.

To read Mitch Lee’s full article, visit Freedom Food Alliance. For Elizabeth Hemphill-Burns’ reflections, explore MyPlantverse.

Plant-Based Excellence Awards

Plant-Based Excellence Awards 2024: Let it V Foods Takes Top Honors with Veikon Bacon

Written by PBWPulse on . Posted in Event Spotlights, Plant Based World Europe.

The 2024 Plant-Based Excellence Awards, held during the first day of Plant Based World Expo Europe at ExCeL London, celebrated the finest innovations in the plant-based food industry. Among nearly 200 product submissions across 15 categories, Let it V Foods emerged as the star of the evening, winning Best Meat Alternative and the coveted Best Product of 2024 award for their Veikon Bacon.

The Top Three Winners

Best Product of 2024: Let it V Foods – Veikon Bacon

Based in Barcelona, Let it V Foods has perfected a smoky, crispy plant-based bacon that delivers the satisfying taste and texture of traditional bacon. This win highlights the company’s commitment to quality and innovation. “It’s been two years of adventure,” said CEO Jorge Osés Labadie. “We are aiming to make the best bacon in the world, regardless of whether it’s from plants or pigs. This win is very helpful as we move toward clean label products.”

Second Place: Jay & Joy – Jeanne Alternative to Blue Cheese

Known for its artisanal approach to non-dairy cheese, Jay & Joy’s Jeanne offers a tangy, creamy experience reminiscent of traditional blue cheese. Its standout flavor and texture have made it a favorite among consumers and judges alike.

Third Place: MYOM – Original Oat Milk

MYOM impressed with its Original Oat Milk, a creamy, versatile beverage that prioritizes sustainability and nutrition. With oat milk’s rising popularity, MYOM’s offering stood out for its smooth taste and clean ingredient profile.

Category Winners

In addition to the top three, the awards recognized outstanding products in various categories:

  • Best Alcoholic Beverage: Casa Savoia – Orancio
  • Best Cold Beverage: Goodrays – 30mg CBD Sparkling Drink
  • Best Condiment, Preserve or Ferment: The French Foodie – Original Peanut Spread
  • Best Dairy Alternative Cheese: Jay & Joy – Jeanne Alternative to Blue Cheese
  • Best Dairy Alternative Milk or Yogurt: MYOM – Original Oat
  • Best Deli Product: Rumori Polpetteria – No-Meat-Ball
  • Best Egg Replacement: Le Papondu – The Beaten Papondu
  • Best Fish and Seafood Alternative: Konscious Foods – Classic Smoked Salmon
  • Best Ice Cream or Frozen Dessert: Dairy Den Ltd – Pistachio Gelato Plant-Based
  • Best Innovative Ingredient: Levprot Bioscience – Brazzein
  • Best Ready Meal: The Plant-It Food Co. – Chilli Burrito Bowl
  • Best Savoury Snack: Filbert’s Fine Foods – Japanese Teriyaki Mochi Rice Bite
  • Best Sweet Snack: Dandies – Vegan Marshmallows
  • Best Wholefood Product: Beany Products – Italian Style Bean Bites

Celebrating a Thriving and Diverse Industry

The breadth and diversity of product categories at the Plant-Based Excellence Awards highlight how far the plant-based industry has come in just a few years. When Plant Based World Expo Europe first launched, it would have been unimaginable to fill all these categories with quality contenders, let alone products deserving of excellence awards. 

Today, the competition is fierce, with remarkable offerings spanning indulgent snacks to cutting-edge dairy and meat alternatives. This evolution showcases the industry’s rapid progress and underscores the spirit of friendly competition that drives continual innovation. For food buyers and consumers alike, this dynamic landscape represents an exciting frontier, filled with ever-expanding options that cater to both taste and sustainability.

Each category winner demonstrated a unique combination of innovation, taste, and sustainability. The awards were a highlight of Plant Based World Expo Europe, reinforcing the event’s mission to showcase the best in plant-based food and inspire meaningful change across retail and foodservice sectors.

For more information about the winners and the next Plant Based World Expo Europe, visit Plant Based World Europe.

Plant Based World Expo Europe

Plant Based World Expo Europe 2024: A Triumph of Innovation and Connection in London

Written by PBWPulse on . Posted in Event Spotlights.

Last week, Plant Based World Expo Europe celebrated its 4th annual event at ExCeL London, solidifying its position as the premier 100% plant-based trade show for retail and foodservice professionals. With nearly 3,000 attendees and 151 exhibitors from across the globe, the two-day event demonstrated the growing demand for plant-based innovation and provided a platform for meaningful connections and business opportunities.

A Global Showcase of Plant-Based Pioneers

The exhibit floor brimmed with innovation, showcasing everything from allergy-free tikka kebabs by Shicken to non-dairy cheeses by Green Vie and salmon and caviar by Konscious Foods. Exhibitors from around the world introduced their pioneering products to a captivated audience of retailers, caterers, restauranteurs, and industry leaders. Attendees sampled cutting-edge products such as sliders, sushi rolls, and plant-based desserts, each embodying the spirit of culinary creativity and sustainability.

The international scope of the event was evident in the presence of exhibitors from Brazil, Italy, Germany, Thailand, and beyond, offering buyers a unique opportunity to discover global trends and flavors.

Industry Insights and Networking Opportunities

The Expo’s three educational stages hosted thought leaders and expert speakers who shared valuable insights into key trends, consumer behavior, and the future of plant-based foods. Notable sessions included updates from The Vegetarian Society, which unveiled its new Plant-Based Trademark, and presentations from organizations like GFI, SPINS, and Impossible Foods.

Culinary demonstrations added excitement to the event, with celebrity chefs David and Stephen Flynn of The Happy Pear drawing packed crowds as they whipped up vegan delights such as chocolate mousse. TV chef Rosemary Shrager also attended, showcasing her line of plant-based jams and chutneys.

Meanwhile, the Hosted Buyer Programme facilitated high-level sales meetings between exhibitors and major players like Sainsbury’s, Tesco, Sodexo, and Sysco. These connections underscored the Expo’s ability to drive the plant-based movement forward through meaningful partnerships.

Celebrating Excellence in Plant-Based Products

The first day culminated in the Plant-Based Excellence Awards, which honored the industry’s top innovators across 15 categories. The coveted Best Product of 2024 award went to Let it V Foods for their Veikon Bacon, a smoky and crispy plant-based alternative that wowed judges and attendees alike (stay tuned for a full recap of the award winners!).

A Shared Vision for the Future

Exhibitors and attendees alike lauded the event’s impact on their businesses and the plant-based industry as a whole. “In general, plant-based is becoming better and better in terms of quality, and it’s great to see that represented at Plant Based World,” said Gertjan Kruijk, Owner-Director at Brandplant.

With a record-breaking year and growing momentum, Plant Based World Expo Europe continues to serve as a critical platform for advancing plant-based innovation and fostering collaboration. Next, we look back to New York for the 6th installment of Plant Based World Expo North America, taking place September 24-25, 2025 at the Javits Center. The Europe event returns to ExCeL London on 12-13th November 2025, promising even greater opportunities for the global plant-based community.

meat industry

Plant-Based Meat: Continued Growth in Innovation and Market Penetration

Written by PBWPulse on . Posted in Event Spotlights, Research.

The plant-based meat industry is on a rapid growth trajectory, projected to reach USD 24.77 billion by 2030, with an impressive CAGR of 19.4% from 2024 to 2030. This surge reflects shifting consumer preferences toward vegan and plant-forward diets, driven by health consciousness, animal welfare, and sustainability.

At the recent Plant Based World Expo North America, industry leaders and emerging brands showcased their latest innovations, confirming the category’s high demand and rising standards of taste and texture. Here’s a look at the standout products that made waves on the show floor:

Impossible Foods: Leading the market in innovation, Impossible Foods is bringing plant-based meat to the masses with products that appeal to everyone, not just vegans. Their rebranding emphasizes inclusivity, and the quality of their offerings proves they’re serious about it. At the Expo, Impossible wowed attendees with meatballs in marinara, chicken nuggets, hot dogs, and corn dogs — all noted for their authentic flavor and texture. Ideal for both retail freezer sections and quick-service restaurant menus, Impossible’s product line exemplifies the versatility and mainstream appeal of plant-based meats.

Before the Butcher: Known for its creative approach, Before the Butcher introduced the “BUTCHER STICK,” a spicy plant-based protein stick crafted to meet the growing demand for protein-packed snacks. With convenience at its core, the BUTCHER STICK is well-suited for checkout displays in convenience stores or as an impulse purchase in larger grocery chains. Additionally, Before the Butcher introduced a veggie burger featuring whole-cut vegetables for a hearty, health-forward option that resonates with the clean-label trend.

PAOW: Taking simplicity to new heights, PAOW delivers a soy-based plant protein made with just three ingredients — soy, water, and salt. This versatile protein was sampled in a variety of culinary dishes at the Expo, illustrating its adaptability in both retail and foodservice. Now available through Dot Foods, PAOW’s straightforward ingredient list and easy prep make it an appealing choice for both home cooks and chefs seeking reliable plant-based proteins.

Earth Life Foods: This brand highlighted vegan corn dogs, tapping into a comfort-food category that’s trending among plant-based options. Earth Life’s corn dogs offer a familiar, family-friendly taste that’s catching on with both kids and new customers. With larger brands like Impossible Foods and Morningstar Farms also entering the corn dog space, it’s clear this nostalgic treat is carving out its niche in the plant-based arena.

Gardein: Already a household name, Gardein showcased its upgraded “Ultimate” line of plant-based chicken products, featuring tenders, nuggets, and patties that boast improved taste and texture. The Ultimate line works well in both retail and foodservice settings, delivering a high-quality plant-based chicken experience that rivals traditional products. Alongside Gardein, Conagra’s Birds Eye also exhibited plant-forward options, reflecting the growing popularity of vegetable-based side dishes.

Shicken: Shicken’s plant-based chicken, prepared with soy, wheat, and pea protein, brings an authentic Indian flavor experience. Known for its tender mouthfeel and rich spices, Shicken’s “chunk-style” protein was a hit at the show and demonstrates how global flavors can enhance plant-based meats. This product’s unique appeal highlights the power of fusion flavors to attract diverse consumer segments.

Stay tuned for more highlights from the North America and Europe Expos, where innovation continues to shape the plant-based landscape. 

Ingredients

Plant-Based Ingredients Market Surges Toward $12B: A Key Opportunity for Foodservice and Retail

Written by PBWPulse on . Posted in Ingredients, Research.

The plant-based food ingredients market is poised for significant expansion, with a projected compound annual growth rate (CAGR) of 15.3%, reaching $12.34 billion by 2030, according to a recent market analysis. This robust growth reflects an increasing shift among consumers towards plant-based diets, driven by the rise of flexitarian, vegan, and vegetarian lifestyles, as well as growing concerns over animal welfare and the environmental impact of traditional meat and dairy industries. This expansion not only emphasizes changing consumer values but also highlights the expanding applications and versatility of plant-based ingredients in food production.

One key factor contributing to market growth is the diverse range of plant-based ingredients now available, such as vegetables, fruits, seeds, and roots, which can be used to add functional and technical qualities during food processing, storage, and packaging. The demand for plant-based emulsifiers, in particular, is set to soar. These emulsifiers play crucial roles in processed plant-based foods, including bakery items, beverages, and confectionery, offering benefits such as stabilizing textures, improving shelf-life, and enhancing the overall quality of the product without synthetic additives.

The foodservice industry, including fast-food chains, restaurants, and hotels, has been a major driver in promoting plant-based food ingredient growth. With more outlets offering plant-based alternatives and vegan options, consumers are increasingly exposed to these products, which has been particularly influential among urban and millennial populations. Health-conscious young consumers are now favoring plant-based dairy and meat substitutes, driven by rising awareness of the health benefits and environmental advantages associated with these products. As these ingredients become more common in restaurant and packaged food offerings, they are helping to normalize plant-based options for a wider audience.

The market is also responding to a strong demand for processed and functional foods with “clean” labels, meeting the needs of consumers seeking natural, additive-free options. The plant-based food ingredient market includes players like Archer-Daniels-Midland, Cargill, and Tate & Lyle, all of whom are adopting strategies to enhance their market presence and meet rising demand for plant-based alternatives.

The plant-based food ingredient market’s rapid expansion reflects broader shifts in consumer dietary preferences and environmental priorities. As demand grows for these ingredients in bakery, nutritional supplements, and beverages, the sector is expected to continue innovating, providing more accessible and versatile plant-based options for mainstream consumption. This evolution in plant-based ingredients stands as a critical opportunity for foodservice and retail industries alike to cater to a diversifying consumer base seeking both flavor and sustainability.

Plant Based World Expo Europe

Doors are Open! London Welcomes the Fourth Annual Plant Based World Expo Europe 2024

Written by PBWPulse on . Posted in Event Spotlights, Plant Based World Europe.

Plant Based World Expo Europe opens today at ExCel London, once again turning the city into the epicenter of plant-based innovation. Since its debut in London four years ago, this leading trade show has become a significant milestone for the plant-based movement in Europe, reflecting its extraordinary growth and growing influence on both retail and foodservice. Now in its second year at ExCel London, the Expo provides an impressive platform for industry professionals to connect, discover the latest in plant-based products, and participate in world-class education.

A Showcase of Global Plant-Based Innovation

The exhibit floor at this year’s Plant Based World Expo Europe showcases an exceptional array of plant-based products from every corner of the globe. From Shicken’s Tikka Masala to Cock and Bull’s iconic British-style meat pies, Dandies’ marshmallows to Hullabaloos’ refreshing soft drinks, the floor offers an unparalleled selection across all food and beverage categories. Whether buyers are sourcing for meat substitutes, snacks, or beverages, they’ll find options that cater to today’s evolving consumer demands.

The international pavilions feature a standout collection of offerings from countries like Germany, France, Italy, Spain, Greece, and Brazil, each bringing unique flavors and innovations. These pavilions provide an opportunity for visitors to experience a cross-section of global trends and taste new products firsthand, making it easy for retailers and foodservice operators to source exciting, market-ready items.

Hosted Buyer Programme: Connecting Brands with Industry Leaders

One of the show’s most anticipated features, the Hosted Buyer Programme, enables direct meetings between exhibitors and leading retail and foodservice buyers, including Sainsbury’s, Tesco, Sodexo, and Sysco. These high-level meetings allow brands to connect with decision-makers seeking products that meet the needs of their customers and align with distribution goals. For exhibiting companies, this targeted access to major players in the plant-based market creates valuable connections that can significantly advance their growth.

Education Across Three Stages

Throughout the two-day event, attendees have access to an impressive line-up of educational content across three stages: The Pulse Theatre, Learning Garden, and Culinary Theatre. This year’s headlining session in the Pulse Theatre features a keynote by SPINS CEO Jay Margolis and Joseph Saine, Director of Sales at Impossible Foods, where they’ll dive into current market trends and share insights on consumer purchasing behavior. Covering everything from the latest consumer trends to culinary innovation, these sessions will equip buyers, chefs, and entrepreneurs with the insights needed to succeed in this dynamic sector.

Celebrating Industry Innovation: The Plant-Based Excellence Awards

Debuting this year, the Plant-Based Excellence Awards will recognize outstanding achievements within the plant-based industry. Sponsored by Diverse Fine Food and in partnership with Alternative to Mainstream Media, these awards celebrate excellence in taste, presentation, sustainable packaging, and business potential. Designed to help buyers find the best products for their customers, the awards reflect a commitment to high-quality, sustainable innovation across the plant-based sector. The award ceremony will take place at 4:00 pm on Wednesday, November 13, in the Pulse Theatre.

As Plant Based World Expo Europe 2024 opens its doors, London once again plays host to a transformative event that celebrates the best in plant-based food, supports meaningful business connections, and provides essential insights into the future of food. It is not too late to register! Get on down to ExCel London and taste the excitement for yourself!

Learning Garden

Learning Garden at Plant Based World Expo Europe: Sessions Set to Inspire the Industry

Written by PBWPulse on . Posted in Event Spotlights, Plant Based World Europe.

The Learning Garden at Plant Based World Expo Europe 2024, running from November 13-14 at ExCel London, offers an engaging program designed to guide and inform food industry professionals in retail, foodservice, and production. Covering everything from sustainable food practices to innovative plant-based production techniques, each session delivers insights from industry experts focused on driving the plant-based movement forward. Here’s a look at the first round of sessions:

Day One Sessions, November 13

“Full Stomach, Empty Plate? Sustainable Business When Hunger Fades and Values Must Shine” Kicking off the event, chef and sustainability advocate Anders Nicolajsen will address the unique challenge of engaging consumers when appetite wanes but values endure. Nicolajsen, from the Danish Agriculture & Food Council, will explore how food businesses can continue to appeal to consumers who prioritize quality over quantity, examining the role values play when consumers become more selective.

“Health and Sustainability: Innovations from Xampla in Plant-Based Packaging” Sustainable packaging takes the spotlight with Xampla’s pioneering microencapsulation and Morro™ Edible Film. This session presents Xampla’s 100% biodegradable, plant-derived packaging solution that allows brands to replace single-use plastics while enhancing food product fortification. Attendees will learn how Xampla’s partnerships with brands like Britvic and Gousto offer new sustainable packaging avenues that address today’s urgent environmental needs.

“Revolutionizing Frozen Plant-Based Proteins” In the afternoon, Usue Palomares of Air Products will dive into the impact of cryogenic freezing on plant-based proteins, an innovative approach that improves texture and taste retention compared to traditional freezing methods. By reducing dehydration and drip losses, this session highlights an emerging trend that optimizes product quality and profitability for manufacturers.

“Plant Breeding for Enhanced Plant-Based Proteins” Dr. Alexandra Molitor from KWS SAAT will present on how plant breeding can naturally improve the flavor, texture, and nutritional content of plant-based foods. This session promises a comprehensive look at breeding’s transformative role in plant-based product innovation, enabling producers to elevate the taste and experience of dairy and meat alternatives through scientifically driven improvements.

Day Two Sessions, November 14

“Vegan vs. Plant-Based: Understanding Consumer Perception” With a growing distinction between the terms “vegan” and “plant-based,” this panel led by Joe Hill of One Planet Pizza and Karen Spinner from The Vegan Society explores brand strategies and consumer perceptions. Through sentiment analysis and brand insights, the session will provide guidance on how best to market plant-based products to appeal to a diverse consumer base.

“The Flavorful World of European Oat Drinks” Saskia Hofmann from Novonesis will delve into the unique sensory profiles of oat beverages in Europe, highlighting consumer trends that drive oat-based drink preferences. As oat milk continues to gain traction, understanding these sensory attributes offers companies a pathway to meet growing demand and adapt to consumer tastes.

“Introducing the Plant-Based Trademark” The Vegetarian Society’s Ben Worth will unveil a new trademark for plant-based products, alongside established vegetarian and vegan trademarks. This session will explore consumer perceptions and ISO’s role in defining plant-based food, offering manufacturers guidance on distinguishing their products in the marketplace.

“Innovations in Upcycling with MacIntyre Chocolate Systems” Closing the program, Linda Mather and George Johnston of MacIntyre Chocolate Systems will present a future-focused look at upcycling ingredients using their versatile processing technology. With applications ranging from chocolate production to repurposing brewers’ grain and coffee for diverse uses, this session showcases MacIntyre’s solutions for efficient, sustainable production.

The Learning Garden’s sessions are designed to support and educate food professionals committed to the plant-based movement, offering everything from practical production insights to strategies for navigating consumer demands. 

cheese

Plant-Based Cheese: A Rising Opportunity for Retail and Foodservice Buyers

Written by PBWPulse on . Posted in Research.

The plant-based cheese market is forecasted to grow impressively, with global revenue expected to jump from $187.92 million in 2023 to $332.65 million by 2030, at a compound annual growth rate (CAGR) of 8.5%. This growth reflects broader trends in plant-based eating as more consumers move away from dairy, driven by health concerns, environmental impact awareness, and increased prevalence of lactose intolerance.

Retailers and foodservice providers alike are seeing demand for plant-based cheeses skyrocket, especially among flexitarians and vegans. Products made from nuts, soy, legumes, and oats are increasingly popular due to their diverse textures and flavors, which are now more comparable than ever to traditional dairy cheese. This innovation is key to consumer appeal, as brands cater to buyers looking for high-quality dairy alternatives that complement modern, health-conscious diets.

Two primary drivers are fueling this market surge: health and ethics. The rise in plant-based diets is largely associated with the perceived health benefits, as research links plant-based eating to reduced risks of heart disease and certain cancers. Additionally, ethical considerations—particularly around animal welfare and climate impact—are top of mind for today’s consumer. As buyers become more selective, plant-based cheeses offer a profitable niche that aligns well with demand for transparency and sustainability.

However, challenges remain. The higher price point of vegan cheese, stemming from costly ingredients and specialized production processes, is a barrier for many consumers. Moreover, while brands have made significant strides in flavor and texture, some consumers still find plant-based cheese lacking the authentic taste of dairy cheese. Limited distribution in smaller or culturally dairy-centric regions also slows down growth.

For retailers and foodservice operators, the best opportunities lie in focusing on innovation, accessibility, and partnerships. Collaborations with restaurants, cafes, and other outlets can expose new consumers to plant-based cheese, building demand through familiarity. Expanding into emerging markets, particularly the Asia-Pacific region, where rising disposable incomes and increased lactose intolerance awareness fuel demand, could be highly strategic. In Europe and North America, where demand is strong, differentiating with organic, non-GMO options and clean labeling could provide a competitive advantage.

As the plant-based cheese market expands, now is the time for foodservice providers and retailers to invest in this promising category. By capitalizing on the growing interest in healthier and sustainable food alternatives, brands that emphasize quality, flavor, and ethical sourcing can establish themselves as leaders in this rapidly evolving market.

Read more about the market projections here. And explore trending plant-based dairy products from the recent Plant Based World Expo North America to see which companies are making strides in this rapidly growing category.

marketing

Session Recap: Marketing Strategies for Growing the Plant-Based Food Market

Written by PBWPulse on . Posted in Branding, Event Spotlights.

At Plant Based World Expo 2024 in New York City, a panel of experts gathered to address the marketing challenges and opportunities within the plant-based food industry. Hosted by David Meyer, founder of Food System Innovations, the session included insights from Brian Kateman of the Reducetarian Foundation, marketing strategist Emily Fitch, and Robbie Lockie, co-founder of Plant Based News. Together, they explored how to reach a broader audience by addressing key questions of taste, health, and the evolving identity of plant-based foods in the public mind.

Taste as a Priority

A strong consensus emerged around the importance of taste in marketing plant-based foods. “There is a tradeoff between taste and health,” said Kateman. “If we have to make a choice as a movement, I believe that taste is most important.” This sentiment resonated with the audience as panelists emphasized that in order to broaden the market beyond health-conscious or vegan consumers, plant-based foods must prioritize flavor to be satisfying and competitive.

David Meyer underscored the need for taste-focused marketing efforts, but he also pointed to a perception gap that’s hurting plant-based meats. “With a few exceptions, the taste still needs improvement,” he noted. “For those who aren’t strictly vegan, we have to meet them where they are, with products that deliver an experience comparable to meat.” Meyer’s organization, NECTAR, is conducting blind taste tests to determine how well plant-based meats meet consumer expectations, aiming to better inform product development and marketing strategies.

Reframing the Health Question

A recurring theme was the challenge of communicating health benefits effectively. As Meyer explained, “The question should be ‘Is the product healthier than what it’s replacing?’ Plant-based meats don’t contain cholesterol, antibiotics, or growth hormones, which are common in animal meats. But we need a marketing approach that answers ‘Are they healthier?’ rather than just ‘Are they healthy?’” This nuanced approach could help dispel misconceptions, especially when plant-based meat alternatives are compared to the complex processing that occurs within the animal agriculture system itself.

Meyer suggests that transparency around the differences in processing could reshape consumer perceptions. “If we are going to question the processing of plant-based meats, let’s also question the ‘process’ that turns a soybean into meat through an animal,” he argued. “Consumers would likely prefer the plant-based process, but this argument hasn’t been clearly communicated yet.” The panel agreed that reframing the conversation around processing could offer a more informed perspective to consumers.

Targeted Marketing for Diverse Consumer Needs

Another key point was the opportunity to segment marketing strategies to cater to different consumer motivations. Emily Fitch highlighted the diversity in consumer profiles, emphasizing that brands should leverage these differences. “Some people really care about health and less processed foods, while others just want an indulgent experience,” she noted. By positioning products to meet specific needs, brands can appeal to flexitarians, health enthusiasts, and casual consumers alike. Lockie agreed, calling for a multi-pronged approach that includes brands, advocates, and media channels working in concert.

The Role of Education and Cultural Media

While targeting varied consumer needs, panelists stressed that mass education and media could shift cultural perceptions and support category growth. Lockie suggested investing in culture-shifting media such as films and documentaries, which he described as transformative for his own plant-based journey. “We don’t have the budget the meat industry has, but we have creativity, innovation, and a global movement of millions,” Lockie said, underscoring the impact of media in reaching a wide audience.

As the session concluded, Kateman noted that the plant-based industry still has enormous growth potential and is “in its infancy” when it comes to research and development. By prioritizing taste, addressing health misconceptions, and appealing to diverse consumer motivations, the panelists agreed that the industry has ample room to evolve and reach new audiences.

With these insights, attendees left with a clearer picture of how targeted marketing, cultural education, and product innovation can work together to drive plant-based food adoption for a wider audience. Learn more about NECTAR’s mission here.

International Flavors

Trending Product Category: International Flavors Take Center Stage at Plant Based World Expo

Written by PBWPulse on . Posted in Event Spotlights, Plant Based World North America.

This year’s Plant Based World Expo North America brought the world’s flavors to the Javits Center, with innovative plant-based brands spotlighting cuisines from around the globe. Companies highlighted the powerful potential of international flavors to resonate with consumers seeking both exotic and familiar taste experiences—an area in which plant-based products are thriving. Here’s a look at the top exhibitors leading the charge with globally-inspired offerings:

1. Shicken: Authentic Indian Kebabs from the UK

Shicken’s booth drew in attendees with their flavorful plant-based Shicken Tikka Kebab Skewers, a truly authentic experience crafted by chefs using recipes passed down through generations. The skewers offered a meaty texture infused with bold spices that transport you to a gourmet Indian dining experience. Their UK-made products are also gluten-free, nut-free, and soy-free, adding appeal for consumers with dietary restrictions while providing a high-quality, authentic flavor profile. These skewers would be a great addition to both retail and foodservice menus, tapping into the growing demand for accessible Indian-inspired cuisine.

2. Caribbean Food Delights: Plant-Based Patties Bursting with Flavor

For an unforgettable Caribbean twist, Caribbean Food Delights showcased their popular plant-based patties. These empanada-style, flaky pastry pockets are filled with options like curry and jerk BBQ. A hit among expo attendees, these patties feature jackfruit, known for its versatile texture and nutrient profile, as the meaty base in many of their offerings. Suitable for both the retail frozen aisle and café menus, these patties provide a convenient, globally inspired snack or meal option that requires minimal kitchen preparation, making them ideal for both at-home consumers and foodservice.

3. Konscious Foods: Japanese-Inspired Sushi and Poke Bowls

Konscious Foods, a standout at the expo, wowed attendees with their plant-based sushi options, including onigiri, California rolls, and poke bowls. Founded by Yves Potvin, a pioneer in the plant-based sector, Konscious brings together authentic flavors of Japanese cuisine in convenient, frozen formats ideal for retail. These sushi offerings have set a high bar for taste and convenience, perfectly aligning with current consumer interest in globally inspired and sustainable plant-based seafood. Konscious Foods’ range is particularly attractive for retailers aiming to offer unique, ready-to-eat plant-based options that excite and delight.

4. Cock and Bull: A British Classic Goes Plant-Based

Formerly known as Jampas, Cock and Bull brought British cuisine to the forefront with their plant-based “pork pies.” Chef Richard Fox, a TV personality from the UK, showcased flaky pastry pies filled with a savory, plant-based filling that had attendees curious—and coming back for more. The bold new name and traditional flavors put a fresh spin on a British favorite, appealing to North American consumers’ love for comfort foods with a twist. With its high-quality, chef-prepared approach, Cock and Bull is ready to introduce plant-based British classics to a broader audience.

5. Brioche Gourmet: French Brioche Meets Plant-Based Innovation

Brioche Gourmet, already known for their premium French breads, took the opportunity to highlight their sustainable and plant-based-friendly brioche options. By eliminating palm oil, minimizing production waste, and using eco-friendly packaging, Brioche Gourmet’s offerings cater to the environmentally conscious consumer while maintaining the luxurious texture and taste associated with traditional brioche. As more consumers seek sustainability, Brioche Gourmet’s commitment to responsible sourcing and production makes their bread an appealing choice for both the plant-based and premium markets.

A World of Opportunity

From plant-based sushi to authentic Indian kebabs, this year’s Plant Based World Expo proved that globally inspired flavors resonate strongly in the plant-based market. Each of these exhibitors showcased not only innovative recipes but also how traditional flavors from around the world can be reimagined for plant-based consumers. As demand for international flavors grows, these companies are primed to make a global impact on the way plant-based foods are perceived and enjoyed.

Be sure to register for the upcoming Plant Based World Expo Europe, taking place Nov 13-14 at ExCel London, to taste the trend for yourself.