The plant-based food market is currently navigating a pivotal phase. While annual sales value in the UK declined by 2.8% between 2022 and 2023 (GFI Europe), recent Kantar data shows a 6.8% growth in value and 3.8% in volume. This fluctuation signals a maturing sector where consumers, particularly flexitarians, are becoming more discerning in their choices.

Flexitarians, who actively reduce meat consumption without completely eliminating it, represent a significant market opportunity. In the UK, 23.4% of the population identifies as flexitarian (AHDB, 2024), driven by health concerns, sustainability priorities, and animal welfare considerations. This group, over six times larger than the vegan and vegetarian segments combined, is the key to unlocking the plant-based market’s full potential.

France, renowned for its culinary excellence, is uniquely positioned to meet the evolving demands of flexitarian consumers. Its producers are not only reimagining traditional recipes with plant-based twists but also pioneering innovative products. The result is in a diverse offering of non-ultra-processed alternatives that prioritise flavour and quality.

Irresistible Plant-Based Flavours à la française

Taste remains paramount for consumers choosing plant-based foods. Biovence serves as a prime example of French commitment to flavour excellence. Well known for its organic pasta brand, Lazzaretti, Biovence was the first to introduce 100% legume pasta in Europe. The company has won acclaim for its quality and taste, including a ‘Best Legume Pasta’ award at the 2016 SANA Fair in Bologna, as judged by a panel of Italian pasta experts.

The French plant-based offering is abundant with diverse products that enhance the culinary experience. Saint Lucie’s range of herbs and spices, with their rich flavours, epitomise France’s diversity of taste, elevating plant-based dishes and bringing out the best in every meal, aligning with flexitarians’ desire for wholesome, natural ingredients.

Sourcing sustainably for flexitarian appeal

Flexitarians often seek out products that are produced with minimal environmental impact and high ethical standards, which are hallmarks of many French organic and sustainable agricultural practices. Additionally, many French producers employ biodynamic farming practices, further strengthening sustainability credentials. France’s renowned food safety standards and stringent organic certifications, such as AB (Agriculture Biologique) and the European organic logo, provide assurance to discerning flexitarians. 

This focus on sustainability is reflected in the effort of various French companies such as LSDH which ensures quality with local oats, almonds, and soy, supporting regional farms and reducing environmental impact.

The French Foodie demonstrates a commitment to quality and ethical standards through its certifications. The company has obtained the EcoCert label, which is recognised for its rigorous standards in organic and sustainable practices. The brand also holds certifications from The Vegan Society and the For Life label, further underlining its dedication to plant-based offerings and fair trade principles.

Eat well, Taste France

The health benefits of clean-label, minimally processed plant-based products are increasingly well-documented. Consequently, consumers are prioritising fewer, more nutritious ingredients in their diets. Agro Sourcing meets this demand by offering a diverse range of high quality organic dried fruits and nuts that are both tasty and responsibly sourced.

Building on this trend, French producers are addressing health concerns by creating nutrient-rich plant-based options. Ocean Kiss exemplifies this with SOLMON®, a smoked salmon alternative made from locally sourced French seaweed and plants. Rich in Omega-3 and a source of protein and fibre, it replicates the flavour and texture of traditional salmon, containing 49% less salt, all while having no impact on marine life. An organic version of SOLMON® is also available, further expanding its appeal.

Join the French Plant-Based Revolution at Plant-Based World Expo Europe 2024

Are you ready to capture the lucrative attention of today’s discerning flexitarian consumers? With a focus on quality, clean-label ingredients, sustainability, and innovative flavours, France stands out as a natural leader to meet the sophisticated demands of today’s consumers in the ever-evolving plant-based market.

Join us at the Taste France Pavilion (stand F13) to experience a diverse array of delicious plant-based options that are not only good for consumers but also kind to the planet.

For more details, browse the Taste France pavilion catalogue or email Ghalia Ramzi: [email protected].