Tag: Whole Food

Industry Beat: Room for Everyone at the Plant-Based Table

Written by Benjamin Davis on March 11, 2025. Posted in The Industry Beat.

By Benjamin Davis, Content Chair, Plant Based World

The plant-based industry stands at a fascinating crossroads, driven by two distinct but equally important areas of consumer demand. On one hand, we have the “health-first” crowd—consumers who want plant-based products made from whole foods with simple, clean labels. They crave plants that look and taste like plants, prioritizing nutrition and wellness. On the other hand, there’s the “meat-first” crowd—those seeking plant-based alternatives that mimic the taste, texture, and experience of meat. These products appeal to meat eaters making incremental shifts toward plant-based eating for health, ethical, or environmental reasons.

These two fronts represent massive opportunities for growth, but they also highlight a critical challenge: they often seem contradictory. While one group embraces simplicity and natural ingredients, the other champions innovation to create meat-like experiences. So, how can the plant-based movement thrive without alienating either side?

For Brands: Pick and Stick

As a plant-based brand, the key to success is clarity. Who is your customer? Are they looking for a whole-food health experience, or are they seeking a convincing meat alternative? Trying to appeal to both groups with one product often leads to disappointing everyone.

If your target is the health-first consumer, lean into clean labels and ingredient transparency. Create products that highlight the natural goodness of plants—think lentil-based patties, vegetable-forward entrees, or snacks with minimal processing. These products should tell a story of simplicity and wellness, meeting the demand for food that nourishes without compromise.

If your focus is on the meat-first consumer, invest in taste and texture innovation. Use advanced food technologies to create products that wow meat eaters and deliver on the promise of familiarity. The competition in this space is fierce, but the rewards are immense if you can provide a truly satisfying experience. Organizations like NECTAR’s Tasty Awards can help validate whether your product meets the standard for meat lovers.

The bottom line: Choose a side, stick to it, and perfect your offering for your target customer. By being clear about your mission, you can build a loyal customer base and stand out in a crowded marketplace.

For Buyers: Balance

Retailers and restaurants have a different challenge—they need to cater to both groups. The key here is balance: stocking and showcasing products that meet the needs of both health-focused consumers and those looking for meat-like alternatives.

For the meat-first crowd: Carry the best meat alternatives, even if they are processed. Focus on products that deliver on taste and texture, leveraging resources like NECTAR’s findings to ensure you’re choosing items that resonate with meat eaters.

For the health-first crowd: Vet ingredient labels carefully and curate a selection of truly clean-label, whole-food products. Highlight these items in a dedicated section of your shelf or menu to make them easily identifiable.

This dual approach ensures that everyone who walks through your doors—whether they’re committed vegans, curious flexitarians, or skeptical meat eaters—can find something that delights them.

Room for Everyone, as Long as Quality Wins

Ultimately, the plant-based movement doesn’t need to pit these two fronts against each other. There’s room for both health-centric and meat-like products to thrive, as long as the focus remains on quality, taste, and winning repeat customers.

At Plant Based World Expo 2025, you’ll see this spectrum on full display. From brands showcasing whole-food solutions to those pushing the boundaries of meat alternatives, this year’s show will highlight the innovation, creativity, and diversity that define the plant-based industry.

Whether you’re a brand or a buyer, now is the time to level up. Pick your lane, balance your assortment, and join us in shaping the future of food.

The Whole-Food Plant-Based Debate: What It Means for the Plant-Based Food Industry

Written by Benjamin Davis on March 5, 2025. Posted in Ingredients, Trends.

The whole-food plant-based (WFPB) diet is gaining attention for its emphasis on minimally processed, nutrient-dense foods—but it’s also sparking debate within the plant-based movement. While all WFPB diets focus on whole, plant-based ingredients, two different schools of thought have emerged:

1️⃣ The Low-Fat WFPB Diet, which limits or eliminates added oils, nuts, seeds, and high-fat plant foods like avocados.
2️⃣ The Higher-Fat WFPB Diet, which embraces whole food sources of fat and even allows for high-quality oils like extra virgin olive oil.

This discussion, explored in a recent article by Today’s Dietitian, has important implications for the plant-based food industry, particularly in product innovation, marketing, and consumer education. As the industry moves forward, brands must recognize these shifting preferences and find ways to serve both ends of the WFPB spectrum.

The Growing Demand for WFPB Products

With research continuing to highlight the health benefits of plant-based diets—including reduced risks of heart disease, diabetes, and obesity—more consumers are looking for products that align with whole-food, minimally processed nutrition standards.

Consumer demand for WFPB-friendly products is growing as more people seek out foods with clean ingredient lists, recognizable whole-food components, and minimal additives.
The role of dietary fat is evolving, with some consumers embracing high-fat plant foods like nuts, seeds, and avocados, while others actively avoid oils and processed plant fats.
The distinction between “vegan” and “whole-food plant-based” is critical—not all vegan products meet WFPB criteria, meaning brands need to clearly communicate how their products fit into different plant-based lifestyles.

For the plant-based food marketplace, this creates opportunities and challenges. How can brands cater to these evolving preferences while ensuring product appeal and accessibility?

What This Means for Plant-Based Food Brands

Clean Labels & Whole-Food Ingredients Matter: Consumers looking for WFPB-compliant foods are reading labels more carefully than ever.

Highlight whole ingredients like lentils, chickpeas, nuts, seeds, and whole grains.
Reduce additives, preservatives, and highly refined ingredients (e.g., isolated soy protein, artificial flavors).
Clearly label products as WFPB-friendly if they fit within these guidelines.

Rethinking Fats in Product Formulation: The low-fat vs. high-fat WFPB debate means that fat content in plant-based products is under scrutiny.

Some consumers want oil-free products, so offering no-oil versions of plant-based meats, sauces, and snacks can tap into this demand.
Other consumers embrace healthy fats, meaning brands should be clear about their fat sources (avocado oil vs. refined palm oil, for example).
Consider launching multiple SKUs—one for low-fat WFPB followers and another for those who prefer higher-fat plant-based options.

Educating Consumers on Whole-Food Nutrition: The WFPB movement is driven by health-conscious consumers, many of whom are deeply engaged in food education. Brands need to meet these consumers with transparency and nutritional clarity.

Use transparent marketing and packaging to showcase whole-food ingredients and health benefits.
Educate consumers through blogs, social media, and packaging callouts on the benefits of WFPB diets.
Partner with registered dietitians and nutritionists to communicate science-backed health claims.

Implications for Retail and Foodservice Buyers

For retailers and foodservice operators, the rise and nuance of WFPB diets presents a significant opportunity to curate offerings that appeal to health-conscious consumers. Stocking both low-fat and higher-fat WFPB options ensures that stores and menus cater to the full spectrum of plant-based eaters. Retail buyers should look for clean-label, minimally processed products that clearly communicate their ingredients and health benefits, while foodservice operators can experiment with oil-free cooking methods or dishes featuring nutrient-dense whole-food fats like nuts and seeds.

As consumer awareness around whole-food nutrition and ingredient transparency continues to grow, brands that align with these values will gain a competitive edge. Retailers and foodservice buyers who recognize this shift early can position themselves as leaders in the evolving plant-based landscape, offering products that meet the expectations of today’s health-driven shoppers and diners.