More and more consumers are looking to incorporate more vegetables and plant-based foods into their diets, whether through a “flexitarian” or “reducetarian” diet. Benefits of a more plant-based diet are many, but healthier eating, and in turn a healthier planet, are two at the top of the list. In fact, 60 percent of 25-34 year-olds believe plant-based foods are more nutritious than animal-based foods.
As retailers work to increase the presence of plant-based products in their stores for consumers, plant-based products and meat-alternatives are becoming increasingly competitive on key consumer drivers of taste, price, simple ingredients and convenience. This can create a struggle for stores in deciding which new products to offer to their consumers that will satisfy their quickly changing needs. Here’s a few things to consider as you’re making those choices at your stores:
TASTE: The products must taste great! A company can offer the most advanced plant-based products that are convenient to prepare, with clean and simple ingredients at a good price, but if they don’t taste great, consumers will leave them on the shelf. This is table stakes for any plant-based offering.
SIMPLE INGREDIENTS: According to a 2018 Nielsen Omnibus Survey, 35 percent of consumers frequently or always purchase “cleaner” label foods, and more than half of all of consumers are looking to eat foods with fewer unhealthy ingredients. Many consumers are looking closely at ingredient labels more often and retailers should do the same.
An example of a product with simple ingredients is Bolthouse Farms Wunderoots Carrot Dogs. These carrot dogs feature whole carrots that are infused with herbs and spices and grill up to the flavor and seasoning of a regular hot dog.
CONVENIENCE: With more than 55 percent of consumers eating at home, many are challenged by cooking skills. Growth in the produce category has been focused on value-added products, but most of them have been commodity executions. Offering value-added, plant-based meal starter kits is a great way to provide consumers with the convenience, nutrition and taste they are looking for, while driving sales in the produce category.
Kits that provide simple and quick preparations are a great value for consumers looking for a healthier side dish or starting point for a complete meal. Two lines from Bolthouse Farms Wunderoots™ carrot innovations include Noodled Carrot kits and Riced Carrot kits, both featuring fresh-cut carrots with on-trend sauces in global flavors. The kits are easy and fast to prepare and perfect as a main course as prepared or with the addition of tofu or fish.
For more information on which products to include in your plant-based mix, contact your AWG produce team.
