Vital component

Research provider GlobalData continues to track the trends among consumers and manufacturers in the food and ingredients market.

In one of its latest reports, it says there are huge opportunities as the ‘food swap’ trend continues. The swaps it says are evident today include carb, dairy, fat and sugar. It also suggests protein is in line for growth and innovation.

The food swap concept is heavily driven by the health and wellness megatrend. Health is one of the top priorities for consumers, with 62% of global consumers often or always influenced by how products impact their health and well-being when choosing food products. Consumers are attracted to food swap concepts that particularly align with their health concerns.

Almost two thirds (61%) of global consumers are often or always influenced by how well products align with time and money constraints when choosing food products. Food swaps can meet this desire by offering more affordable alternatives. For example, replacing traditional protein, such as meat and dairy, with plant-based ingredients can be cheaper, which meets consumer demand for money-saving swaps.

Two fifths (41%) of global consumers are often or always influenced by how ethical, environmentally friendly or socially responsible a product is when choosing food. Livestock farming, overfishing, and unsustainable agriculture and aquaculture are a significant burden on the environment.

Thus, many consumers are willing to make swaps in their typical food consumption to alternatives that have less impact on the Earth.

Comfort is an important feeling when consuming food. Consumers may find the food swap concept helps to maintain their comfort, as they can change some ‘guilty pleasure’ comfort foods to alternatives, rather than cutting them out totally; for example, swapping pasta for spiralised vegetables that mimic the comfort of pasta. Additionally, 64% of global consumers are always or often influenced by how familiar, trustworthy or risk-free a product seems to be when they are choosing food.

Small changes, big impact

Food swapping is about making small changes to consumers’ diets to cut down on calories, and/or foods perceived to be ‘unhealthy’. The concept is used to make health improvements to the everyday diet, but also offers other benefits. These include saving money and improving sustainability, while also maintaining comfort and familiarity in the diet. Exploring consumer trends that are driving food swaps and highlighting alternatives to key food components, including protein, will reveal significant innovation opportunities.

Consumers are swapping meat and dairy for non-animal food ingredients that offer alternative sources of protein, such as nuts, seeds and pulses. The rise of veganism and flexitarianism is driving demand for plant-based meat alternatives. Swapping protein sources from meat and dairy to plant proteins can help to save money, which will appeal to price-conscious consumers, including the younger generation.

Offering protein swaps, particularly from animal-based to plant-based, presents opportunities. Protein swaps have multiple benefits and work for a wide range of consumers, including vegans, vegetarians, flexitarians, money-savers and wellness-seekers.

Consumers are aware of the importance of protein and are keen on finding alternative protein types to traditional meat and dairy sources. They pay attention to their protein consumption; globally, over a quarter (27%) of consumers try to eat as much protein as possible, while 47% try to eat a moderate amount. Interestingly, many global consumers are trying to eat fish and seafood as much as possible for their source of protein (39%), while pulses, beans, nuts and seeds are also popular protein sources.

Consumers are more likely to be trying to cut down on consumption of traditional protein sources like dairy products and red meats. Of particular significance is the 60% of global consumers trying to limit or avoid processed meat due to health concerns.

Many consumers, particularly younger ones, are price-driven, so money-saving protein swaps will appeal to them. Plantbased protein sources, such as pulses, tend to work as cheaper alternatives to meat. Saving money can be a great motivation for protein swaps.

It can particularly appeal to young consumers, who are more price-driven than older groups, with nearly a half of global consumers aged between 18 and 24 saying they are willing to compromise on sensory experiences for a lower price. This consumer trend offers opportunities for food manufacturers to introduce protein sources that are good alternatives to traditional ones.

Good examples

Unlike conventional meat-free burgers made with soy protein and beans, Good Seed burgers, made of ingredients including hempseed, cauliflower and mushrooms, are free from soy and grains.

Each serving resembles a traditional burger, which could be a good introduction for consumers who are new to meat alternatives and flexitarians who are seeking a meaty mouth-feel without meat.

Kaufland’s Take it Veggie smoked organic tofu, from Poland is a private label product and is vegan. Around 4% of consumers aged 18–24 in Poland claimed to be vegan or vegetarian in 2014 but, by 2017, the figure had increased to 6%. A vegan source of protein, tofu is versatile enough to be made into a variety of dishes.

Traditional fish products like fish fingers can tap into the current vegan movement by replacing fish protein with alternatives. Quorn Vegan Fishless Fingers’ savoury ‘fishless fingers’ are made with the brand’s core ingredient, mycoprotein, as well as rice flakes.

Mixed beans and vegetables are now named as “protein blends” in the US. Birds Eye Steamfresh Protein Blends’ frozen meal line features various mixes of beans, vegetables, and whole grains to offer rich protein and nutrients. There are eight varieties featuring different cuisines: Thai, Asian, Tuscan, Hawaiian, Italian, Californian, New Englander and Southwestern.

Implications and actions

There are a variety of things that manufacturers can do to capitalise on the food swap trend:

• Explore a wide range of plant-based ingredients that work for protein swaps and offer protein-based meat substitute products for vegans, vegetarians or flexitarians.
• Offer plant-based, protein-rich products at a reasonable price point, emphasising their affordability in comparison to traditional protein sources, like meat and dairy.
• Develop meat substitutes targeting young consumers that are organic, cruelty-free, or environmentally responsible. Develop plantbased, protein-rich products with positively perceived ingredients such as pulses, nuts and seeds to enhance health appeal.
• Create meat substitute products that resemble real meat products and offer a similar consumption experience to appeal to consumers who want healthier swaps, but are dissatisfied with plant-based foods compared to meat.

Using these techniques, coupled with insights from consumers around the world, can help manufacturers offer healthier alternatives to customers.

Flexitarianism defined

A flexitarian chooses to have a mainly plant-based diet with the occasional addition of meat. The flexitarian approach can be a highly convenient solution for consumers who struggle to commit to a strict vegan or vegetarian diet, yet are concerned about consuming animal products.

An increasing number of consumers following a so-called ‘flexitarian’ diet, particularly in the US and Western Europe.The current flexitarian movement is motivated by a desire to tackle environmental and health issues.
Source: GlobalData