HEALTHY UPDATE


Vending should be ready, as expo reveals plant-based boom


Plant Based World Expo Europe, the largest 100% plant-based trade event in Europe has unveiled future trends and what we can expect from the food industry, marking the beginning of ‘Plant Based 2.0’.


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ong-term growth in the plant-based food industry is being led by the UK, one of the largest markets in Europe and growing by 9.58% and London – officially the most vegan-friendly city in the


world. The event will be held in London on November 15 & 16. The global plant-based food market is predicted soar from £13.6


billion in 2021 to $115.3 billion by 2035, representing a compound annual growth rate (CAGR) of 16.5 percent. And despite hyper growth followed by industry-wide challenges including the inflation rate for food and drink at 13.6 percent in August 2023, Plant Based World Expo is preparing for its biggest show to date, at a larger venue to accommodate a 20% increase in exhibitors and registered visitors. With 43% of gen Z claiming to be cutting meat from their diet


in 2023, and 16% already having done so, a massive 59% of this generation could be meat-free by the end of the year. And so, the plant-based sector continues to innovate with new alternative proteins and textures. From retail to public sector, high street to hospitals, plant-based options are becoming more readily available. Meanwhile, within the industry, lobbying increases for plant-based subsidies to tackle the impact of animal agriculture on climate change.


HIGH-VALUE PLANT-BASED CUSTOMERS While it’s broadly understood shoppers purchasing plant-based products spend 61% more than the average shopper, according to SPINS data, retailers need to provide quality plant-based products and a broader scope of choice for these valuable customers to maximise basket size. The onus will be on getting the balance right, and offering a wide enough selection of quality plant-based products to keep high value customers coming back.


MENU CHOICE AND QUALITY In foodservice, while catering to the needs and demands of the public, we’re seeing choice take centre stage and more restaurants are harnessing the power of plant-based. While it’s no longer an option to have just one plant-based item on the menu, we’re also seeing entire vegan menus dedicated to those making choices based on planetary and human health.


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VEGETABLES WILL REIGN SUPREME We’re already seeing brands such as Symplicity Foods, founded by butcher and chef Neil Rankin, helping chefs, home cooks, caterers and restaurants to reduce their reliance on meat by creating simple and delicious food made with fermented vegetables. We will see this trend continue as more out-of-home dining outlets as well as retailers will seek to offer meat alternatives made from vegetables. Where caterers have less time to prepare vegetables as centre-of-


plate options from scratch, innovative brands that offer cleaner-label solutions can come into play. One such brand exhibiting at Plant Based World Expo is More Foods meat alternative products created using a novel blend of upcycled pumpkin and sunflower seeds to provide an unbelievable texture, taste and feel.


CONSUMER PREFERENCE FOR CLEAN LABELLING AND FLAVOURS While the argument against over-processed foods continues, producers are evolving and many are now making quality, nutritious products for those who turn to them for convenience and affordability. Clean labelling will continue to gain momentum as consumers prioritise flavour and health. Not only do ingredient decks need to be cleaner, manufacturers


must focus on transparency; highlighting which plant-based proteins are used, not just “vegetable protein” but “pumpkin protein” for example. The public will start to understand new foods and proteins from sources beyond the usual meat and soya. To help meet the demands of the clean label-conscious consumer, manufacturers have also ramped up production of natural vegetable flavours using non-GMO approaches.


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