In our Givaudan Plant Attitude dairy research (2021), we found that there is a shift to alternatives sustained by the consumer’s desire for change, with 4 in 10 people reducing their consumption of animal origin”
were major purchase drivers with 59% of people focusing on the health benefits, 46% on ethics, and 34% on novelty and taste. McKinsey’s US Dairy Survey (2022) also highlights that nearly all consumers buy dairy products: 71% buy exclusively dairy, 24% buy dairy and plant-based alternatives, and 5% buy exclusively plant-based alternatives. Givaudan’s FlavourVision® tool found
five core trends driving developments in food and beverages – these are Green for Me, Restorative Care, Stable Connections, Sensorial Renaissance, and Augmented Assistance. Out of these, three are especially relevant: the Green for Me trend focuses on product cost, convenience, quality, and sustainability; the Restorative Care trend is about holistic and bespoke health and wellness solutions; and the Sensorial Renaissance trend illustrates that consumers are looking for immersive, multi- sensory experiences – providing a greater sense of escapism.
What role does Givaudan play in addressing these trends, and how are you contributing to the plant-based product market? At Givaudan, we believe that as an industry, we must all prepare for the future, so we have created an entire network of specialist partners to collaborate and co-create with. Collaboration is crucial to get products to market quickly, address challenges, and
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shape the future of food. Some of the ways we are contributing to the alternative dairy markets are by working closely with insights agencies, such as Synthesis, building long- term partnerships with universities like the University of California, Berkeley (we recently partnered with UC Berkeley on our annual white paper on alternative proteins), engaging with start-ups to help scale up innovations, focusing on new technologies, and accelerating innovation and new product development at our Protein Hubs. With the future being so multi- dimensional, we have focused recently on scenario planning in the Dairy Alternative Futures report. Traditional dairy products and dairy-free alternatives already share shelf space in supermarkets, but this report, with our partner Synthesis, shows that the dairy alternative movement is changing – and we mapped out four scenarios that could play out by 2030 and beyond. Of course, we can’t say precisely what will happen in the future, but one thing we can certainly do is be prepared for these new scenarios. We are focusing on consumer and customer
satisfaction through the co-creation of innovative products with our experts and industry players. The main question is how we help industry players to be ready for the shifting landscape, and that is where some of our solutions come into play.
We have many valuable resources to share. Our network of Protein Hubs and Plant Attitude capabilities provide access to a global ecosystem, which offers state-of-the-art digital technologies, experts in science and technology, applications, taste and flavours, and an integrated portfolio of solutions designed specifically for dairy alternatives. We recently expanded our dairy alternatives capabilities at our flagship Zurich Innovation Hub, where our experts are constantly innovating to provide delicious and nutritious food experiences with dairy alternatives.
Could you share insights into the specific challenges faced by alternative protein producers, such as supply chain bottlenecks, raw material availability, and complex processing issues? Dairy Alternative Futures shows there is a shift in protein consumption, and in 2035, alternative proteins will most likely account for 11% of the protein market. The dairy alternatives market alone is expecting a growth of $40 billion by 2030. With consumers increasingly seeking healthier, more sustainable, and ethical food choices. Climate change and supply chain challenges require flexible strategies for sourcing and transporting raw materials. Sustainability is critical; companies must continue to reduce water, energy, and land
Kennedy’s Confection December/January 2023/24 19
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