Plant-based products focussing on wholefood ingredients are gaining traction – here’s how you can leverage the trend
The plant-based industry has seen a notable shift in the past year. Consumer preferences increasingly favour foods with ‘cleaner,’ less processed ingredients. This demand has fostered a trend within plant-based: wholefood-inspired products and dishes that focus on more natural ingredients like legumes, grains, and vegetables.
Unlike traditional meat analogues, these wholefood-inspired products embrace their components’ unique flavours and nutritional value rather than trying to mimic meat. As this segment of the meat-free market gains momentum, it appears poised to establish a lasting presence. This article delves into the drivers behind this trend and offers insights into how businesses can harness it.
Why wholefood-based products are thriving
Across Europe, a growing number of consumers are reducing their meat consumption, with 47% citing health as their main motivation.1 Additionally, health-focussed consumers are becoming more discerning about product ingredients and processing levels, favouring options with shorter, more transparent ingredient lists.2 According to Euromonitor’s Voice of the Consumer: Health and Nutrition Survey 2024, 17% of consumers prefer products that contain ingredients they recognise and are familiar with.3 Meanwhile, 34% of consumers in Europe closely read the nutrition labels of food and beverages.4 Concerns about the potential health implications of ultra-processed foods have pushed many to seek out more natural alternatives. Brands are seizing the opportunity to address these concerns by developing plant-based products that emphasise health, transparency, and sustainability.
The evolution of plant-based products
In the initial wave of plant-based innovation, products from Impossible Foods and Beyond Meat gained popularity by replicating the taste and texture of meat. However, sales data suggests consumer interest in some processed meat analogues could be shifting, with Beyond Meat’s revenue, for example, falling by a third in Q2 of 2023.5 Additionally, the media spotlight on ingredients like expeller-pressed canola oil in plant-based meats has raised concerns among health-conscious consumers. This recently led Beyond Meat to switch to avocado oil in their reformulated product line.
Today, new plant-based brands like Actual Veggies and Meati focus on recognisable ingredients and wholefoods. Actual Veggies’ Green Burger, for example, is made from broccoli, kale, yellow onion, and white beans while maintaining a high protein content.6 Similarly, Meati’s Carne Asada Steaks highlight clean ingredients like mushroom root and fruit juice for colour.7 Wholefood-focussed plant-based milks are also gaining traction, with brands like Three Seeds almond milk listing just almonds and water as the ingredients.
Key drivers behind wholefood-inspired products
- Health-conscious consumers: There is a growing interest in nutrition and clean eating among consumers actively seeking nutrient-dense, wholefood products. Meanwhile, more consumers are avoiding UPFs due to their potential health ‘risks’.
- Transparency and clean-label demand: More shoppers want ingredient transparency and minimal processing, prompting brands to adopt ‘clean-label’ strategies.
- Sustainability and environmental concerns: Wholefoods like legumes and grains are perceived as having a smaller carbon footprint than highly processed products (though this is not necessarily always true), making them more appealing to environmentally-conscious consumers.
- Traceability: The emphasis on natural ingredients allows brands to track ingredient origins more effectively, aligning with consumers’ desire for ethical sourcing.
Key players in the wholefood-inspired plant-based market
Several brands are already leading the charge in this area. Better Tempeh produces minimally-processed, flavour-infused tempeh pieces designed for cooking, while Veg’chop offers a bean-and-vegetable-based protein source. Another emerging brand, Simplicity, focuses on fermented vegetable products. These companies are responding to consumer demands for healthier alternatives and showcasing their products as minimally processed and nutrient-dense.
Veg’chop, co-founded by Simon Day, reflects an interesting industry shift. Day, who previously founded the popular meat-replacement brand Squeaky Bean, observed consumer concerns about processed plant-based foods and saw an opportunity to cater to those looking for more natural, minimally processed options. In his words, “The barriers for some were mainly around perceptions of meat mimics as overly processed and less healthy.”8
Innovations and market entrants
Both established companies and emerging players are moving into the wholefood-based space with products catering to consumers’ growing health and sustainability preferences. Tesco recently launched its Root & Soul range, featuring plant-forward ready-meals that prioritise whole ingredients like courgette, lentils, and chickpeas. Positioned as a premium offering, the line caters to consumers interested in incorporating more vegetables, nuts, seeds, and grains into their diets.
“Our diverse selection of plant-led dishes, designed with flexitarians in mind, expands our plant-forward offering, and we can’t wait for consumers to enjoy this great-tasting collection.”
By prioritising vegetables and whole foods, the retailer is responding to the latest customer preferences. In December 2023, it surveyed 2,000 Brits and discovered that 46% consume more vegetables than five years ago. For 47% of respondents, adding more vegetables was a choice driven by health benefits (82%), environmental concerns (25%), and cost savings (22%).10
On the other hand, Beyond Meat recently launched its Beyond Sun Sausage product range, featuring plant-forward ingredients including yellow peas, brown rice, and red lentils. By prioritising flavour over meaty texture, Beyond Meat aims to attract consumers who ‘value health and culinary variety’.
“We’re thrilled to introduce a completely new innovation to the plant-based category with the addition of our wholesome, flavour-forward Beyond Sun Sausage.”
Meanwhile, Bold Bean Co. is expanding its line of protein-rich beans to major retailers, positioning its products as nutritious, wholefood-based foods. The brand has seen great success with its range so far, bringing simple but delicious legumes to the masses. Their new flavoured baked bean range reinvents a classic cupboard staple – the wholefood focus makes it seem cool, healthy, and fresh.
What this means for the plant-based category
As consumer preferences evolve, wholefood-based products are poised to gain traction in the market, with flexitarians, vegetarians, and open-omnivores driving demand.
Market implications
- Evolving price points: Premium wholefood ranges come at a higher cost, reflecting the quality of ingredients. However, traditional vegetables and grains remain a cost-effective option compared to meat analogues, appealing to price-sensitive consumers.
- Impact on meat analogues: The rise of wholefood-based products raises questions about the future of processed plant-based meats. Some companies may explore mixed products that combine wholefoods with plant-based proteins for a balanced approach. Ultimately, at ProVeg, we still think there will always be a place for plant-based meat analogues; many consumers desire foods that replicate their favourite animal-based products. We do, however, think these will become more health-focused and nutritious (they should also be more consistently fortified).
Marketing wholefood-inspired plant-based products
Brands are increasingly positioning wholefood-inspired products around health, sustainability, and taste (the latter is crucial for consumer acceptance12). Clean, simple packaging with transparent ingredient lists appeals to consumers who value health and natural flavours. For example, Tesco’s Root & Soul line lists ingredients rather than traditional dish names, focusing directly on flavour and nutritional content.
To effectively market wholefood-inspired products to flexitarians and open-omnivores, brands can emphasise:
- Clean nutrient profiles: Highlighting natural ingredients and health benefits.
- Versatility: Showcasing multiple use cases, from salads to sandwiches.
- Sustainability messaging: Appealing to consumers’ desire to support environmentally-friendly choices.
- Traceability: Emphasising ingredient traceability.
Future outlook
The shift towards wholefood-inspired plant-based products is likely to continue as health and sustainability priorities grow. Innovations focusing on wholegrains, legumes, and vegetables may set the next wave of plant-based trends, providing an exciting space for brands to create nutrient-rich, sustainable options.
Conclusion: optimise your plant-based sales
The rise of wholefood-inspired products marks a significant evolution in plant-based eating. As consumers seek healthier, ‘cleaner’, and more transparent food options, brands are adapting by embracing the natural appeal of whole ingredients. For food industry stakeholders, aligning with these consumer preferences offers a strategic opportunity to engage an audience increasingly focused on health and sustainability in their plant-based choices.
Actionable insights
ProVeg offers the following actionable insights for businesses looking to leverage the shift toward wholefood-inspired plant-based products:
1. Streamline ingredients for clean labels
Aim to reduce ingredient lists and eliminate complex additives where possible. Highlight recognisable, natural ingredients that consumers can trust and understand, like lentils, chickpeas, and grains. Clean labels reinforce transparency, enhancing brand appeal among health-conscious shoppers.
2. Showcase nutrient density and health benefits
Use product packaging and marketing to communicate nutrient-rich profiles, such as fibre, protein, and essential vitamins, which wholefoods are abundant in. Highlight these health benefits to meet consumer interest in clean eating and balanced nutrition.
3. Develop premium and budget-friendly lines
Given that wholefood-based products can range from premium to budget-friendly, consider creating a tiered product line. This allows you to cater to health-focused consumers seeking premium offerings, as well as price-sensitive shoppers who might be exploring plant-based wholefoods as a cost-effective alternative to meat.
4. Leverage flexitarian interest through multi-functional products
Design products with versatility in mind, suitable for salads, pasta, sandwiches, and more. Flexitarians and open-omnivores are looking for options that fit seamlessly into their current diets, so a single product with multiple uses can drive appeal and boost sales.
5. Market sustainability alongside health
Emphasise the environmental benefits of wholefood ingredients like legumes and grains. Sharing sustainability metrics or certifications can help you connect with environmentally-conscious consumers.
6. Test market responsiveness to mixed products
Experiment with mixed products that blend processed plant-based ingredients with wholefoods for an enhanced nutrient profile. This can cater to consumers seeking ‘meaty’ alternatives that offer a nutritious, wholefood ingredient boost.
7. Innovate with international flavours
Infuse products with global flavours (e.g., Cajun, Mediterranean, or East Asian-inspired options) to attract curious eaters and differentiate from other plant-based options. Unique flavour profiles can increase appeal and versatility across different types of cuisines and dishes.
8. Position products as family-friendly and convenient
Promote the simplicity and convenience of wholefood products, especially for families looking for nutritious meal options. Highlight the ease of incorporating wholefood ingredients into quick recipes and meal prep, meeting demand for both nutrition and convenience. You could add recipe suggestions to packaging directly or via a QR code.
9. Align with gut health trends
As gut health continues to be a consumer priority, consider focusing on ingredients like legumes and fermented vegetables that support gut microbiome health. Products positioned to benefit digestion can appeal to consumers looking for holistic wellness options in the plant-based space.
10. Avoid the terms ‘vegan’ or ‘veggie’
Research shows that using vegan and vegetarian product names and labels can be off-putting for non-vegan consumers. Instead, opt for a V-Label on the back of your product and use a tempting product name that will emphasise your product’s wholefood but tasty nature.
By aligning with these trends, businesses can differentiate themselves in the evolving market and appeal to the growing segment of consumers seeking nutrient-dense, minimally-processed options.
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References
- Evolving appetites: an in-depth look at European attitudes towards plant-based eating (2023) Available at: https://proveg.org/report/evolving-appetites-an-in-depth-look-at-european-attitudes-towards-plant-based-eating/ Accessed: 2024-10-25.
- Whole Foods Market top 10 food trends for 2024 (2024), WholeFoods. Available at: https://media.wholefoodsmarket.com/whole-foods-market-forecasts-top-10-food-trends-for-2024/. Accessed: 2024-09-28.
- UPF free: the next major claim in the food and drink industry, (2024). Euromonitor. Available at: UPF-Free: The Next Major Claim in the Food and Drink Industry – Euromonitor.com. Accessed: 2024-11-04.
- UPF free: the next major claim in the food and drink industry, (2024). Euromonitor. Available at: UPF-Free: The Next Major Claim in the Food and Drink Industry – Euromonitor.com. Accessed: 2024-11-04.
- Troubled Beyond Meat reduced 2023 outlook, (2023). Food Dive. Available at: https://www.fooddive.com/news/troubled-beyond-meat-reduces-2023-outlook-revenues-plummet-almost/690221/. Accessed: 2024-10-30.
- Super Greens Burger, (2024). Available at: https://actualveggies.com/products/copy-of-the-actual-green-burger-4-pack. Accessed: 2024-10-31.
- Eat Meati Carne Asada Steak. (2024). Available at: https://www.instacart.com/products/29191181-carne-asada-steak-8-8-oz#:~:text=Meati%20Steak%20(Mushroom%20Root%2C%20Salt,Flavors%2C%20Extractives%20of%20Paprika). Accessed: 2024-10-31.
- Is plant-based meat set to be replaced, (2024). Plant based world pulse. Available at: https://plantbasedworldpulse.com/is-plant-based-meat-set-to-be-replaced-with-whole-food-centric-alternatives/. Accessed 2024-10-30.
- Tesco plant led range (2024). Grocery Gazette. Available at: https://www.grocerygazette.co.uk/2024/05/13/tesco-plant-led-range/ Accessed 2024-10-30.
- Brits shelves New Year’s resolutions. (2024) Tesco. https://www.tescoplc.com/brits-shelve-new-year-s-resolutions-today-but-are-committed-to-eating-veg-all-year-round/ Accessed 2024-10-30.
- Beyond Meat Debuts New Product Innovation, Beyond Sun Sausage™, (2024) Available at: https://investors.beyondmeat.com/news-releases/news-release-details/beyond-meat-debuts-new-product-innovation-beyond-sun-sausagetm Accessed 2024-10-30.
- Evolving appetites: an in-depth look at European attitudes towards plant-based eating (2023) Available at: https://proveg.org/report/evolving-appetites-an-in-depth-look-at-european-attitudes-towards-plant-based-eating/ Accessed: 2024-10-25.
