Niche Concern or Major Opportunity? The State of Plant-Based Snacking

July 2023

Plant-based has become a key focus for food manufacturers, as consumers consider such products to be healthier, more sustainable, more ethical and more exciting. While there has been a decline in plant-based in some food categories, plant-based snacks show considerable growth potential. This report offers insights as to how plant-based snacks can better target consumers, and the key considerations that should be made for better positioning and market success.

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Key Findings

Snacks with plant-based claims have increased in recent years

Plant-based innovation and claims can now be found in all packaged food categories. Sweet biscuits and savoury snacks were the second and third leading packaged foods categories for plant-based claims globally in 2022. As the number of consumers aiming to limit or eliminate animal consumption grows, industry players must understand how and where consumers are willing to change their habits in order to better shape innovation characteristics.

Vegans and vegetarians snack more regularly than the average consumer

When looking at global respondents, the “big snackers” mostly consider themselves in good health, which supports the efforts of the industry to create healthier snacks. Furthermore, survey data show that vegans and vegetarians snack more regularly than the average consumer. Plant-based is considered as healthier and, as such, growing the plant-based snack offer is in line with consumer lifestyle changes towards health.

Snacking trends are important to consider when developing plant-based products

Brands must focus on understanding the different motivators behind plant-based purchases and snacking in general. The use of claims can help brands to clearly position their products so they align with consumer demand. The key intentions behind consumers choosing plant-based include health and dietary restrictions, sustainability, premiumisation and indulgence.

Plant-based snacks are considered premium, but pricing can unlock new growth

Scope
Niche concern or major opportunity? The state of plant-based snacking
Plant-based: A trend spread across the entire food spectrum and quickly gaining in snacks
Vegans and vegetarians are snacking more between meals than average
“Vegan” established as a leading snack claim in 2022
Plant-based snack innovations overcome slight growth disruption
Regulations and consumer perceptions must be verified before acting on a plant forward claim
Plant-based snacking should align with the essence of general snacking
Plant-based snack claims should align with consumer concerns and demands
Health search can be partially addressed with plant-based formulations and claims
Plant-based also makes snacks accessible to consumers with dietary restrictions
Case study: IQ Bar highlights the indulgence and health pillars behind plant-based snacking
Plant-based is also tackling sustainability and animal welfare concerns
Natural and organic are leading features for the eco-conscious
Chocolate confectionery R&D offer new sustainable possibilities for a debated industry
Plant-based positions as premium, while consumers hope to reduce on dairy
Case study: A bean-to-bar chocolate brand introduces vegan chocolate covered nuts
Indulgent features should not be put aside, despite vegan products’ properties
Ice cream heavily leans into indulgence to promote its products
Case study: Jude’s to transform 50% of portfolio to vegan by 2025, to cut carbon
Plant-based products to tie with clear but multiple key snacks trends to succeed.
Opportunities exist to meet growing plant-based demand across countries
Plant-based claims do not always mean 360° innovation or completely new recipes
Plant-based snacking remains niche but should grow as consumers reflect on their habits
Key takeaways
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