More than meat: Givaudan expects nutritious plant-forward trend will unleash adventurous innovation

As plant-based meat loses its shine for some consumers, Givaudan’s research reveals rising demand for authenticity, bold and adventurous flavors, and “Truly Not Meat” options for products in this category that offer excitement, nutrition, and sustainability without necessarily trying to imitate meat.

Nutrition Insight sits down with Laurence Minisini, senior consumer and market insights manager at Givaudan, who reveals how consumers are changing views on plant-based meat and how the company is innovating solutions.

“Givaudan conducted a proprietary market and consumer research study with over 3,000 European consumers and 250 industry experts. While the plant-based meat category initially grew due to consumers’ desire to reduce their meat intake, many now feel that the current offer is underperforming.” 

“According to Givaudan’s research, 12% of European consumers have tried plant-based meat and stopped, while 17% continue but have reduced their consumption,” she adds.

Minisini notes that consumers are willing to spend more on products that meet multiple factors — taste, nutrition, sustainability, convenience, and sensory experience. She also notes that concerns about ultra-processed ingredients play a role.

She shares a consumer response: “For the first six months, I was just eating these products, thinking, this is just all plant-based, it’s really healthy. Then I read about the level of additives, sucrose, dextrose… So I have cut back on my plant-based alternatives, and I’ve tried to use raw vegetables more, salad more, trying to use more naturally grown products, and then once in a while having plant-based products.”

Givaudan’s research stresses that plant-based products need to meet a range of consumer expectations to justify their premium.

“There’s a growing appetite for transparency and a stronger connection with food, one that includes enjoyment, self-care, and broader societal benefits. This is where the emerging “Truly Not Meat” trend comes into play.”

Plant-forward innovation

Minisini highlights a shift toward “Truly Not Meat” products where consumers want plant-forward products that are exciting without mimicking meat. Givaudan says this will bring a next wave of innovation, especially appealing to adventurous flexitarians.

Givaudan sees growth in “Truly Not Meat” products—plant-forward foods with bold flavors, clean labels, and real nutritional benefits.“A compelling example is Valyncia, the winning concept from our collaboration with Moonshot Pirates. Developed by three sisters as part of the 2025 ‘Shape the Future’ Challenge, the concept addresses two major concerns: the environmental impact of traditional proteins and the health risks of excess sugar intake.” 

“Using microbial fermentation, they created a sweet-tasting, berry-based protein that doubles as a sugar substitute — sustainable, low-impact, and delicious. It offers an easy and sustainable way to boost protein intake — showcasing exactly the kind of ‘Truly Not Meat’ innovation that resonates with future generations.”

Minisini adds that opportunities in plant-based BBQ are also emerging as consumers see high potential, but there is a mismatch with current products. Variety and impact are lacking, while sensory appeal is a must to win over consumers. 

“Givaudan is responding with solutions that elevate taste and inclusion, delivering the multisensory cues consumers associate with real BBQ. From rich taste to smoky aroma and juicy texture, we’re helping brands bring back the joy of eating plant-based, no compromise needed.”

Spicing up with excitement

Minisini points out that many products fail to mimic meat. Instead, consumers want more excitement, such as pulled “meat,” smoky skewers, or juicy BBQ wings.

Givaudan presents several solutions. Masking technologies remove bitterness in plant-based proteins, while succulence tools mimic meat textures. TasteSolutions Umami enhances savory depth, TasteSolutions Richness recreates slow-cooked flavors, and TasteEssentials enables a layered flavor balance.

“We are also exploring the development of innovative products that integrate Givaudan solutions with next-generation ingredients like mycoproteins, algae, and cellular agriculture. This approach paves the way for exciting new flavors, textures, nutritional benefits, and hybrid formats,” says Minisini.

“Consumers increasingly seek plant-based foods that deliver both indulgent taste and clear nutritional benefits, favoring products that balance flavor innovation with health-conscious formulations. At Givaudan, we work closely with our customers to co-create solutions that meet these evolving expectations.”

Clear nutritional advantages like protein, fiber, fewer additives, and low-calorie options are in greater demand, but Minisini claims that taste and texture prevent broader adoption.

Consumers are cutting back on plant-based meat due to concerns about taste, processing, and value.“In fact, 32% of European consumers are resistant to trying plant-based meat, with the need to put emphasis on the enjoyment and novelty of products, as is common in most other categories.”

Closing consumer expectation gaps

With a growing demand for clean labels and sustainable options, Minisini points to gaps in authenticity and collaboration as focus points to close consumer expectation gaps.

“Consumers are seeking more than just meat-free alternatives — they want transparency and trust. Givaudan’s FlavourVision research identifies “Green for Me” as a key driver: consumers expect natural, minimally processed foods that genuinely support the planet.”

“Our research shows that sustainability matters across all generations, especially to long-term plant-based enthusiasts, vegans, and vegetarians,” Minisini explains. “Yet doubts persist. Consumers question over-packaging, sourcing transparency, and whether plant-based options truly align with their environmental values.” 

She notes that the “meat paradox” — enjoying meat but feeling guilty about environmental impacts — underscores a need for authenticity.

“To rekindle growth in plant-based foods, we must move from hype to substance — delivering taste, nutrition, and sustainability without compromise,” says Minisini. “That requires true collaboration across the value chain.”

Givaudan is increasingly investing in this space with its recently launched Cultured Hub with Migros and the Bühler Group. Combining decades of experience across value chains, the scale-up service seeks to drive innovation in cultivated F&B for better efficiency, environmental impact, and food security.

“Equipped with advanced labs and fermentation and cell culture capabilities, and supported by a wide network of partners, the Cultured Hub empowers start-ups and established companies alike to scale and commercialize sustainable, healthy, and affordable products,” shares Minisini.

To better understand the evolving trends in the plant-based nutrition market, Nutrition Insight previously met with ADM, ACI Group, Ingood by Olga, and Roquette. They shared how to overcome sensory, nutritional, and clean label hurdles. The specialists also examined how trends like flexitarian diets, clean labels, hybrid innovations, anti-obesity medications, and postbiotics influence plant-based space.