Vegan nutrition advances I: Revealing consumer preferences and industry responses

12 Jul 2023 --- With plant-based innovation co-aligning with the rise in veganism, Nutrition Insight delves into consumer demands shaping product developments based on animal alternatives. In this first of our two-part special report on vegan innovation, we speak to Sensus, International Flavors & Fragrances (IFF), Sensient, Activ’Inside and GC Rieber VivoMega, who highlight challenges and solutions in this space.

“Consumers are increasingly aware that a plant-based diet is healthier for themselves and the planet. However, the group that follows a strict and completely vegan diet is still small, as our European consumer survey confirms,” says Jolanda Vermulst, manager of market intelligence at Sensus.

Michael Baumann, global strategic marketing manager at IFF, highlights that the shift toward more vegan-friendly formulations is particularly prominent with hard capsules, softgels, and gummy formats.

Touching on the topic of emissions, Maite Jeanroy, marketing and communication manager, Activ’Inisde, shares: “Research has demonstrated that incorporating plant-based ingredients into products can remarkably reduce food emissions, with potential reductions of up to 73% compared to animal-derived ingredients.”

Moreover, veganism has increased the need for brands to showcase authenticity and transparency and invest in specific certifications, highlights Simon Riise, director of business development, GC Rieber VivoMega. “These items help consumers make informed and intelligent decisions regarding the products they purchase.” 

The EU recently moved to set parameters around the growing eco-label movement, by releasing legislation on green claims to ensure consumers receive “reliable, comparable and verifiable” environmental information on products.

Nandrianina Raboanason, marketing specialist at Sensient Savory Europe, maintains: “The challenge in all cases for the nutrition industry is to maintain taste, mouthfeel and meet the need for vegan labeling while also delivering nutritious food and healthier options that contain less salt, for example.”Baumann of IFF, highlights that the shift toward vegan-friendly formulations is prominent with hard capsules, softgels, and gummy formats.

Differences in generational appetites
Vermulst reflects on Sensus’ consumer insights findings within Europe 2023, from a sample size of 2,500 respondents. “It showed us that more than 60% of the European consumers do not follow a certain diet rule, 25% say they are flexitarian (occasionally meat), 5% vegetarian (no meat or fish) and only 1% say they are vegan (no animal products at all, including eggs and dairy).”

“Millennials and Gen Z are more likely to follow diet rules like a flexitarian and vegetarian diet. Half of the consumers say consuming mainly plant-based alternatives,” she continues.

Meanwhile, Raboanason from Sensient observes the rise of flexitarians – consumers looking for more variety in their diets while eating less meat. “Consumers are increasingly focusing on eating more plants and reducing, not avoiding, animal-based ingredients, while also expecting high-in-protein, clean label and affordability.”

“While the trend for vegan in various forms is rising, taste is still king. For those that venture and try meat analogs, keeping those customers requires manufacturers to create the perfect me-too products that satisfy end consumers’ cravings.”

Factors beyond taste and nutrition
Baumann of IFF highlights that perceived health benefits are not the only reason veganism is attractive. “People are increasingly considering animal welfare and sustainability when deciding what supplements are best for them and their family.”

“However, these same consumers don’t want to miss out on nutritional quality, good tastes or innovative formats to meet their plant-based preferences. This, in turn, has driven the market to develop innovative new solutions to appeal to this discerning customer,” he continues.

Riise of GC Rieber VivoMega says that consumers’ response to veganism depends on the category. “Take, for instance, plant-based meat alternatives. If you are a vegan consumer, companies such as Beyond Meat and Impossible Foods have significantly increased the types of ‘meat’ products available and given more access to the once stagnant market.”

“Yet, it seems that flexitarians and strict carnivores have mixed reactions. However, when it comes to the nutraceutical industry, it seems that people who aren’t vegan often opt for the vegan option knowing that there may be additional certifications, transparency, sustainability or social responsibility claims they also care about.”Vermulst of Sensus spotlights the rising application of chicory root fiber used to create vegan products.

Nutrition products driving vegan innovation
Vermulst of Sensus spotlights the rising application of chicory root fiber used to create vegan products. “Last year, the popular vegan launches with chicory root fiber in Europe were in snack/cereal/energy bars, cold cereals, dietary supplements, chocolate tablets, plant-based drinks, sweet biscuits/cookies, nutritional and meal replacement drinks, plant-based ice cream and chilled desserts.”

Speaking in terms of formats, Baumann of IFF says that hard capsules and softgels are the dominant formats in the vitamins and dietary supplements market. “Traditionally, these formats were made from gelatin, but vegan formulations have been gaining ground.”

“HPMC capsules, for instance, offer more than just a vegan claim. They also provide benefits such as lower moisture content, which is crucial to support the stability of probiotic products. Among the various categories in the market, functional gummies are experiencing the fastest growth.”

Within the food and nutrition intersection, ready meals are more likely to drive innovation in vegan products due to high volumes and manufacturers’ commitments to this sizeable market, according to Raboanason of Sensient.

In Part 2 of this Special Report, Nutrition Insight dives deeper into innovation surrounding vegan collagen boosters and plant-based omega 3 solutions.

By Venya Patel