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.
This report comes in PPT.
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.
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.
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.
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