Everything You Ever Wanted to Know About the Vegan, Plant-based and Dairy-free Trend
Everything You Ever Wanted to Know About the Vegan, Plant-based and Dairy-free Trend
Vegan & Dairy-free are Gaining Momentum
Veganism is globally booming and drives new product development across every food category.
Within Western markets, i.e. North America, Western Europe, and Australasia, milk alternatives and meat substitutes are expected to grow at a CAGR of 6.4% between 2020 and 2025.1
Veganuary is an organization inspiring people to try vegan for January and throughout the rest of the year. Since the event began in 2014 participation worldwide has more than doubled each year. (https://veganuary.com)
Rise of Flexitarians
Once associated with the hippy culture, vegan products have gone mainstream, in part thanks to the rise of planet-conscious flexitarians. Flexitarians follow a plant-based diet most of the time but allow an occasional meat or fish dish.
According to Euromonitor, flexitarians are on the rise, stemming from Gen Z, of whom 52% say that they try to reduce meat and animal-based products in their diets.2.
Brands have a great opportunity to increase their market share among flexitarians: under a third (30%) use a meat or dairy substitute at least weekly.
Dairy-free is Expected to Grow
On top of it, dairy-free products, once only linked to dairy-intolerance or allergies, are making their way into the plant-based aisles.
Vegan, dairy-free, lactose-free, free-from, flexitarian, plant-based… The claims in the plant-based aisles are plenty, but consumers’ motivations to consume plant-based products are the same.
Additionally, dairy-free ice creams are getting a mix-in makeover to satisfy consumers looking for indulgence and multi-sensoriality!
- 1 in 2 US consumers wish there were more exciting dairy-free ice cream with unique mix-ins or inclusions.3
- 31% of US adults who purchase frozen treats want non-dairy varieties to be just as indulgent as dairy-based varieties.4
Are you meeting your customers' expectations?
What is driving the consumers towards plant-based food?
Conscientious vegan or dairy-free consumers are looking for 4 key benefits:
Veganism and the environment: a strong link
1 - Environment
Animal welfare and a lesser climate impact are the key environmental issues that consumers relate to. They take a stand against animal exploitation and look to lower their carbon footprint by avoiding animal products.
2 - Health & Nutrition
15% of consumers globally are concerned about lactose intolerance, prompting them to seek dairy-free alternative protein sources.4 But further than that, consumers who avoid dairy are looking to reduce cholesterol or lower blood pressure for example.
Impossible™ Burger
“We discovered what makes meat taste like meat. Then we figured out how to make meat from plants. Impossible™ Burger is made from plants for people who love ground beef — with the same flavor, aroma and nutrition you know and love. Delicious, nutritious, and all-around better.”
3 - Price
Plant proteins such as pulses, nuts and soy, can offer a cheaper, more affordable protein alternative to meat and dairy.
4 - Taste Exploration
The adventurous consumer can explore new ingredients or different formats. A whole new world of possibilities!
What is happening in the different sweet food categories?
All food categories are impacted by the vegan / dairy-free wave. From ice cream to confectionery, bakery, pastry and snacking; plant-based NPD is a growth opportunity not to miss.
In 2027, the plant-based food market is projected to reach $74.2 billion, growing at a compound annual growth rate of 11.9% from 2020.6
Across all categories, 2 product positionings emerge:
- Better-for-you products, focusing on the goodness of plants
- Indulgent products, that happen to be plant-based
See below some examples of how this trend is taken to the market.
Explore some dairy-free products!
-
Magnum Vegan“100% pleasure: a velvety plant-based product that provides a creamy experience without the need for dairy” -
Enjoy life chocolates and snacksEnjoy life range of chocolates and snacks: “Eat Freely”, “Allergy-friendly” -
Innocent Dairy Free range“is magic on muesli, splendid on cereal and perfect on porridge.” “No more than five ingredients” -
Milkless“Looks and tastes like milk chocolate” -
Plant Kitchen range from Marks & Spencer“Whether you’re going veggie, avoiding meat and dairy, or simply enjoy incorporating more plant-based foods into your diet, our new Plant Kitchen range makes every day delicious.”
Sources
- Euromonitor, 2020
- Euromonitor Health and Nutrition 2020, February 2020
- BC Proprietary study, Qualtrics, 2023
- Mintel, 2023
- Canadean’s global consumer survey, 2014
- Market Opportunity Analysis and Industry Forecasts by Meticulous Research
