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Plant-based is booming
The plant-based boom is a fact, and not just a fad but the future of foods. According to Euromonitor, in categories like Milk, Yoghurt, Ice cream and Ready-made meals, the plant-based alternatives have been growing double digit, taking shelf space from traditional meat and dairy. In Milk, for example, their market share has reached a staggering 12% in just a few years (Western Europe, 2020). With the shelves teeming with plant-based options, it's clear that it's becoming the norm.
Source: Barry Callebaut proprietary consumer survey, fielded digitally in November 2021 using Qualtrics
Driving force behind this? Flexitarians
Consumers increasingly eating plant-based products without completely eliminating meat or dairy (flexitarians) are the ones driving the demand. Their top 3 motivations to eat plant-based are health, taste and variety. And since they don't have to give up on animal-based options, their expectations towards plant-based are very high: delicious taste, exciting variety and appealing positioning are key.
Source: Barry Callebaut proprietary consumer survey, fielded digitally in November 2021 using Qualtrics
Getting ahead of the game with sweet goods
In categories like chocolate confectionery, bakery, biscuits the trend is still emerging but gaining momentum and about to reach the tipping point. A global survey on plant-based indulgence commissioned by Barry Callebaut in November 2021 shows that 60% of consumers aged 18-44 expect each food brand to offer a plant-based option. While only 45% are satisfied with the current offering of plant-based milk chocolate. There is a clear gap - and hence an opportunity - for sweet goods brands to tap into.
Shelf of the future
To celebrate the plant-based boom and explore what Confectionery, Bakery, Biscuits, Ice cream shelves of the future could look like, we are opening our first of its kind Plant Craft Pop-Up store! Created especially for Veganuary, it boasts dozens of indulgent plant-based treats, all ticking the boxes of great taste, variety and relevant claims. Crafted by trendsetting chefs with Barry Callebaut’s Plant Craft range of ingredients from chocolate to fillings to nuts to decorations. Hurry to get inspired from January 10 to February 28, 2022.