There is a need for consumers to have more choice
3 out of 4 Western European adults aged 18 to 44 eat plant-based confectionery sometimes, and half eat plant-based ice cream or biscuits.
While they realise the taste can be different from the regular option (73%) and that it could cost more (59%), they want more choice and excitement in the plant-based category.
Looking at the positioning, from all dairy-restrictive claims - vegan, plant-based, vegetarian, dairy-free, lactose-free - “plant-based” is the most appealing one.
Motivations to eat plant-based sweet treats
During the last couple of years, plant-based has developed across most categories, savoury and sweet. The pandemic has accelerated the quest for a more mindful way of eating, taking into account both health and planet, without compromising on taste... and plant-based products tick all the boxes!
Across chocolate confectionery, bakery-pastry, biscuits and ice cream, the top reasons to consume plant based products are:
- Taste (42%),
- Health (41%),
- Bring diversity (34%)
- Animal welfare (25%) & climate change (24%)
Plant-based chocolate, a category to develop
When it comes to plant-based chocolate, only 46% of Western European consumers are happy with the propositions currently on the market. Six in ten consumers wish more flavours and textures were available.
Source: Barry Callebaut proprietary consumer survey, fielded digitally in November 2021 using Qualtrics. The research was conducted in France, UK, Poland, Germany, Italy, Spain, US, and Australia among 3207 respondents. The survey asked respondents about plant-based indulgence: chocolate confectionery, bakery, pastry, ice-cream and drinks.