Manufacturers have gotten the message. The use of plant-based claims for global food and beverage launches had a CAGR of 37% over the 2016 to 2020 period, Innova reported. Research in 2020 also indicated that six in ten consumers preferred plant-based claims when buying alternatives to meat and/or dairy.
Another trend Innova is seeing is manufacturers using a wider range of plant proteins like fava bean and hemp, on top of the more traditional rice, bean and potato proteins. Targeting the flexitarian market, the research showed opportunity in plant + animal protein blends. Innova's Consumer Survey indicates that 36% of global consumers would prefer a mix of plant and animal products, while 25% would prefer 100% plant-based options.