Culinology - March 2020 - 34

Vegan claims
As plant-based innovation accelerates, marketers are seeking
points of differentiation in the expanding market
By Keith Nunes
knunes@sosland.com

McDonald's Corp.'s
United Kingdom
business unit rolled
out its first vegan
meal this year.

34 |

hile the number of consumers who
claim to lead a vegan lifestyle has
remained small and steady, the number of
food and beverage products making a vegan
claim has risen. The difference highlights
the changes taking place in the market for
plant-based products and demonstrates how
manufacturers are trying to develop points
of differentiation in the market as it achieves
mainstream status.
The number of consumers identifying as
vegan is less than 1% of the total U.S. population, according to The NPD Group, Chicago.
In their "The future of plant-based snapshot"
report, NPD said consumers identifying as
vegetarian or vegan represent less than 3%

W

Culinology | MARCH 2020

of the population, with 2% identifying as vegetarian and 0.7% identifying as vegan.
Yet data from Mintel's Global New Products
Database shows the number of food and
beverage products making vegan claims from
2015 to 2019 has risen 105% (the research
firm does not disclose specific numbers as
a matter of policy). The top three product
categories making vegan claims were meat
substitutes, meal replacement and other beverages, and snack, cereal and energy bars.
The International Food Information Council
Foundation (IFIC), Washington, predicted that
in 2020 environmental concerns will continue to drive adoption of plant-based diets.
However, consumers' conceptions of plant-



Culinology - March 2020

Table of Contents for the Digital Edition of Culinology - March 2020

Culinology - March 2020
Contents
PRESIDENT’S letter - Beyond the Bench
EMERGING trends - Is fungi-based protein the future of fake meat?
EMERGING trends - New products at the Winter Fancy Food Show
FLAVOR trends - The key trends driving flavor innovation in 2020
MENU trends - Plant based gets real
MEMBER profile - Applying the Midas touch
MARKETING trends - Vegan claims on the upswing
INDUSTRYNEWS - Driving the Future of RCA
INDUSTRYNEWS - Stretching toward leadership and creating your own path
INDUSTRYNEWS - Fuel your inspiration at the RCA Conference
INDUSTRYNEWS - Finding culinary roots
PETITS fours - Emerging trends and innovations at Natural Products Expo East
PETITS fours - New name, new focus for Grocery Manufacturers Association
NEWS bites
AD index
Culinology - March 2020 - Culinology - March 2020
Culinology - March 2020 - Culinology - March 2020
Culinology - March 2020 - 2
Culinology - March 2020 - Contents
Culinology - March 2020 - PRESIDENT’S letter - Beyond the Bench
Culinology - March 2020 - 5
Culinology - March 2020 - EMERGING trends - Is fungi-based protein the future of fake meat?
Culinology - March 2020 - 7
Culinology - March 2020 - EMERGING trends - New products at the Winter Fancy Food Show
Culinology - March 2020 - 9
Culinology - March 2020 - FLAVOR trends - The key trends driving flavor innovation in 2020
Culinology - March 2020 - 11
Culinology - March 2020 - 12
Culinology - March 2020 - 13
Culinology - March 2020 - 14
Culinology - March 2020 - 15
Culinology - March 2020 - 16
Culinology - March 2020 - 17
Culinology - March 2020 - 18
Culinology - March 2020 - MENU trends - Plant based gets real
Culinology - March 2020 - 20
Culinology - March 2020 - 21
Culinology - March 2020 - 22
Culinology - March 2020 - 23
Culinology - March 2020 - 24
Culinology - March 2020 - 25
Culinology - March 2020 - MEMBER profile - Applying the Midas touch
Culinology - March 2020 - 27
Culinology - March 2020 - 28
Culinology - March 2020 - 29
Culinology - March 2020 - 30
Culinology - March 2020 - 31
Culinology - March 2020 - 32
Culinology - March 2020 - 33
Culinology - March 2020 - MARKETING trends - Vegan claims on the upswing
Culinology - March 2020 - 35
Culinology - March 2020 - 36
Culinology - March 2020 - 37
Culinology - March 2020 - INDUSTRYNEWS - Driving the Future of RCA
Culinology - March 2020 - INDUSTRYNEWS - Stretching toward leadership and creating your own path
Culinology - March 2020 - INDUSTRYNEWS - Fuel your inspiration at the RCA Conference
Culinology - March 2020 - INDUSTRYNEWS - Finding culinary roots
Culinology - March 2020 - 42
Culinology - March 2020 - 43
Culinology - March 2020 - PETITS fours - Emerging trends and innovations at Natural Products Expo East
Culinology - March 2020 - 45
Culinology - March 2020 - PETITS fours - New name, new focus for Grocery Manufacturers Association
Culinology - March 2020 - 47
Culinology - March 2020 - NEWS bites
Culinology - March 2020 - 49
Culinology - March 2020 - AD index
Culinology - March 2020 - 51
Culinology - March 2020 - 52
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