Trends to Watch in 2021: Plant-Based Evolves

With 2021 just days away, we’re eagerly looking forward to putting 2020 behind us – and seeing what food and flavor trends will shape the industry. We anticipate some exciting and innovative trends picking up steam in 2021. Some of these trends have inevitably risen out of the pandemic, while others are being influenced by the newest generation of consumers. Over the next few weeks, we’ll continue breaking down the top trends to watch for in 2021. This week we’re focusing on what’s next for plant-based foods.

Food and flavor trends are constantly evolving, and the pandemic has certainly accelerated the growth of some trends – one of them being the plant-based food trend. A rapidly increasing number of consumers were already dabbling with plant-based burgers prior to 2020, but now with health and environmental concerns top of mind, the push for plant-based foods will only increase. But in 2021, this trend will go beyond burgers and see gains with an expanding – and evolving – consumer base.

For decades, plant-based foods were viewed as purely reserved for vegetarians, health nuts, and the lactose-intolerant. Dairy-free milk and veggie burgers had a reputation for tasting not so great, resulting in low consumer interest. But in recent years, as brands have begun to improve the taste and textures of plant-based foods, consumers have slowly been warming up to them. Younger consumers have made health and the environment top priorities, pushing brands to make plant-based alternatives that taste just like – or even better than – their non-vegan favorites. The proliferation of plant-based burgers that claim to taste like the real deal in 2019 reached a wider range of consumers. This ultimately paved the way for 2021’s new, reinvented plant-based market.

Focus on Flexitarian Diets

“Balance” is a major buzzword going into 2021. After a year of unprecedented stress, consumers are seeking to achieve health in ways that are within their control. While the percentage of consumers who identify as vegan or vegetarian is holding steady, flexitarian diets are on the rise as consumers seek to find balance in their diets and consume more foods that they perceive to be healthy. Flexitarians are sometimes vegetarians, sometimes not. They consume meat and dairy, but also plant-based foods. As health continues to dominate headlines and the pandemic continues to invoke stress, we expect that flexitarian diets will rapidly gain steam among consumers – and not just Millennials this time.

The flexitarian diet will give rise to products and menu items that have both plant-based and meat or dairy components. Think bowls with cauliflower rice and chicken, or nachos with plant-based meat crumbles but real dairy-based queso.

Looking Beyond Burgers

With more consumers seeking out plant-based foods, the variety of products they’ll be looking for will continue to expand, creating demand for new vegan alternatives and vegetable-based foods. While just a few years ago, mushroom jerky would not be something a broad base of consumers would ever consider, in 2021, it and products like it, will have a chance to appeal to consumers who are seeking a healthier, more balanced lifestyle. Products featuring chickpeas, seaweed, and seeds, in particular, will likely see substantial growth in the coming months.

Consumers were willing to try a plant-based burger in pre-pandemic times, and they’ll be open to more possibilities in 2021. Meat substitutes will expand to cover more than just burgers and chicken. Expect to see more plant-based seafood, meatballs, pork, and sausage. Just like burgers, in order to succeed, these products will likely claim to taste similar to their animal-based counterparts. The plant-based dairy industry, too, will see an expansion beyond nut-based milks and vegan ice creams. We anticipate that vegan cheese, yogurt, and sour cream will see a major bump in 2021.

Emphasis on Environmental Impact

If you thought Millennials were environmentally conscious, just wait until you meet Gen Z. The newest generation of consumers are beginning to have more spending power – and thus more influence on the market. Sustainability is important to Gen Z, and as they demand more focus on environmental issues, the plant-based industry will respond by calling attention to the potential environmental benefits of consuming less meat and dairy. In 2021, expect to see more plant-based brands touting sustainability.

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