Although in recent months the demand for vegetable meats has declined, the sector plant-based It has not stopped growing throughout the world. After the initial runaway boom, the market is stabilizing, looking for its niche. At the same time, there are many countries that already they legislate by setting limits to your terminology, France being the most recent example. The traditional industry applauds these measures, although they could precisely have the opposite effect than expected.
Europe already banned in 2017 use terms like ‘milk’ or vegetable ‘cheese’, and since then there has been a dance of amendments and proposals that try to veer in favor or against terms that, depending on the filter through which they are viewed, confuse or help the consumer. in your food choices.
Also in the United States, several states have passed laws that prohibit the marketing of plant-based products with terms such as ‘meat’, hamburger or hot dog, and something similar has happened in South Africa or Turkey. The position of the meat industry In Spain it is clear about this: plant alternatives have to find their own name.
An opportunity for the vegetable sector
These bans, however, could open a new scenario of opportunities for the vegetable protein sector and the vegetarian and vegan food industry. This is what the association proposes ProVeg Internationala food awareness organization that aims to transform the global food system by reducing the consumption of foods of animal origin by 50% by 2040.
To this end, ProVeg produces extensive reports and surveys of public and market to analyze the situation of the sector, the implementation of products plant-based in various areas and the demands and responses of the consumer in each country. And from his latest study he draws striking conclusions.
According to this report, the most popular fast food chains around the world incorporate more plant-based options into their menus every year, and each time they do so with greater variety. But the ones that have the most acceptance and demand among their customers are, precisely, the dishes that they don’t boast so much about what they are notbut they highlight what they are.
In an interview with the specialized industry media Food Navitagor, Josh Bisigproject director of ProVeg, assures that all these chains still have a lot of room for growth, not only by increasing vegetable options, but with new strategies in your menus that encourage consumers to choose plant-based products. And, most especially, encouraging ‘omnivorous’ or flexitarian consumers.
According to their analysis, the general population, not necessarily vegan or vegetarian, is more inclined to consume vegetable proteins from time to time when terms such as ‘meatless’, ‘vegetable meat’, ‘vegetable meat’ are avoided.merlvza‘, ‘vegan’ or ‘vegetarian’.
“The way of present and design the menu can greatly influence consumers choosing a plant-based option over a meat option,” says Bisig. “That is, someone who does consume meat will be more attracted to a plant-based burger if this option avoids restrictive terms and highlights instead the ingredients, the flavor or the way of preparation.
Furthermore, adds Bisig, the organic integration is another key. An average, omnivorous consumer is more likely to consider choosing a vegan dish on the menu if they are a natural part of it, without relegating them to a separate space, as if it were a special independent niche. Add a small symbol to identify them, like the typical ‘V‘ green, it is more advisable to create a separate section for vegetarians and vegans.
From rejection to natural integration
Supporters of restrictions on meat and dairy terminology denounce that these terms confuse, but the brands and associations that defend them claim that there is no evidence to prove this, and the consumer is perfectly capable of identifying the products they buy. And they appeal to your right to be able to use the name they like, as long as they comply with the legal name on the labeling.
However, it is precisely words and terms such as ‘meatless’, ‘vegetable burger’ or ‘vegan nuggets’ that can cause rejection in the omnivorous population. A vegetarian does not need anyone to convince him to consume these products – beyond his personal taste – but someone who usually eats meat may need a push to encourage him to occasionally opt for the vegan version.
And that incentive, according to reports such as the one presented by ProVeg, may lie in stopping seeing the plant world as something almost hippiesleft-wing or elitist. Because, at the end of the day, what these types of associations pursue is not so much to convert everyone to veganism, but rather to encourage a reduction in global animal consumption.
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Photos | Freepik – ProVeg – rawpixel.com – Jannis Brandt – VeganBaking
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