Has the Plant-Based Category found a Pea-con of Hope?
Jess draws on her experience running multiple projects in this space, knowledge gained from expos and trade shows, research papers, webinars, podcasts, conversations with industry professionals and shopper insights from HRA’s The Taste Collective Consumer Panel to give the definitive take on the state of the Plant-based category.
You must have heard a version of this statement by now, “It’s all doom and gloom for plant-based…” – but it is not a statement I necessarily agree with.
This is a topic I feel personally about. Lactose intolerance, and living in a vegan household, opened my eyes to the plant-based category, even before my professional journey in the FMCG industry begun.
Since then, I have tried to understand this exciting, but somewhat misunderstood category from all angles. Consumers, customers, brands, manufacturers, suppliers, all have their own outlooks, needs, pain-points that should be considered if taking a 360-degree view.
So, the category appears to be struggling. You’ve probably heard the news about AllPlants going into administration recently. Alongside this, Unilever is reportedly considering selling the meat-alternative brand The Vegetarian Butcher, which they acquired back in 2018, due to a diminishing return on investment.
It’s not a good picture that is reported – slowing repeat sales, negative perceptions on taste, fixtures getting smaller, companies going bust, and investors pulling out. Not to mention being a key target for vilification in the current UPF debate.
However, there are some smaller sub-categories, bucking the trend e.g. tofu and tempeh. The growth of which is suggested to be spurred by a rise in consumers looking for more wholesome, clean label products, especially in the meat-alt space.
As we enter what The Grocer has coined “a new dawn for plant-based”, we will see brands and manufacturers looking to reset, refine and reformulate their products. It’s important now more than ever that plant-based products deliver on taste, texture and a perceived clean label.
I believe the future of the category is likely to revolve around the unassuming, yet powerful, split pea. Using split peas as a protein alternative is by no means a new concept. However, we are seeing the use of and demand for pea-protein in UK food & drink manufacturing increasing dramatically.
At HRA we have worked in protein alts, and in particular pea-protein, from a range of different perspectives. We have noticed that, alongside others, some core factors driving this growth of interest in pea are:
1. The wholesome factor: It’s a recognisable, “store cupboard” ingredient that during a time where ingredient lists are being scrutinised more than ever is attractive to the consumer. It also lacks the negative consumer perception that often hovers around soy.
2. The protein factor: It’s naturally high protein content, means that lower volumes are needed in products to reach desired nutritional claims, helping improve the sensory attributes of finished goods. A major plus for brands and manufacturers.
3. The allergen factor: unlike other protein-alts such as soy and wheat, pea offers brands & manufacturers a non-14 allergen solution simplifying production processes and on-pack claims.*
4. The application factor: Different pea species and varying particle sizes significantly influence the sensory experience. This versatility allows peas to be utilised across a wide range of product types and categories, making them particularly appealing for diverse applications.
However, I am by no means saying that pea-protein doesn’t come with its downsides.
From a sensory perspective its often described as “leguminous” and “earthy” in flavour and smell, not desirable for most products striving for the deliciousness factor. Resulting in the need for maskers, which not only costs money, but also adds to the ingredient list. From a supply perspective, a vast majority is coming from non-European origins due to availability and price point, a downside for businesses looking to reach sustainability and provenance credentials.
So, what are our predictions for the future of pea-protein? As demand continues, I expect we will see…
1. Local supply growth: More European & UK suppliers entering the scene, as manufacturers both big and small strive to source more locally where possible. An example of this being, Ingredion & Lantamännen who announced a few weeks back that they are collaborating to invest in a new facility in Sweden, focusing on the production of high-quality pea protein isolates.
2. Innovation in farming & processing: suppliers taking steps towards neutralising the taste and smell to decrease barriers and pain points for brands and manufacturers.
3. Protein alternative blends: pea protein + other protein alternatives blended to create a complete amino profile so that products can better mimic the nutritional content of their animal product-based counterparts.
So, can pea-protein be enhanced as a value chain to save all the category’s woes single-handedly? Of course not. But can it aid the continued push for high quality products that are nutritionally beneficial, sustainably sourced and as equally delicious? I think there is a strong case to suggest so.
There is plenty more to be discussed and unpack on this topic, with this article only touching the surface. So, if you would like to talk about anything I’ve addressed, or are looking for guidance on working in this space, please don’t hesitate to get in touch! Connect & drop me a message or send me an email on jess@hra-global.com.
*It is worth noting, that some studies suggest those with a nut allergy, particularly peanuts, may be at a higher risk of experiencing allergic reaction symptoms when eating other members of the legume family, which includes peas.
