YODLers have had a lot to say when it comes to plant-based foods, and recent discussions on YODL have received record views and comments. We invited CFIN members to participate in a virtual roundtable to hear more on the issue.
Participants
Q: Should plant-based foods be sold alongside vegan products, meat products, with fresh produce, or in a separate area?
Sophie Beauchemin: The product needs to be where the customer will find them. So, depending on which customer you are looking to sell to, the product should be in that area. If it can, it should be in both areas. Personally, I wish to find all plant-based products in a plant-based section, which is much easier to find.
James Street: I feel that the plant-based meat category needs its own area. Adjacent perhaps, but distinct. Retail has had success identifying space for gluten free and local. It is very dynamic – retailers would benefit from taking a longer view and recognize that consumer adoption needs some time – dedicate some space to help customers become familiar and then begin adjusting based on sales. I recognize space is limited (I built and ran my own grocery store) but expectations need to be realistic – we are still a ways from figuring this out, adoption rates are still low. Vegetarians and vegans are unlikely to explore the meat section to find a plant-based alternative – why force them to do it? Space is ultimately given to those brands and products that generate sales, which further compounds the risks with new, plant-based products. As we see overall adoption increase, stores will be happy to dedicate more space and effort. It’s a classic chicken and egg scenario which suggests an ebb and flow dynamic as stores/brands make an investment in space, contract a bit and reposition based on the learnings, then invest again, learn and adjust. Jumping to a predetermined “plan-o-gram” that instantly boosts sales is unrealistic. This is still a long game. We need to spend more time experimenting and analyzing consumer behavior before they get to the till.
Q: How does the end user affect product development, distribution, retail location?
Sophie Beauchemin: It affects everything.
Lavina Gully: Understanding the need states of the end user will help to create a clear and strategic product brief that zeroes in on the right positioning. Prioritize what is most meaningful and what your research shows will drive purchase intent. Be mindful of building too many features into a product and over-engineering it – you can’t be everything to everyone. Consumers may initially be tempted by claims, but if the product doesn’t taste good, they won’t repurchase.
James Street: The end user is a stage that is often explored last. The industries (manufacturing and retail) need to share intel more about how people shop. Asking someone at the door or in the aisle if they prefer this or that is a waste of time. Sales data and the mapping of shopping patterns tell a clearer story. Asking the end user how they use the product is also important. Is the plant-based Italian sausage being sliced on a pizza and subjected to dry 400-degree heat, or is it “crumbled” into a pasta sauce and simmered for a couple hours. The use of the product demands the attributes of the functionality and if the product doesn’t function and taste well during the end users cooking it doesn’t get purchased again.
Q: Why should it (or shouldn’t it) matter what we name plant-based products? Do we need guidelines around marketing these products?
Sophie Beauchemin: It is easier to sell fake bacon then selling tenderized smoky tofu because the buyer has a reference, and it speaks more to him. I also can understand if I sell milk that I want my product to be protected against those new competitors. For me, almond milk is not milk, and plant-based yogurt is not regular yogurt.
James Street: It matters to dairy-based cheese producers if you use cheese – not the consumer. This applies to all categories. Consumers need clear definitions and names that help categorize foods. Nomenclature is important as it is one of the first stages in the consumer making the decision. Confusion does not translate into sales. The barrier is getting past the non-plant-based categories. Look at margarine’s history.
Q: What innovations do you see in the plant-based industry within the next five years?
Sophie Beauchemin: Less transformation, fewer ingredients.
Lavina Gully: More multi-component meal concepts that offer a full flavour and texture experience. Incorporating plant proteins into meal kits, bowls or traditional classics like Shepherd’s pie allows developers to use sauces and other seasonings to deliver more than just a meaty taste. Also, with precision fermentation advancing at a rapid pace, perhaps we’ll see a return to using ingredients like egg albumin in meat analogue formulations. Some of the best analogue products I’ve ever had incorporated albumin for that juicy and bouncy texture. Egg proteins were largely reformulated out in order to veganize, but various companies are working on animal-free versions.
James Street: Convergence of new technologies in the food space to solve for texture – layering of muscle and fat like tissues. New and novel fats, and new and novel solvents. Hopefully a better understanding of the relationship between plant-based ingredients and the human craving (dopamine response).
Want to participate in a roundtable? Contact Jamil@cfin-rcia.ca
#FoodInnovation
#plantbased
#precisionfermentation
#alternativeprotein
#Foodtech
#marketing
#labelling