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The changing landscape of the plant-based market: From NPD to consumer attitudes [Panel discussion]

During this panel discussion, our experts discuss the key insights on the changes within plant-based value chain, consumer preferences, the growing diversity of ingredients, flavours, and types of products, as well as changes in the marketing strategies to accommodate the new types of consumers.

According to the report published by the EU-funded Smart Protein Project in partnership with ProVeg International, between 2018 and 2020, European plant-based sales grew by a staggering 49%. Categories like cheese-based and fish-based alternatives enjoyed triple digit growth rates, and in Germany alone over the past two years, plant-based fish sales have grown by an incredible 623%. According to the Plant Based Food Association, one-third of Americans are actively reducing their meat and dairy consumption. So, who is the plant-based consumer and what is being sought?

It is estimated that the global plant-based food and beverage market will register a CAGR of 9.29% over the period of 2021 to 2028. In such a highly competitive market, how can plant-based be democratised and made more accessible? How can brands know what consumers are expecting and ensure greater engagement? Is it possible to provide the plant-based food options and products that are in demand, in a convenient and compromise-free way?

Moderator:

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Kinga Wojcicka-Swiderska, Senior Content Producer - Fi Global

In her work Kinga connects the best solutions in ingredients and food science to food businesses through content creation for the largest B2B exhibitions in the world: Fi Europe and Fi North America. She is an experienced manager and a food expert. Throughout her career she has led a wide range of projects from product design to establishing strategic partnerships for R&D. She is also a food law expert, having managed an association of food supplement producers and taken part in formulating opinions on regulatory consultation processes at both national and EU level.

Panelists:

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Aurore de Monclin - Managing Partner, The Healthy Marketing Team 

Aurore de Monclin has over 15 years of experience working in healthy marketing. Having worked in food branding and innovation in more than 20 countries, from the US to China, Aurore brings a global perspective and practical expertise on how to understand customers’ health needs and develop better targeted brands, faster to market.

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Carole Bingley, Senior Associate Principal Scientist - Reading Scientific Services Ltd (RSSL)

Carole Bingley is a Senior Associate Principal Scientist working in RSSL’s Product and Ingredient Innovation Team. During her time with RSSL, Carole has undertaken ingredient evaluation and product development projects on a contract basis, for clients in several different food industry sectors. A Food Science graduate from Reading University, with a Master’s degree in Nutritional Medicine from Surrey University, Carole has over 25 years’ experience in the food industry. This vast experience includes developing dairy and vegan meat alternatives based on plant proteins, as well as working with a wide range of sweeteners and bulking agents across many food categories.

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Daniel Protz - Daniel Protz - Founder & CEO, FlavorWiki

Daniel Protz is the Founder & CEO of FlavorWiki, a digital company that is revolutionising the way the food industry collects, analyses and interacts with consumer, sales and R&D related data.  The FlavorWiki Platform combines advanced data and machine learning techniques with easy-to-use features that facilitate digital communication with consumers, colleagues and suppliers around the world.  The company counts major CPG and Ingredient Companies amongst its clients, and conducts research around the world in more than 14 languages.  Daniel started his career in computer driven commodity trading before moving into the eCommerce and digital industries.  He earned a BA in Political Science from Dartmouth College and an MBA from Stanford University.  

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Siska Pottie - Secretary General, European Alliance for Plant-based Food (EAPF)

Siska Pottie is an experienced public affair professional and founder of Fjutjer BV, a consultancy guiding organizations through transitions. She has +20 years of experience in Regulatory, Medical, Public and European Affairs and in international association management. With an academic background and Ph.D. in food and agronomy she exercised the functions of Medical and Public Affairs Director at Nutricia and Danone. The last 6 years she is also Managing Director of IMACE, the European and International Margarine Association, a non-profit organization representing the interests of the European margarine and plant-based spreads/fats producers. This year she created the European Plant-based Food Alliance, a multi-stakeholder platform, gathering like-minded companies and organizations around the common goal to advance plant-based foods as a vital part of the transition towards more sustainable and healthy food systems. Through these activities she gained a deep knowledge on the various policy dossiers on food and agricultural policies, circular economy and sustainable development. It also allowed her to build an extensive network of stakeholders throughout the Brussels and European scene.

 

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