The Flexitarian Effect – New Market Opportunities

Innova Market Insights data shows a +60 percent rise in global food and beverage launches using a vegetarian claim between 2011 and 2015. Launches featuring the term “vegan” also rose to account for 4.3 percent of total introductions in 2015, up from 2.8 percent in 2014 and just 1.5 percent in 2012.

The trend towards reducing meat intake in the diet has led to the emergence of new opportunities to target vegans, vegetarians, non-meat eaters and non-red-meat eaters. New opportunities are emerging too for so-called flexitarians, who mainly eat a plant-based diet, but do occasionally eat meat. Strategies to harness the power of the flexitarian consumer will be among the key trends presented by Innova Market Insights at the IFT 2016 Taste The Trend pavilion in Chicago (booth #2884).