1 in 4 new product entries last year were Vegan but how many will stand the test of time?

It’s been another record-breaking year for Veganuary, a task made easier by the wider array of products on the market. Our focus has been on looking beyond the headlines to identify what consumers really think about some of these new plant-based foods. We recruited 50 Flexitarians, Vegetarians and Vegans to find out!

While Taste remains a key driver of overall enjoyment, it is often Texture that determines success in this market.

Replicating the melting point of a Cheddar or the melt-in-the-mouth consistency of chocolate is a real challenge. Plant based foods often lack the satisfactory bite/chew of meat or the richness of meat-based alternatives.