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Emerging Trends - Intrinsic Nutrition, Rise of Flexitarian
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Sunday, 16 September, 2018, 08 : 00 AM [IST]
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Davina Ray
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Definitions of what is healthy keep changing, but consumers show an interest for foods that contain nutrients that are inherent in the ingredients without the need for external supplementation.
The next wave of innovation will be intrinsic healthy fats, fibre, proteins and other essentials from nutrient-dense foods such as soy, meat, cheese, fruits and vegetables.
Currently, food science and research is working on this concept to launch products in future. Consumers are using easily accessible information to make choices about food that provide inherent health benefits.
Imbibe predicts that some ingredients to increase in product development are matcha (associated with cognitive health), oats (associated with lowering cholesterol), aronia berries (high in antioxidants), turmeric (a powerful anti-inflammatory agent) and chaga mushrooms (an adaptogen though to lower stress and inflammation).
Intrinsic nutrition
The concept of intrinsic nutrition is still being developed and refined with a lack of published research but the underlying component seems to emphasise the natural function of food without fortification.
Plant-based food on menus is gradually increasing on restaurant menus, but according to Technomic’s Consumer Trends Report, only 15% of consumers say they follow a particular type of diet such as vegan, vegetarian or pescetarian – if only a small percentage of consumers are following meatless diets, then how can we explain the growth surge in plant-based foods on the culinary scene? Part of the answer may lie in the
evolution of the ‘flexitarian’ – consumers who choose to consume a mostly vegetarian diet but occasionally
eat meat.
Although there is no official definition of the flexitarian, they self define as ‘those who are already eating mostly vegetarian.’ Only 5-7% of the population comprises of pure vegans and vegetarians, half of consumers now say they are eating more plant-based fare than a year ago and 62% eat meatless meals at least once a week. Hence, it is the ‘flexitarians’ who are driving the growth in plant-based foods.
A focus on health is a major driving force behind the rise of plant-based consumption.
Plant-based dishes
Consumers report that the main reason for this shift is because they believe it is healthier for them. A substantial amount eat meat-free entrees at restaurants to feel better physically. Food business operators can expect a continuous up-trend in demand for plant-based dishes because of the focus on health and nutrition and a more holistic approach to wellness.
Another emerging motivation for plant-based nutrition is a focus on the concepts of sustainability and animal welfare concerns.
In just the last two years, the percentage of consumers who reported eating meatless meals for reasons affiliated to sustainability and social responsibility rose from 16% to 23%.
A stark generational divide is evident in this trend with younger consumers between the ages of 18 and 24 driving the plant-based food movement. Indeed, it is seen that younger people place more emphasis on health, sustainability and animal welfare.
Compared to consumers of 35 years+, younger consumers are seen as more open to new flavours in vegan and vegetarian dishes. In addition to an age divide, gender differences are also noticeable in this trend – women are drawn to plant-based options more than men.
Part of the flexitarian trend is for restaurants to offer breakfast menus that are ‘healthy’ with plant-based food that is more energy fulfilling and provides more satiety.
One finding of Technomic’s MenuMonitor (powered by Ignite), shows that one of the top breakfast trends to fit with the flexitarian trend is for food businesses to offer more protein on their menus, with high protein items increasing by 11.4% in the last year.
Bananas, peanut butter
Examples of energy boosting plant-based breakfast items include Planet Fitness’s peanut butter ‘power-up’ smoothie which contains bananas, peanut butter, whole grain oats, frozen yogurt and chia seeds; Café 472 in Boston, has a high protein smoothie which includes strawberries, bananas, blueberries, raspberry, whey protein and orange juice; and an omelet at the Hot and Crusty Bakery Café (New York City) features spinach, mushrooms, onions, and broccoli with a low-carbohydrate tortilla.
Non-breaded vegetable sides are growing in prominence at restaurants and innovative twists on classic and ethnic vegetables and gaining traction, especially with creative methods of presenting cruciferous vegetables in non-conventional ways.
Bobby V’s Restaurant and Bar in Connecticut offers asparagus fries, whereas Chicago’s Rudy’s Bar has an interesting dish with zucchini fries; crispy brussel sprouts are available at Zero Zero (San Francisco) and zucchini spiral pasta is offered at Gino’s East.
Plant-based pizza crust is another trend that is spotted in restaurant industry – both California Pizza Kitchen and Pie Five Pizza Co. have incorporated cauliflower pizza crusts in the last year which appeal to not just health- oriented consumers but also gluten-sensitive patrons.
Other possible innovations with plant-based pizza crusts include kale, zucchini and broccoli, which may be used as a substitute for flour-based crusts. Further future driven concepts may even experiment with combining several vegetables for a bolder and more vibrant pizza base.
Plant-based protein substitutes are a significant growth area – three quarters of vegetarians and vegans agree that they would like to see more plant-based proteins compared to meat, fish and poultry.
The ability to swap animal-based proteins for plant-based ones is also being called for – the way retailers are catering to this demand is by formulating vegan and vegetarian ingredients to look and taste like meat, the three most popular plant-based protein substitutes are beans, vegetables and grains. Each is high in protein with grains also being high in carbohydrates, providing a similar satiety of traditional meat. Nuts, seeds and eggs are other meat alternatives.
Meat ‘imitations’
Currently, plant-based beef is the most popular of new generation meat ‘imitations,’ but the next generation of plant-based meats will include bacon and chicken. One of the main deterrents to plant-based meat is the texture, look and lack of taste of these meat substitutes and retailers are keen to focus on creating more complex flavours and texture profiles that can better compare to meat.
Evidence points to the fact that the flexitarian trend is not just a fad. It is a movement that is here to stay. Operators are swiftly responding to new flavour demands and creative plant-based menus. Plant-based fare has become a central way for retailers to diversify and differentiate their menus from competitors.
The flexitarian movement is not just a reflection of consumers’ food and healthy eating cravings but a deeper insight into their personal and social demands – operators that will flourish are those that reflect younger consumers’ sustainability and ideological concerns.
Menus that show a concern for animal welfare, increased awareness of social and environmental responsibility will build a better relationship with consumers and drive repeat business by providing a story of their fare, and a branding approach aimed at sustainability.
(The author is Msc management and MA health psychology.
She can be contacted at davinaray@hotmail.com)
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