As the demand for plant-based options among consumers grows, governments and businesses globally find themselves needing to adapt to the changing dynamics of food systems.

The UK is a prime example. Recognising the opportunities, the UK government has invested nearly half a billion pounds in advancing food systems.^[1] Universities and private enterprises have also demonstrated significant interest, leading to a surge in alternative-protein startups and research initiatives throughout the country.

To gain a deeper understanding of this trend, ProVeg International produced a series of country-level reports for the Smart Protein Project, called Evolving Appetites: An in-depth look at attitudes towards plant-based eating. Set against the ongoing growth of plant-based food culture in the UK, the latest New Food Hub article explores 10 key takeaways from the UK report and shares strategies to engage new customers and retain existing ones.

What plant-based products do UK consumers want?

According to ProVeg’s report, consumers in the UK want more product variety, especially within plant-based meat, poultry, sweets, and snacks.

In its survey for the Smart Protein project, 35% of respondents said they would like more plant-based meat products; 28% answered plant-based poultry, and 27% want more plant-based sweets and snacks.

Businesses can capitalise on this insight. Product developers should look to diversify their ranges to include more plant-based meat products (including poultry), sweets, and snacks, while retailers must ensure they stock enough of these products to satisfy consumer purchasing preferences.

Taste and affordability concerns

It’s not only important to focus on the type of products that UK consumers want, but also on how they taste and are priced. After all, if a product tastes bad or is priced too high, no consumer will buy it – even if it’s on their shopping list!

The report found that price and taste are the key barriers to choosing plant-based alternatives in the UK, with 43% and 37% of respondents stating as such. Therefore, businesses pushing plant-based products should prioritise product development efforts to improve flavour, texture, mouthfeel, and affordability without compromising quality.

They can also consider investing in research and development to enhance flavour profiles and partnering with local food producers, manufacturers and low-cost retailers to diversify selling points and increase accessibility and affordability.

By leveraging ProVeg’s insights and strategic approaches, businesses can capitalise on the growing demand for plant-based alternatives in the UK and position themselves for success in the evolving market landscape. Head to the New Food Hub to read ProVeg’s full article and gain access to all 10 takeaways from the UK Smart Protein Report.

For more support on your alternative protein strategy, contact ProVeg’s experts at [email protected].

^[1] Good Food Institute Europe (2023). Sustainable proteins in the United Kingdom. An ecosystem review