Everyone from Magnum to Hungry Jacks is jumping on the plant-powered bandwagon, but what does this mean for Australian FMCG brands looking to capitalise on the fastest growing grocery trend?
Thanks to the rise of conscious consumerism and Flexitarian's 'casual vegetarianism', the plant-based industry has exploded to $4.2B over the past six years according to the latest Spins data. Interestingly, millennials hold the power of the purse as they see plant-based food as a way to saving the environment as well as their waistline.
Protein is still high on the agenda, however flavour sensation is leading the NPD race with today's consumer, as they're looking for honestly tasty alternatives for the foods they already love to eat.
Successful plant-based products taste good. “You even see plant-based brands that are continuing to innovate with their taste profile,” said Alice Mintz, business growth solutions manager at SPINS. “That’s great, because people are continuously adventuring, and brands are adventuring and they’re trying to offer the best-tasting product. They’re not giving people a reason to step away from plant-based. If anything, it’s giving people a reason to dig further in.”
Trend sessions at the recent Natural Products Expo West, highlighted four consumer groups to consider when creating plant-powered products for mainstream Aussie shoppers.
Mindful millennials
Currently aged 23 to 38 years, Mindful Millennials are increasing spend in the "honestly good" plant-powered space, largely in part to their personal belief of “healthy for me and healthy for the world”.
Whilst not necessarily vegan, they believe plant-powered foods are the answer to climate change and leaving a better world for the next generation. They're willing to spend on "honestly good" brands like Nutty Bruce, Alter Eco and Mayver's that align to their personal values. Plant-powered protein is high on the agenda, along with flavourful alternatives for the foods they already eat.
Chief health officers
Believes in living a life of vitality by what goes into their body, onto their body, into their home and even their pet’s day-to-day shenanigans. Predominately families and empty nesters, food is thy medicine and nutrient-dense, on-the-go functional foods are high on the agenda in today’s fast paced world. Permissible indulgent snacks are still in growth. Sugar is still the villain, and salt-smart, savoury snacks like Table of Plenty's Savoury Rice Cakes are a good NPD opportunity for Aussie grocery brands to capitalise on.
Young4ever
Early adopters and impulsive brand switchers, this segment takes a more proactive approach to staying fit and healthy. Responsibly sourced craft and artisanal foods are high on the agenda, along with functional, low-carb/high protein “good fat” foods like Sanitarium's new Vegie Delights meat-free meals that blow their tastebuds but not the budget.
Life Tastes Good
As life gets busy, living a relaxed and relatively healthy life is high on the agenda. They understand nutrition and are all about enjoying the flavour of the day — whether with their skincare, food or Instagrammable experiences. Waste reduction, responsible sourcing and artisanal offers like Niulife Cocomino sauces and Zebra Dream are high on the list.
The Tuckshop takeaway
Honestly good FMCG brand design requires not only on-shelf appeal but also single-minded targeting and storytelling that connects to the heart of what consumers really want.
This fusing of commercial intelligence and crafted creativity underpins everything we do at Tuckshop. If you would like to discuss how good-for-profit brand design and advertising is good business, get in touch and we can catch up for a coffee. Ethically sourced of course.