Sustainability now a key driver of demand for plant-based proteins
PETER WRIGHT FSR Consultant Chef
“The innovation we’re seeing in the marketplace is creating some really good plant-based protein products, and there’s bound to be uptake of them because everyone’s looking at non-meat or vegan option for the future given they can see the importance in terms of sustainability. Once you recognise the longterm impact on the environment of intense farming methods you realise something has to change. Basically an animal eats more food than it produces, whereas plant-based foods are a positive for the environment.”
So says consultant chef Peter Wright, whose new food distribution business has just introduced an entire vegan range. “The amount of product we’ve been able to get our hands on immediately is just incredible,” Peter emphasises. “It’s really opened my eyes to the depth of the market potential even though the category is still in its early stages.”
Peter points out the major obstacle for many foodservice businesses is that plant-based products still tend to be more expensive than meat – “but as sales keep going up, prices will go down as per the law of supply and demand,” he points out. “We’re selling a vegan cream made from fava beans and you can whip it up and cook with it, it’s got no animal content at all which just seem incredible. I couldn’t even imagine a product like that twelve months ago and now here it is.
“When the category first launched there was a wide spectrum of quality but now it’s narrowing – there’s been extensive development out of the UK and Europe which I think are significantly ahead of us, and we’re now getting a range of products that are really tasty and well established. ”
“I think the jury is still out on the overall quality but in six months, eight months or a year’s time we’ll see which plant-based products have stood the test of the marketplace. As a chef I can pick out quality products, but the person eating at the other end has to be happy to eat a plant-based protein and feel satisfied after it. If you’re eating good quality animal protein over a period of time you tend to feel pretty good – so if you convert that to plant-based proteins over the longer term, how you feel is ultimately going to depend on the quality of that protein.”
Population growth feeding food production pressure
ADAM MOORE FSR CONSULTANT CHEF
Consultant chef Adam Moore concurs that the focus for plant-based foods has shifted from positioning them as a vegetarian/vegan alternative to meat and is now more around sustainability. “By the year 2050 we’re going to have nine billion people on the planet, and that really underscores the need to move to more environmentally sustainable food production, which is what plant-based protein is all about – using science to create a better product and make sure it tastes as good as it presents.
“We’re seeing suppliers like Proform Foods entering the market, and Jack Cowan and the CSIRO partnering to produce v2 foods – these players are employing really advanced technology to make sure the quality is what consumers expect.
“We’ve moved beyond those products which launched the category and now it’s about creating the right texture, mouthfeel and flavour, and we’re seeing Australian manufacturers pushing hard to make sure their plant-based products tick all those boxes.”
“Food Frontier, which is a Melbourne-based not for profit headed by food futurist Thomas King, is at the forefront of development for plant-based proteins and he's working on the regulation so we can have a definite answer as to what plant-based should encompass. So we need our Australian manufacturers to work towards changing perceptions and use sustainability to drive demand as opposed to veganism, which is only a small percentage of Australian consumers. The industry needs to evolve rapidly to reflect the needs of the consumer.”
Stacking up the alternatives
David White, Executive Chef at Simplot Australia which markets plant-based ingredients under the 100% Not Brand, agrees the current data around sustainability and the need to feed a growing population are indeed becoming key drivers for the category.
While acknowledging the appeal of plant-based proteins to vegans and vegetarians, he makes the point that that segment of the market is small compared to the growing number of flexitarians, those who want to reduce their meat intake.
“Some of them see plant-based as a healthier alternative, some are focused on sustainability, and for others the current pricing around traditional proteins is starting to become a bit prohibitive so plant proteins have been able to fill that gap. ”
David says such is the evolution of the market that the focus has shifted from comparing plant-based proteins to animal proteins, to instead comparing one brand of plant-based proteins to another, seeing how the quality stacks up.
“People want the texture to be right, and they don’t want anything unfamiliar or alien about the product. The aim is for the consumer not necessarily to notice that they aren’t eating meat and not to be bothered one way or the other – in effect, the food becomes judged simply on whether or not it’s a good, satisfying meal.
Educating the market
“As fast as the market’s been moving, it still has a long way to go,” David points out. “For most people plant-based is still new, but foodservice professionals now know about it and they’re recognising they need to get it on the menu because consumers are asking for it.
“We’re using testimonials and sensory data to educate the market and let our end-users see what people are saying about our products where they’re currently being sold.”
He adds that one of the differences between animal and plant-based proteins which is often misunderstood is the need for flavour neutrality.
“There’s a lot of plant-based protein in the market which is made from grains, and that can have a residual grainy or cereal-like flavour profile. Our focus is on making our plant-based proteins flavour neutral so the overall flavour is that of the meal, as opposed to the prime protein.”
“This also enables the chef to do a straight swap of their animal protein for our plant-based protein without having to worry that it’s going to change the flavour profile in any way.
“That means you can do a risotto of the day or stir fry of the day and replace your beef, chicken or prawn with plant-based protein. This is particularly beneficial when you’re working with standardised menus – using a product like 100% Not means you can do a straight swap and it gives the chefs confidence while saving labour and time, because there’s no need to rework the recipe.”
