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MEAT & POULTRY SUCCEEDING WITH PLANT-BASED MEAT In the 12 months to May this year, major supermarket sales of plant-based protein and vegetarian foods grew strongly, up 40 per cent (IRI MarketEdge Data, Plant Based Protein and Vegetarian categories, MAT to 24/5/20, supplied by Life Health Foods). The category in Australia, however, is still in its infancy, according to v2food CEO Nick Hazell, following the lead set by UK and US markets. “There has been huge variability in the range, from high-priced imported products through to low-quality options,” he said. “It’s clearly been a challenge for retailers to maintain stock levels at a consistent price. “As the category moves into the next stage of growth with more consistent quality, there’ll be more consumers trialling and converting to repeat purchase. This will see a few lead brands emerge in the category as retailers and foodservice across Australia continue to learn how to activate plant-based meat alternatives. “Key to this is the development of category and consumer understanding and the transition of the category moving from a niche vegan/vegetarian option to a viable and credible alternative to animal protein including location in the meat aisle.” Health, sustainability and animal welfare Research commissioned by Life Health Foods and Food Frontier provides a comprehensive look at consumer attitudes and behaviour around meat consumption in Australia. The October 2019 report ‘Hungry for Plant-Based’ cites health as the number one reason Australians are choosing to eat less meat, closely followed by environment benefits, animal welfare, cost and increasing variety of plant-based options available. “The key driver towards plant-based diets, health – whether to improve current health or as a preventative measure for the future – has been backed up by numerous studies,” Life Health Foods Australia General Manager Dean Epps said, adding that these include research from health authorities, the World Health Organisation, EAT-Lancet Commission and others, recommending eating less meat for better health and to combat chronic disease. “Growing consumer interest in sustainable and ethical concerns, such as the environment and animal welfare, highlight the need for more sustainable food systems, as world demand for food is expected to be 50 per cent greater than today by 2050 \[IRI MarketEdge Data, Plant Based Protein and Vegetarian categories, MAT to 24/5/20\]. “Plant-based protein requires significantly less intensive use of land and water resources compared with animal protein, and doesn’t produce methane, which livestock are associated with.” The Life Health Foods and Food Frontier study also highlighted that Australians don’t want to sacrifice taste. “Six in 10 \[surveyed\] Australians expressed interest in new-generation plant-based products that are designed to mimic the appearance, taste, texture and functionality of meat,” Mr Epps said. “For many, the goal is to add more plants to their diet, and limit but not eliminate meat.” Beyond this research, Mr Hazell notes the interest of plant-based meat in quick- service restaurants (QSRs). “The majority of Australian foodservice plant-based meat sales occur within QSRs such as Soul Burger, Grill’d, Lord of the Fries and Huxtaburger, with the majority of these sales comprising importedproducts,”hesaid. “This is partly due to insufficient local supply of quality, new-generation products that taste and perform like conventional meat. As major chains, such as Hungry Jack’s, sell plant-based options like the Rebel Whopper \[made by v2food\], awareness and acceptance increases and consumers are able to trial the category in a low-risk way via a familiar meal prepared by a professional kitchen.” Covid-19 and plant-based growth Many argue that the Covid-19 pandemic has increased interest in, and sales of, plant-based meats. Sales Director Adrian Gastevski, co- founder of Future Farm Co, the Australian distributor for Beyond Meat, Next!, and Gardein, notes growing social media conversation about, and awareness of, the benefits of eating plant-based meats, which, unlike their animal derived counterparts, are free from hormones, antibiotics, and risks of viral transmission. “\[We’ll be\] focusing on NPD that’s different and unique, with a focus on quality and experience congruent with a meat-eater’s expectation,” he said about addressing the rising popularity. International Marketing Director Tammy Fry says The Fry Family Co has grown 30 to 40 per cent year on year, and 25 per cent since March as consumers have changed their buying habits during the Covid-19 pandemic, taking advantage of the wealth of plant-based options. “Our supply chain remains stable, and at a store level our greatest challenge has been to keep up with demand,” she said. Allowing the category to bloom The ‘Hungry for Plant-Based’ study identified three key barriers holding back greater consumption of plant-based meat alternatives: 1. Nutritional concerns. 2. Priceandavailabilityconcerns. 3. Tasteandtextureandaperception that plant-based alternatives taste inferior to meat. So, what are suppliers doing to address this? “Life Health Foods, as the leading Australian supplier of plant-based alternatives \[such as The Alternative Meat Co\], is working closely on product development, range design and promotion to tailor offers to best suit retailers and shoppers,” Mr Epps said. “As plant-based alternatives continue to evolve throughout many categories in the 32 RETAIL WORLD SEP, 2020