Mastering the recipe
Europe — and the world — faces major challenges, from health threats to climate risk. Advances in food science can be part of the solution, but the plant-based meat sector needs new impetus to translate its base into the appetites of the broader public to help solve these complex and difficult issues.
This week we learned that innovation in plant-based meat remains historically high despite a recent dip in numbers, according to the latest patent data reported by Appleyard Lees. Noting that plant-based meats face challenges, the patent firm recognises its potential in the long-term, however observes the “cost of producing and retailing plant-based meats combined with improving the nutritional profile” may be required to “reinvigorate” the industry.
In other words, plant-based meats could pivot to a demand-led rather than supply-led view, making mission-led innovation a core strategy for meeting these challenges.
Technologies are delivering, or are expected to deliver, products that have the potential to reduce traditional meat consumption without a drastic shift in eating behaviours.
If and how consumers will adopt plant-based meat in greater numbers is difficult to predict. Some studies have shown that most consumers will likely happily accept plant-based meat (and may even pay more for it) as long as it is positioned the right way – ie as tasty as ‘the real thing’. Some consumers also have health and safety concerns, or are simply repelled by the fear of ‘technologically’ produced foods that they perceive as unnatural.
Assuming the right taste and price, consumers are likely to engage more. Whether this yuck factor can be counteracted through education and transparency by the plant-based meat industry remains to be seen.
It will be interesting to see if future food innovations can discover food options that grow Plant-based 2.0. Food for thought, isn’t it?
- Rodney Jack, editor, Food & Drink Technology.
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