Everything you wanted to know about the vegan and dairy-free trend

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2019 was the “year of the vegan”. Discover what drives consumers’ purchase behaviors when it comes to plant-based / vegan / dairy-free sweet products.

Vegan & Dairy-free are gaining momentum

Veganism is globally booming and drives new product development across every food category.

In the UK, the number of vegan food and drink products launched between 2012-16 increased by 185%¹ and, although small, the number of people on a vegan diet rose by 350% from 2006-16². While in the US, the vegan community represented in 2017 more than 16 million people, and counting³.

Food & beverages launches with vegan claim

Veganuary is an organization inspiring people to try vegan for January and throughout the rest of the year. Since the event began in 2014 participation worldwide has more than doubled each year. (https://veganuary.com)

Once associated with the hippy culture, vegan products have gone mainstream, in part thanks to the rise of planet-conscious flexitarians. Flexitarians follow a plant-based diet most of the time but allow an occasional meat or fish dish. In 2018, 15% of the UK consumers considered themselves flexitarians⁴, and that number keeps on growing.

Brands have a great opportunity to increase their market share among flexitarians: under a third (30%) use a meat or dairy substitute at least weekly.

YouGov research

On top of it, dairy-free products, once only linked to dairy-intolerance or allergies, are making their way into the plant-based aisles.

Vegan, dairy-free, lactose-free, free-from, flexitarian, plant-based… The claims in the plant-based aisles are plenty, but consumers’ motivations to consume plant-based products are the same.

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What is driving the consumers towards plant based food?

Conscientious vegan or dairy-free consumers are looking for 4 key benefits:

1 - Environment

Animal welfare and a lesser climate impact are the key environmental issues that consumers relate to. They take a stand against animal exploitation and look to lower their carbon footprint by avoiding animal products.

2 - Health & Nutrition

15% of consumers globally are concerned about lactose intolerance, prompting them to seek dairy-free alternative protein sources⁵. But further than that, consumers who avoid dairy are looking to reduce cholesterol or lower blood pressure for example.

Vegan and environment — Veganism and the environment: a strong link

Impossible™ Burger

“We discovered what makes meat taste like meat. Then we figured out how to make meat from plants. Impossible™ Burger is made from plants for people who love ground beef — with the same flavor, aroma and nutrition you know and love. Delicious, nutritious, and all-around better.”

3 - Price

Plant proteins such as pulses, nuts and soy, can offer a cheaper, more affordable protein alternative to meat and dairy.

4 - Taste exploration

The adventurous consumer can explore new ingredients or different formats. A whole new world of possibilities!

What is happening in the different sweet food categories?

All food categories are impacted by the vegan / dairy-free wave. From ice cream to confectionery, bakery, pastry and snacking; plant-based NPD is a growth opportunity not to miss.

For instance, the global dairy-free ice cream market size was valued at USD 455.9 million in 2018 and is anticipated to expand at a CAGR of 14.8% over the forecast period.⁶

Across all categories, 2 product positionings emerge:

Better-for-you products, focusing on the goodness of plants
Indulgent products, that happen to be plant-based

See below some examples of how this trend is taken to the market.

For more information, please get in touch with our experts

Magnum Vegan

“100% pleasure: a velvety plant-based product that provides a creamy experience without the need for dairy”

https://www.barry-callebaut.com/sites/default/files/styles/paragraph_image_gallery_full/public/2020-01/magnum%20vegan.jpg?itok=dpbdO4wv
Enjoy life chocolates and snacks

Enjoy life range of chocolates and snacks: “Eat Freely”, “Allergy-friendly”

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Innocent Dairy Free range

“is magic on muesli, splendid on cereal and perfect on porridge.” “No more than five ingredients”

https://www.barry-callebaut.com/sites/default/files/styles/paragraph_image_gallery_full/public/2020-01/Copy%20of%20Innocent.jpg?itok=R0aEj_oO
Milkless

“Looks and tastes like milk chocolate”

https://www.barry-callebaut.com/sites/default/files/styles/paragraph_image_gallery_full/public/2020-01/Copy%20of%20Milkless.jpg?itok=8Lbxk61v
Plant Kitchen range from Marks & Spencer

“Whether you’re going veggie, avoiding meat and dairy, or simply enjoy incorporating more plant-based foods into your diet, our new Plant Kitchen range makes every day delicious.”

https://www.barry-callebaut.com/sites/default/files/styles/paragraph_image_gallery_full/public/2020-01/Plant%20based%20kitchen_0.jpg?itok=CQEk22p8

Watch our Webinar: How to create indulgent Plant-based treats - with live Q&A

In collaboration with Food Ingredients First & Innova Market Insights, rewatch Barry Callebaut's webinar to make your plant-based creations truly indulgent. Watch Barry Callebaut's chef chocolatier, Joël Perriard, demonstrate a deliciously decadent plant-based ice cream recipe and learn more about his take on taste and textures combinations in plant-based creations. You'll also learn the latest insights about plant-based trends across all sweet categories.