Plant-based treats: what do consumers expect?

Plant-based products have entered consumers’ diets, and will continue to do so in the future. Indeed, 43% of Western European consumers expect to consume more plant-based products. Discover what they are looking for and what are their motivations when it comes to sweet categories.

There is a need for consumers to have more choice

3 out of 4 Western European adults aged 18 to 44 eat plant-based confectionery sometimes, and half eat plant-based ice cream or biscuits.

While they realise the taste can be different from the regular option (73%) and that it could cost more (59%), they want more choice and excitement in the plant-based category. 

Looking at the positioning, from all dairy-restrictive claims - vegan, plant-based, vegetarian, dairy-free, lactose-free - plant-based is the most appealing one.

 

62% of Western European consumers aged 18 - 44 years old think every brand should have a plant based offer.
Vegan KIT KAT (GLOBAL)
Vegan KIT KAT (GLOBAL)
GATO (UK) - Plant based sandwich cookies
GATO (UK) - Plant based sandwich cookies
DUNKIN DONUTS (NL) - Launched a full range of 40 vegan donuts
DUNKIN DONUTS (NL) - Launched a full range of 40 vegan donuts
SUNSCOOP (US) - Supercharged plant-based ice cream
SUNSCOOP (US) - Supercharged plant-based ice cream

Motivations to eat plant-based sweet treats

During the last couple of years, plant-based has developed across most categories, savoury and sweet. The pandemic has accelerated the quest for a more mindful way of eating, taking into account both health and planet, without compromising on taste... and plant-based products tick all the boxes!

Across chocolate confectionery, bakery-pastry, biscuits and ice cream, the top reasons to consume plant based products are: 

  1. Taste (42%), 
  2. Health (41%), 
  3. Bring diversity (34%)
  4. Animal welfare (25%) & climate change (24%)

Plant-based chocolate, a category to develop

When it comes to plant-based chocolate, only 46% of Western European consumers are happy with the propositions currently on the market. Six in ten consumers wish more flavours and textures were available.

COMPARTES (US) - Beautiful and tasty berry bar, plant-based
COMPARTES (US) - Beautiful and tasty berry bar, plant-based
LINDT (UK) - Indulgent vegan chocolate by leading milk chocolatier
LINDT (UK) - Indulgent vegan chocolate by leading milk chocolatier
LA MAISON DU CHOCOLAT (FRANCE) - Fruity vegan pralines
LA MAISON DU CHOCOLAT (FRANCE) - Fruity vegan pralines

Source: Barry Callebaut proprietary consumer survey, fielded digitally in November 2021 using Qualtrics. The research was conducted in France, UK, Poland, Germany, Italy, Spain, US, and Australia among 3207 respondents. The survey asked respondents about plant-based indulgence: chocolate confectionery, bakery, pastry, ice-cream and drinks.

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