Supermarket Perimeter - February 2022 - 9

In
one corner, meat eaters, touting the benefits of paleo. In the
other, vegans and vegetarians, trumpeting heart and other
health benefits and the wellbeing of the planet.
Maybe not a fight that's always going to end well. Fortunately, there is a
middle ground: flexitarianism.
Amy Marks-McGee, founder of consultancy Trendincite LLC, defines a
flexitarian as a person who eats primarily a non-animal based diet such as
vegetables, fruits, grains, pulses, legumes, nuts, and seeds, instead of meat,
poultry, or fish.
According to multiple research studies, she said, their ranks are growing.
According to the Hartman Group, 41% of plant-based purchasers thought of
themselves as people who were limiting meat, and 1 in 5 described themselves
as carnivores. Only 12% of plant-based purchasers described themselves as
vegetarians, while 41% of them described their eating styles as " omnivore. "
" Consumer interest in plant-based products is being driven by a variety of
factors, " Marks-McGee said. " Veganism and vegetarian diets are not the driving
force behind consumer interest in plant-based products. Instead, consumers with
a wide range of lifestyles and flexitarian diets are pursuing plant-based products,
driven by flavor, texture, wellness, and desire for variety. "
On trend
Flexitarianism is front and center in Naperville, Ill.-based KeHE Distributors' list of
trends to watch in 2022.
Under the trend heading " Blurring Diet Lines, " KeHE says that shoppers are
" choosing to eat more of a flexitarian diet with less meat and more plants rather
than committing to becoming a vegan or vegetarian. This holds true for other
popular diets like Keto as well, choosing lower carb over low carb. "
Sparked by habits adopted during the pandemic, consumers are looking to be
more proactive with their health while remaining flexible in their diets, according
to KeHE. This has led to the trend of picking and choosing from diet fads
and customizing it to the consumer's personal need. Shoppers are no longer
following strict diets, rather they are cherry-picking what best suits their bodies.
And increasingly, that means flexitarianism.
Room for all
The rise in flexitarianism is not hurting the meat industry, Marks-McGee said. In
fact, it could wind up supporting an industry that has been beset by shortages
as well as concerns over the environmental impact of raising animals for food. If
those trends continue, consumers may need to cut back on their animal proteins
and become more flexitarian.
Looking ahead, plant-based meat, poultry, and fish alternatives should
continue to expand at retail grocery, Marks-McGee said. To tap into this trend
and compete, grocery retailers are working on their own private label alt protein
brands. For example, Kroger offers a variety of plant-based meats in the brand's
Simple Truth line.
For deli counters and prepared foods, meanwhile, Marks-McGee has seen stores
partner with established plant-based brands to create ready-to-eat meals using alt
proteins such as chicken and tuna. For example, Whole Foods Market partnered
with Greenleaf's Lightlife brand to offer plant-based chicken alternatives in the
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Supermarket Perimeter - February 2022

Table of Contents for the Digital Edition of Supermarket Perimeter - February 2022

Supermarket Perimeter - February 2022 - Intro
Supermarket Perimeter - February 2022 - 1
Supermarket Perimeter - February 2022 - 2
Supermarket Perimeter - February 2022 - 3
Supermarket Perimeter - February 2022 - 4
Supermarket Perimeter - February 2022 - 5
Supermarket Perimeter - February 2022 - 6
Supermarket Perimeter - February 2022 - 7
Supermarket Perimeter - February 2022 - 8
Supermarket Perimeter - February 2022 - 9
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Supermarket Perimeter - February 2022 - 11
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