Supermarket Perimeter - May 2023 - 69

products and caters to the protein requirements of vegans, vegetarians, and flexitarians.
Consumer awareness of the benefits of soy protein is increasing, which is expected to
positively impact market revenue growth. Soybeans contain fiber, zinc, iron, calcium, B
vitamins and all eight essential amino acids. "
According to the Grand View Research report, the most popular varieties of plantbased
meats include burgers, sausages, patties, nuggets, tenders and cutlets, and
VEGAN CURIOSITY
grounds.
" The plant-based sausage segment is projected to ascend at a CAGR of 26.8% over
the forecast period, " Grand View Research said. " Shifting consumer inclination towards
plant-based diets and rising consumption of sausages via retail channels on account
of taste, texture and convenience are anticipated to spur product demand across
the globe. "
Innovative ingredients
Dublin, Ohio-based Matrix F.T. is a food tech company that develops animal componentfree
and customizable scaffolds and microcarriers for the alternative protein industry.
On March 9, the company hosted an invite-only tasting event for industry leaders, policy
makers, investors and economic development professionals.
One of the featured foods was a plant-based sausage cooked with a Matrix F.T. fat
and oil replacer. It was served alongside a plant-based sausage cooked without the
ingredient for event attendees to compare the two.
" The difference was clear: the sausage with Matrix F.T.'s product was juicy, had great
mouthfeel and enhanced the overall flavor, " said one of the guests.
The event also showcased how Matrix F.T.'s products could be used to create a new
kind of alternative protein that is a hybrid of plant-based and cultivated meat with a
cultivated chicken bite.
Matrix F.T. partnered with a university to obtain chicken myoblasts that the company
cultivated on its animal component-free and edible microcarriers. The cultivated chicken
was then added to a plant-based chicken bite recipe.
" This was an important milestone for everyone in the room - for Matrix F.T. as a
company, for our industry and of course for the State of Ohio, " said Teryn Wolfe, CEO
of Matrix F.T. " Although Matrix F.T. does not make cultivated meat, nor do we intend to
do so, showing a proof of concept and our expertise as materials engineers, cell culture
scientists and food scientists is critical to proving that the cultivated meat industry is
ready to scale - and that it is possible at scale with our products. "
Petaluma, Calif.-based Amy's Kitchen
recently surveyed 2,007 adults across
the United States on their feelings
about plant-based diets.
Conducted by Atomik Research Feb.
16-18, the survey included 1,003
parents of children younger than 18
and 1,004 adults who do not have
any children younger than 18 living
at home.
The survey found that 52% of
Americans are " vegan-curious, " and
for the group of just parents, they
were even more so (66%).
" With more than 100,000 internet
searches per month for " vegan
recipes " and " vegetarian recipes, " it's
clear there is high demand for plantbased
meals, " Amy's Kitchen said.
The main holdup for the vegancurious
consumer was found to be
the lack of convenience. Among the
parents, 66% said it was difficult to
come up with family-friendly meals
that they felt good about serving to
their kids but were also convenient.
These survey results might inspire
retailers to highlight convenience
in their plant-based meat sections.
Stores can offer easy recipe
ideas featuring a variety of plantbased
products and use that as an
opportunity for cross-merchandising
with the other ingredients found
in-store.
THE TOP 3 REASONS FOR
VEGAN CURIOSITY
HEALTH 55%
THE ENVIRONMENT 34%
TASTE 28%
MAY 2023 - 69

Supermarket Perimeter - May 2023

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