Supermarket Perimeter - October 2024 - 29

Rich Products, Buffalo, N.Y., acknowledges the close associations
of vegan and plant-based options, but stresses these are not
interchangeable terms. Plant-based and vegan mean different things to
different consumers. Plant-based is used as a descriptor for a growing
number of products, primarily focused on foods made from plant-derived
ingredients, including vegetables, whole grains, beans, legumes, nuts,
seeds and fruits, but with few or no animal products, said Amanda Harris,
senior marketing manager, health and authenticity, Rich Products.
Because there is no industry-standard definition for plant-based,
Rich's created its own definition. In the United States and Canada, the
company considers plant-based to include products that have a plantbased
ingredient (vegetables, legumes, fruits or whole grains) as one of
their top three ingredients. Additionally, these products must be free of
artificial flavors and colors, HFCS and hydrogenated oils.
Vegan products require a third-party certification, which is often
easily identified by a recognizable symbol on consumer-facing
packaging, such as the Vegan Society logo or the " Certified Vegan "
label. Plant-based products, however, may vary based on how the
manufacturer chooses to communicate with consumers and what it
chooses to highlight.
As the market grows, there will likely be more regulatory
developments related to labeling and standards for vegan and plantbased
products, which will ensure product consistency and help
consumers make informed choices.
Increased focus on healthy eating also means more emphasis on
claims. This makes label transparency key to supporting consumers
in meeting their varied needs and wants. This could include specific
callouts such as plant-based, egg-free, dairy-free, no animal products,
and 100% plant-based. La Brea Bakery prominently features the vegan
symbol on its packaging for qualified breads. This clear labeling helps
consumers easily identify which products align with their dietary
preferences and makes it easier to make informed choices at a glance.
" In our marketing, Rich Products focuses on highlighting the core
plant ingredients - whether that be vegetables, legumes, fruits or whole
grains. For our consumer-facing products, we also use the green leaf
symbol indicator and a visual identify system to communicate what
items are plant-based, making it easy for consumers to make plantbased
choices, " Harris said.
Lingering misconceptions beyond the label
While many younger consumers embrace vegan and plant-based
offerings, misconceptions around these products persist. One of the
biggest being that vegan products don't taste good - with repeat
purchases directly tied to great taste.
HealthFerm, a European research project, found the biggest barrier to
eating plant based is pleasurable sensory experience (87%), perceived
healthiness (81%) and affordability (80%). Other top barriers include
reluctance to change eating habits or routine; need to eat more plantbased
foods to feel full; inconvenience of plant-based foods; and
skepticism about the taste of plant-based foods.
Because taste is a major purchase driver, experiences that miss the
mark often result in a one-and-done mentality. The good news is that
the flavor and texture of vegan products have improved significantly
due to innovations in food technology and culinary techniques.
Rich Products finds that day-to-day plant-based options benefit
from great taste and classic flavors and textures such as its cauliflower
sandwich roll dough and cauliflower pizza crust. But formulations can
be difficult when it comes to replacing the versatility and functionality
of eggs in vegan baked goods. Eggs play a critical role in emulsification,
aeration, volume, structure and color of baked goods. Typically, multiple
ingredients and a formulated approach are needed to replace eggs,
according to Ricardo Rodriguez, marketing manager, bakery/snacks and
confectionary categories, Ingredion Incorporated, Westchester, Ill.
" For instance, pulse-based proteins and flours like pea protein or fava
bean flour can provide the necessary structure, emulsification and color
to replace eggs, " he said.
Vegan products are also falsely thought of being suitable for
everyone with dietary restrictions or allergies. Although vegan products
avoid animal-derived ingredients, they can still contain allergens such
as soy, nuts or gluten.
Consumers who choose plant-based eating as a way of preventing
illness and strengthening immunity must also be aware that processed
vegan foods can still be high in sugar, salt and unhealthy fats.
Certain versions of these products are quite processed, may contain
chemical ingredients, and also be high in nutrients such as sodium
and saturated fat, which we can have negative health implications if
consumed in excess, said Lena Bakovic of TopNutritionCoaching.com.
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Supermarket Perimeter - October 2024

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