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DECEMBER 2022 | By Maria Miller

Joy to the World of Alternatives

As more consumers lean “flexitarian” and embrace a more fluid approach to feasting and libation, expect more alternative, functional, and ‘plant forward’ foods and beverages to share the table with more traditional fare at holiday gatherings this year.
Healthier lifestyles, a more mindful focus on wellness, sustainable, social and ethical responsibility, together with a more open-minded consumer, are contributing to mainstream acceptance of alternative choices. Note that, 90% of plant-based food consumers are not vegetarian or vegan (NPD) and 78% of non-alcoholic beverage buyers are also buying alcoholic beverages (Nielsen). Therefore, food and beverage brands and marketers need to recognize a widening competitive landscape, consider more hybrid, elevated, holistic and sustainable product innovation, be transparent about supply chain sustainability efforts, and create marketing programs that engage and satisfy more curious, less rigid and more diverse consumer palates.

New meatless brands want a ‘steak’ in the game.

As more people cut back on meat consumption, we are seeing a growing number of meat substitutes hit the market trying to capitalize on the popularity of ‘Meatless Mondays’ and ‘Veganuary,’ which grew to 629K participants in 2022, up from 400K in 2020 and 250K in 2019. While consumers realize that plant-based meat is not the perfect substitute, it is perceived as convenient and the closest thing to real meat for now. Expect to see improvements in taste and nutritional properties in the next few years as demand grows and a growing number of manufacturers take on the challenge to meet more discerning consumer expectations.

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Juicy Marbles Whole-Cut Loin

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Have your meat and eat it too.

For most people who are cutting back but not giving up on meat consumption altogether, yet want to participate in being socially, ethically and environmentally responsible, lab-grown meats may be the answer. The FDA has just approved meat grown in a controlled lab environment without slaughtering any animals which could be a game changer in the world of alternative food choices. Time will tell. Read More
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Upside Foods’ Chicken

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Lifting spirits, with and without alcohol.

In this new world of alternatives, consumers are taking a more situational or ‘fluid’ approach to drinking, seeking more balance, embracing a variety of beverage options that deliver a more elevated, holistic and functional experience both with and without alcohol. Seedlip led the way with the first premium, botanical-based, zero-proof adult beverage in 2015. Now over 200 brands have entered the low or no alcohol beverage space. On the booze side, Misunderstood Whiskey is offering ‘America’s first’ ready to drink Hard Oat Nog for the holidays to appeal to consumers who want a vegan, allergy-friendly alternative to traditional dairy-based egg nogs.
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Seedlip - Alcohol Free Spirits

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Misunderstood Oat Nog

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Mocktails and Cocktails, Plant-Based and Meat-Based can all co-exist!

These books give consumers the options they want in the ability to find both boozy and booze-free adult beverages or both plant and meat-based recipes all in one place.
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Fizz Mocktail Recipes

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The Flexitarian Cookbook

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Coffee Buzz! Hold the Jitters!

America’s favorite morning ritual just got healthier with coffee alternatives that satisfy the craving for caffeinated energy without side effects. While 64% of Americans drink coffee every day, too much caffeine can cause nervousness, anxiety, sleeplessness and stress. At the same time 56% of Americans seek functional drinks. Mushroom-based coffee alternatives provide a natural energy boost with added benefits to improve cognition, gut and immune health.
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Beyond Brew Coffee Alternative

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Ideas for Marketers:

Help consumers explore and create fun, sophisticated, crowd-pleasing alternative menus that support social and ethical responsibility and wellness without sacrificing taste or nutritional needs for their holiday celebrations. Respect more fluid lifestyle choices by integrating alternative products and recipes with traditional items in marketing, merchandising and promotional programs. For in-store displays that showcase a “portfolio” of brands, consider how to leverage this flexitarian mindset in how you build product displays and the associated key messages. Be transparent about sourcing and health benefits of alternative offerings to build trust and credibility among a broader target. What can your brand do to enhance, promote and celebrate the co-existence of traditional and alternative lifestyle choices in the new world of food and beverage?
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