The backlash against ultra-processed foods (UPFs) in the food and beverage industry is impacting manufacturers of plant-based meat alternatives. As European consumers express concerns about UPFs, particularly in products like plant-based burgers and sausages, manufacturers are facing challenges in changing perceptions amid rising scrutiny.
A recent study conducted by EIT Food Consumer Observatory found that 54% of respondents from 17 European countries are hesitant to purchase plant-based meat alternatives due to fears of them being classified as UPFs. Despite this, 55% of consumers still consume UPFs regularly, although 65% associate them with poor health outcomes and 60% perceive them as harmful to the environment.
The classification of UPFs by the NOVA system highlights the use of ingredients like additives, hydrogenated fats, and modified starches that are uncommon in home cooking. Research suggests that these products may contribute to health issues such as obesity, cardiovascular disease, and cancer.
As consumer concerns about the processing involved in creating plant-based meats grow, brands are exploring ways to offer cleaner label alternatives. Leading companies like Beyond Meat and Juicy Marbles are reformulating their products to reduce saturated fat content, lower sodium levels, and incorporate more nutrient-dense ingredients to address these concerns.
Ireland-based Thanks Plants is expanding its distribution of meat alternatives made from recognizable whole food ingredients, aiming to provide consumers with transparent and wholesome options. However, some industry experts remain skeptical about whether reformulated plant-based alternatives can truly be classified as ‘clean label,’ emphasizing the importance of choosing whole foods like beans for a truly clean eating experience.
In response to consumer demand for healthier and more transparent food options, the food and drink industry is witnessing a shift towards cleaner label products. By focusing on ingredients that are easily recognizable and offer nutritional benefits, manufacturers can align themselves with consumer values and health preferences, paving the way for innovation and sustainability in the industry.