Research conducted by Kerry Group has revealed some interesting insights into the European plant-based market. With the sector poised for exponential growth over the next decade, these numbers are the tip of the iceberg when tracking the changing consumer trends in favour of plant based alternatives to traditional products. The research found that not only are
42% of plant-based food consumers are choosing plant-based products on a more regular basis, they are seeking tastier products and a wider range to select from.
Ireland, a country which boasts meat and dairy as its two main agricultural exports, has seen a steady rise in the popularity of plant based eating and a slow but steady move away from the traditional pint of milk, meat and two veg dietary staples which kept our ancestors fed for generations.
Plant based meat company Meatless Farm, based in Leeds, is hoping to continue the post lockdown sales increase with its M*** F*** campaign. The provocative campaign has been rolled out in supermarkets, radio, tv, print, and social media, and will cost a total of £1.5m between August and September.
Kerry Group is looking to capitalize on the consumer demand shift to plant based and meat free alternatives with its new "Radical" range. The company, despite being a juggernaut of the Irish meat and dairy industry, is steadily increasing its alternative meat and dairy offerings, which use a variety of non-animal proteins including pea, rice, and sunflower.
A study conducted at l’Université du Québec à Montréal (UQAM) found that plant-based athletes outperformed omnivores in endurance tests, which the researchers say could be due to the higher carbohydrate intake
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