Today we interview David Lafuente Laguna,
KAM Retail at Soria Natural. Together, we’ll be analysing how the consumer’s
expectations have changed, the role of technology in developing new vegetable
foods and why more and more people choose these option in their daily diet.
1. What does today’s consumer expect from
plant-based innovation?
“Looking like” is not enough anymore. We’ve
gone from the discovering era, to that of demanding. Today’s consumer looks for
products tahr combine:
2. How is technology changing the
developing of vegetable food in the next years?
Technology will lead the way to “Generation
2.0” of vegetable food. Technologies such as precision fermentation; extrusion,
which will achieve realistic and juicy vegetable fibres; the development of
functional foods adapted to a more and more demanding consumer. AI will
accelerate the discovering of new plant combinations to replicate complex
sensory profiles.
3. What factors are making plat-based
products becoming part of daily consumption?
Democratisation is the key. Combining
quality, taste and sustainability makes plat-based products easy to include in
the day-to-day life.
Plant-based has left the specialised corner
of the supermarket. They are increasingly accessible in the supermarket, so
consumers see it as a normal options, not only as occasional alternatives. In
addition, industrial scale is reducing the price difference with animal
protein, removing the initial economic barrier.
4. Consumers are reducing meat intake, what
role do vegetable foods play in transitioning to this lifestyle?
Vegetable foods are a key ally in the
transition into more flexitarian and healthy diets, due to its protein
contents. The make easier reducing or removing animal protein, offering
balanced and nutritive alternatives.
Vegetable foods offer the same
gastronomical experience (convenience and taste), but in line with new ethical
and wellness values.
5. Is the consumer looking for something
more that basic nutrition? Are functional foods and full wellness the next
step?
There’s no doubt. Demand and interest grow
around products providing full wellness.
Food is not just fuel anymore. It is
preventive medicine. We are experiencing a leap to functionality with products
enriched with probiotics for a healthy microbiota; adaptogens for stress, or
ingredients that enhance the immune system.
Furthermore, thanks to customised
nutrition, consumers look for solutions adapted to their goals (sprots
performance, cardiovascular or digestive health), elevating functional food to
the high added value category.
Nutrition has become a form of prevention
and caring.
