Flexitarians are a driving force when it comes to new developments of vegetarian or vegan products. These “part-time vegetarians” want to reduce their meat consumption by replacing animal products with plant-based alternatives. Flexitarians are known for being curious and open-minded about new product types and formulas. This very customer group is a key factor in encouraging innovations and market trends to move forward more quickly. About 55% of Germans regard themselves as flexitarian*, a fact that puts plant-based products from niche to mass market.
And it is the mass market that has been entered by well-known companies like Rügenwalder Mühle when they discovered the huge veggie potential. In 2021 their veggie segment’s turnover first trumped the traditional meat segments and led to more innovations by many smaller companies entering the market at the same time. Five years ago only a tiny percentage of shelf space was filled with meat substitutes, meanwhile every supermarket and discounter offers numerous alternative products based on plants. But the trend won’t stop there as more and more food supplements and cosmetics are claiming to be vegan as well – for example when gelatine capsules are replaced by cellulose or your favorite protein shake no longer consists of milk but increasingly popular pea or rice protein.
If you are also looking for a way to extend your range and get a piece of the cake in the growing veggie business, we will be glad to help you develop your idea.
* Nutrition Report 2020/2021 conducted by Federal Ministry of Food and Agriculture
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