Culinology - December 2020 - 44

PETITS fours

health in even broader terms. They were more likely to
include mental and emotional well-being, getting enough
sleep, feeling good, eating a balanced diet, fitness,
endurance, physical strength, absence of disease and low
stress in their definition of health.
The broad engagement may signal a need for food and
beverage makers to look beyond their direct competitors
to capture a holistic lifestyle approach, said Amrutha
Shridhar, senior research consultant, consumer insights,
at Euromonitor.
" Immunity features are just one example of a
consumer-driven trend that transcends categories and
industries, " Ms. Shridhar said. " Companies need to
understand that their competitors lie outside of their

traditional industries. They need to work with other
products and services that a consumer chooses to make
sure they're still relevant. "
She underscored her advice with data from
Euromonitor's annual Health and Nutrition Survey, which
found more consumers are meeting health goals through
foods and beverages than pharmaceuticals. Younger
consumers especially reported avoiding pharmaceuticals
when possible.
" Both millennials and Gen Z are steering toward natural
living, but their drivers for doing so are very different, " Ms.
Shridhar said. " Millennials are seeking a more balanced
lifestyle, and Generation Z is worried about the long-term
effects of pharmaceutical products. "

Plant-based market
has opportunity with prepared meals
Marketers of plant-based meat alternatives
should focus on convenience offerings such
as prepared meals, according to market
researcher Packaged Facts.
" A top reason that consumers cite for
buying any type of prepared meals is time
savings, " said Jennifer Mapes-Christ, food
and beverage publisher for Packaged
Facts. " Incorporating plant-based meat into
prepared foods is the ultimate convenience
since consumers can have a complete meal
at home or at a workplace with little effort. "
Some small companies that make plantbased meat are focusing on prepared meals
in addition to plant-based protein alternatives
for consumers making their own meals.
For example, Alpha Foods, Glendale, Calif.,
offers a line of more than 20 varieties of
prepared foods incorporating its plant-based
chicken, sausage and beef, including burritos,

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Culinology | DECEMBER 2020

handheld pot pies, tamales and pizza.
Larger food companies and their brands
are also moving into the prepared meal
space. Conagra Brands, Inc., Chicago, has
incorporated its Gardein brand of plantbased meat products into a number of
frozen prepared foods, such as skillet meals,
microwavable fajita bowls and sandwiches.
This past July, Conagra announced plans to
add Gardein plant-based meat alternatives
to prepared meals sold under the Birds Eye,
Healthy Choice and Marie Callender's brands.
The company also unveiled Gardein plantbased jerky and a range of canned soup
made with plant-based meat.
Restaurants also are adding plantbased meat alternatives to dishes beyond
the standard vegetarian burger. Recently
introduced menu items include pizza varieties
featuring plant-based sausage.
Culinology - December 2020

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