# Imitation Seafood Plant-based substitutes are being used for vegan-friendly imitation seafood. By [Hayley McGlone](https://www.trendhunter.com/hayley_mcglone), Manager, Client Research & Strategy | Published Sep 13, 2018 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/imitationseafood ## Key Figures - Trend score: 4.4/10 - Evidence articles: 6 ## What is the Imitation Seafood trend? **Imitation Seafood:** With concerns over depleting fish stocks worldwide, brands have been developing more sustainable and vegan-friendly alternatives by using fruits, vegetables, and algae. These items offer similar textures to the products they're imitating, and highlight the expansion of alternatives to animal-based products like chicken and beef. ## The consumer insight behind the Imitation Seafood trend Consumers are increasingly open to alternative ingredients, whether those are part of certain diet they subscribe to, or just something they're looking to experiment with. These individuals are drawn to brands that are able to creatively and effectively offer alternative ingredients in palatable forms. ## At a Glance - Evidence: 6 featured examples - Articles from: Oct 22, 2016 to Sep 7, 2018 - Published: Sep 13, 2018 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Cyclicality](https://www.trendhunter.com/pattern/cyclicality) - Megatrends: [Simplicity](https://www.trendhunter.com/megatrend/simplicity), [Naturality](https://www.trendhunter.com/megatrend/naturality), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia ## Themes within the Imitation Seafood trend ### Plant-based alternatives The rise in plant-based eating is inspiring consumers to experiment with simple substitutes for meat powered by vegetables. ### Sustainable and ethical alternatives The demand for healthy meat alternatives is driving businesses to create sustainable and ethical options for meat and fish products. ### Innovative food substitutes Consumers are open to alternative ingredients and drawn to brands that are able to creatively and effectively offer alternative ingredients in palatable forms. ## What the Imitation Seafood trend means for industry ### For Food industry Businesses in the food industry can create alternatives to meat and fish products that are healthier, sustainable, and ethical. ### For Plant-based industry The plant-based industry can focus on perfecting seafood substitutes, such as vegan sushi and plant-based poke bowls. ### For Sustainability industry The sustainability industry can develop innovative solutions to persistent problems in the food industry, such as overfishing and the use of antibiotics. ## Workshop question How could your brand reconsider its product offering to be more inclusive of consumers you’re currently excluding? ## Trend signals for Imitation Seafood Trend score 4.4 out of 10, from popularity 60%, activity 63%, freshness 8%. - Popularity: 60% - Activity: 63% - Freshness: 8% ## Examples of the Imitation Seafood trend 6 featured examples from Oct 22, 2016 to Sep 7, 2018. - [All-Vegan Sushi Boxes](https://www.trendhunter.com/trends/sushi-alternative): ima is Introducing the First Plant-Based Salmon Sushi Alternative to the UK (Category: Lifestyle) Implication: The food and beverage industry can capitalize on the growing demand for plant-based and sustainable options. - [Mock Salmon Burgers](https://www.trendhunter.com/trends/sustainable-burger): Terramino Foods' Sustainable Burger is Made with Fungi and Algae (Category: Eco) Implication: The plant-based food industry can capitalize on the trend of incorporating sustainable fungi and algae into burgers, offering consumers healthier and environmentally-friendly opti… - [Plant-Based Sushi Substitutes](https://www.trendhunter.com/trends/fish-alternatives): Ocean Hugger Foods is Developing Veggie-Based Fish Alternatives (Category: Eco) Implication: Opportunity to replace traditional seafood menu items with plant-based alternatives. - [Tomato-Based Sushi](https://www.trendhunter.com/trends/veggie-sushi): At fresh&co, Roma Tomatoes are Used as an Alternative to Fish in Veggie Sushi (Category: Lifestyle) Implication: The use of tomatoes as an alternative to fish in veggie sushi creates opportunities for innovation in the food industry. - [Tomato Sushi Rolls](https://www.trendhunter.com/trends/vegan-sushi): Ocean Hugger Foods' Vegan Sushi Replicates Fish with a Vegetable (Category: Lifestyle) Implication: Ocean Hugger Foods' Ahimi tomato sushi roll creates a disruptive innovation opportunity for companies in the food and beverage industry looking to capitalize on plant-based seafoo… - [Plant-Based Poke Bowls](https://www.trendhunter.com/trends/vegan-poke): Veestro Serves Vegan Poke Bowls with "Meat" from Ocean Hugger Foods (Category: Lifestyle) Implication: Meal delivery services like Veestro have an opportunity to capitalize on the rising demand for plant-based meals and offer products like vegan poke bowls to cater to their vegan a… ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)