Category
Lifestyle
Assisted Choices
3.4
Trend score
Trend
What is the Pea-Based trend?
Pea-Based: Vegetarians and vegans now have the option of consuming alternative seafoods that are based in peas. These products include everything from frozen breaded options, to canned seafood alternatives.
Insight
The consumer insight behind the Pea-Based trend
The diverse range of diets that consumers now subscribe to have come in-part with the growth and sophistication of modern alternative ingredients. These realistic alternatives make it more likely that consumers who aren't necessarily vegan or vegetarian will experiment with their diets.
Trend themes
Themes within the Pea-Based trend
Three behaviours holding the trend together01
Pea-based Seafood Alternatives
The use of peas as a base in seafood alternatives has grown to make it more likely that consumers experiment with their diets.
02
Plant-based Shrimp Alternatives
Authentic flavor and texture of plant-based shrimp alternatives from Nestle have potential to appeal to a broader audience of vegetarians and flexitarians.
03
Canned Seafood Alternatives with Yellow Peas
FISH PEAS, produced by KARAVELA, is responding to increasing demands for plant-based fish alternatives with environmentally sustainable and nutritious canned seafood products that use yellow peas.
Industry implications
What the Pea-Based trend means for industry
Where the trend changes the playbookFor
Alternative Protein Industry
With the growth of pea and other plant-based seafood alternatives by companies like Good Catch and Nestle, there are opportunities for companies in the alternative protein industry to expand their product portfolios with clean-label, vegan, free from gluten and non-GMO products.
For
Restaurant Industry
Canadian restaurant chain Copper Branch partnering with Swell Catch brings plant-based seafood substitutes based on pea, chickpeas, lentils, soy, fava beans and navy beans to consumers looking for authentic flavor and texture in current and nostalgic dishes.
For
Canned Food Industry
Companies in the canned food industry can produce eco-friendly and shelf-stable plant-based fish alternatives, similar to FISH PEAS by KARAVELA in Europe, that are globally inspired and free from gluten and non-GMO, and make use of plant proteins to meet the increasing consumer demand for healthier, more sustainable and diverse food alternatives.
Workshop question
How is your brand being flexible in the product ranges it offers?
Trend signals
Trend signals for Pea-Based
Trend score 3.4 out of 10, from popularity 55%, activity 35%, freshness 11%.
Popularity55%
Activity35%
Freshness11%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Pea-Based trend
4 featured examples from May 20 to Nov 3, 2021CategoryLifestyle
Plant-Based Shrimp Alternatives
Garden Gourmet Vrimp is Made with Seaweed, Peas and Konjac
Opportunity to expand product offerings to include more plant-based alternatives and to diversify into new markets.
CategoryLifestyle
Breaded Plant-Based Seafood
Good Catch Makes Breaded Fish Sticks, Fillets & Crab Cake Alternatives
The seafood industry can benefit from the development of sustainable and environmentally-friendly plant-based seafood alternatives, which can address concerns related to overfishi…
CategoryLifestyle
Crab-Style Plant-Based Cakes
Copper Branch Restaurants in Canada Serve Swell's Vegan Crab Cakes
The fast food industry has the opportunity to cater to the growing vegan market and introduce more plant-based alternatives to their menus.
CategoryLifestyle
Canned Seafood Alternatives
FISH PEAS are Plant-Based Products Made with Yellow Peas
Manufacturing food products that use alternative sources of protein and ingredients, in response to consumer demand for more plant-based and sustainable options in the food indust…
