Single-serve, limited-prep products market to vegan consumers
Trend - The vegan industry is now focusing its efforts on portion-control, which it previously left untouched due to the inherently healthy associations that vegan food products already had from the average consumer's perspective. The shift to single-serve, no-prep products provides a solution to a category that was once perceived as time-consuming due to its associated restrictions.
Insight - Much like the average consumer, individuals with niche diets become frequently overwhelmed in the accelerated urban environment by daily tasks, pertaining to one's personal lifestyle or work. As a result, many seek ways to save on time by speeding up or condensing certain aspects of their day-to-day. Given the movement toward health and wellness, the emphasis is placed on products that answer niche consumption interests in a substantial and holistic manner.
Insight - Much like the average consumer, individuals with niche diets become frequently overwhelmed in the accelerated urban environment by daily tasks, pertaining to one's personal lifestyle or work. As a result, many seek ways to save on time by speeding up or condensing certain aspects of their day-to-day. Given the movement toward health and wellness, the emphasis is placed on products that answer niche consumption interests in a substantial and holistic manner.
Workshop Question - How could your brand re-market its product to prioritize accessibility and convenience?
Trend Themes
1. Portioned Vegan - The vegan industry is now focusing its efforts on portion-control by shifting to single-serve, no-prep products that answer niche consumption interests in a substantial and holistic manner.
2. Meat-free Convenience - The emergence of vegan and meat-free convenience food, such as vegan cookie dough, café-style brownie batter cups, and complete jackfruit meals served in globally inspired cauliflower quick meals makes healthy snacking more accessible for busy urban citizens.
3. Vegan Christmas - The launch of vegan Christmas dinners and seasonal offerings, including unique plant-based turkey substitutes, better supports consumers who want to enjoy a meat-free holiday season and can open doors for more diverse celebratory options.
Industry Implications
1. Food and Beverage Industry - Innovation opportunities abound in the development of novel products that cater to niche diets and lifestyles, especially those that answer health and wellness trends, provide convenience, and improve accessibility and sustainability of these products.
2. Packaging Industry - Packaging solutions that are sustainable, portion-controlled and single-serve, like jars and cups of vegan cookie dough, edible brownie batter cups and single-serve frozen meals, promise to appeal to consumers' craving for convenience and portion control while reducing food waste.
3. Retail Industry - Retailers who tap into the burgeoning trend of vegan and plant-based products can broaden their customer base, create a unique niche market, and foster a loyal clientele by offering diverse and innovative products catering to the vegan, vegetarian, and flexitarian markets.
