Category
Lifestyle
Assisted Choices
Trend cluster
Category
Private
Plant
Large retailers are investing in plant-based products for their private label brands.
3.7
Trend score
Trend
What is the Private Plant trend?
Private Plant: Grocery retailers are increasingly launching plant-based and vegan products under their private label brands. Marketed as more cost-effective, these products claim to offer the same flavors, tastes, and textures as branded products for a fraction of the price and with less ecological impact.
Insight
The consumer insight behind the Private Plant trend
The rising cost of living in many countries has prompted consumers to turn to private-label products as a more affordable option when grocery shopping. In response, retailers are expanding their private-label lines to include plant-based options, catering to consumers who desire affordable and ethical food options. These shoppers value brands that help them stay within budget and accommodate their dietary preferences—without compromising on the taste associated with branded products.
Trend themes
Themes within the Private Plant trend
Three behaviours holding the trend together01
Rising Flexitarianism
An increasing number of consumers are adopting a flexitarian lifestyle, leading to demand for diverse plant-based products that complement a mixed diet.
02
Affordable Plant-Based Alternatives
Grocery retailers are focusing on creating private-label vegan options to offer accessible high-quality plant-based foods without the premium price tag.
03
Eco-Conscious Consumerism
There is a growing preference for products that promise lower ecological impact, pushing brands to prioritize sustainable and ethically-produced goods.
Industry implications
What the Private Plant trend means for industry
Where the trend changes the playbookFor
Retail Grocery
The retail grocery industry is witnessing a shift towards private label expansion as brands seek to offer exclusive and budget-friendly plant-based product lines.
For
Food Manufacturing
Food manufacturers are innovating to produce plant-based alternatives that replicate traditional tastes and textures for health-conscious and eco-aware consumers.
For
Health and Wellness
The health and wellness sector is embracing new product formulations that cater to dietary preferences, providing broader access to nutritious plant-based options.
Workshop question
How can your brand make a premium category more accessible to more kinds of consumers?
Trend signals
Trend signals for Private Plant
Trend score 3.7 out of 10, from popularity 42%, activity 37%, freshness 33%.
Popularity42%
Activity37%
Freshness33%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Private Plant trend
4 featured examples from Jan 13 to Dec 20, 2024CategoryLifestyle
Private Label Plant-Based Foods
The ALDI UK Veganuary Range Focuses on Variety and Convenience
Major retailers are capitalizing on private-label plant-based products to attract health-conscious consumers and compete with specialty brands.
CategoryLifestyle
Private Label Flexitarian Foods
The Waitrose PlantLiving Products Come in 12 Varieties
The food technology industry can explore innovative methods to enhance the nutritional profiles of plant-based products for flexitarian consumers.
CategoryLifestyle
Private Label Vegan Foods
ALDI My Vay is Arriving in Germany with Many Options
The introduction of ALDI's My Vay brand creates disruptive innovation opportunities in the grocery retail industry, as retailers tap into the growing consumer demand for affordabl…
CategoryLifestyle
Accessible Plant Protein Ranges
Lidl's Own-Label Vemondo Plant! Range Makes Alt Protein Affordable
The retail industry is seeing disruptive shifts as supermarket chains introduce private-label vegan ranges to make plant-based diets more accessible and affordable.
