# Private Label Flexitarian Foods The Waitrose PlantLiving Products Come in 12 Varieties By Michael Hemsworth | Published 2024-05-03 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/waitrose-plantliving References: [retailtimes](https://retailtimes.co.uk/waitrose-launches-new-plantliving-products-to-cater-to-rising-flexitarian-eating-habits/) & [waitrose](https://www.waitrose.com/ecom/products/waitrose-plant-living-plant-vegetable-mince/759016-825213-825214)  The [Waitrose PlantLiving](https://www.trendhunter.com/trends/waitrose-plantliving-range) products are a series of private label food items for consumers to incorporate into their cooking regime as a way to prioritize a [flexitarian lifestyle](https://www.trendhunter.com/trends/vegetarian-frozen-entrees). The product range includes 12 new options in all that each have ample vegetables, beans and pulses in the mix with a reduced amount of soy protein. This provides consumers with an alternative option to [conventional plant-based meat products](https://www.trendhunter.com/trends/new-this-product) on the market in response to the continued shift towards meat-free meals with more nutritional value. Vegan Product Developer Simon Cohen-Vida-Welsh spoke on the Waitrose PlantLiving products saying, "With customers prioritising whole foods, we have incorporated more vegetables into our plant-based proteins. Our new PlantLiving: Plant & Veg Mince and PlantLiving: Plant & Vegballs are both made from vegetables and pulses and are extremely versatile – allowing customers to make easy and delicious plant-based meals everyday.” ## Trend Insights (Trend Hunter) - Score: 4.1/10 - Popularity: 44% | Activity: 56% | Freshness: 23% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### Why This Trend Is Growing - **Plant-based Protein Expansion:** Discovering innovative ways to incorporate more vegetables and pulses into plant-based proteins can set new standards in the flexitarian food market. - **Alternative Meat Substitutes:** Developing plant-based meat alternatives with reduced soy protein content can cater to consumers seeking healthier and more diverse flexitarian options. - **Whole Food Prioritization:** Emphasizing whole foods in plant-based products can drive a shift towards healthier and nutritionally rich flexitarian meal choices. ### Industries Being Reshaped - **Food Technology:** The food technology industry can explore innovative methods to enhance the nutritional profiles of plant-based products for flexitarian consumers. - **Private Label Brands:** Private label brands have an opportunity to capitalize on the growing demand for flexitarian foods by offering unique and vegetable-focused product ranges. - **Vegan Product Development:** Vegan product development companies can innovate with vegetable and pulse-based ingredients to create versatile and nutritious plant-based alternatives in response to evolving consumer preferences. ## Related on Trend Hunter - [Plant-Rich Retailer Ready Meals](https://www.trendhunter.com/trends/waitrose-plantliving-range.md) - [Flexitarian Frozen Food Ranges](https://www.trendhunter.com/trends/frys-flexi-range.md) - [Plant-Based Private Label Entrees](https://www.trendhunter.com/trends/aldi-plant-menu.md) - [Accessible Plant Protein Ranges](https://www.trendhunter.com/trends/vemondo-plant.md) - [Private Label Plant-Based Foods](https://www.trendhunter.com/trends/veganuary-range.md) - [Heat-and-Eat Plant-Based Meals](https://www.trendhunter.com/trends/merchant-gourmet-meals-in-minutes.md) - [Cuisine-Specific Plant-Based Minces](https://www.trendhunter.com/trends/whitworths-nutty-kitchen-supermince.md) - [Versatile Plant-Based Meat Products](https://www.trendhunter.com/trends/this-products.md) - [Easy-to-Prepare Frozen Vegan Meals](https://www.trendhunter.com/trends/frozen-vegan-products.md)