Trends & Market needs
Broadening appeal of vegan and vegetarian meals.
Vegetarian and vegan claims have seen year-on-year growth in Europe and can also appeal to non-vegetarian consumers who occasionally have meat-free days or who follow 'flexitarian' diets. Ancient grains are well positioned in this category as they can be used to replace or supplement more conventional carbohydrates, such as pasta, potatoes, and rice, while also tapping into current consumer demand for less processed, more natural ingredients.
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Plant-based pasta proliferates
Pastas made from peas, lentils, and other plant sources continue to grow, appealing to consumers looking to add vegetables to their diets and reduce their consumption of refined carbohydrates.
Continued experimentation with new plant bases and a focus on nutrient density may help the pasta category bounce back and become an accepted staple for consumers seeking maximum nutrition in each of their food choices.