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What Australians want from a plant-based burger

plant-based burger

Kerry is the world’s leading taste and nutrition partner for the food, beverage and pharmaceutical markets. It innovates with its customers to create great tasting products with improved nutrition and functionality, while ensuring better impact for the planet. Its leading consumer insights, global RD&A team of 1,100+ food scientists and extensive global footprint enable it to solve customers’ complex challenges with differentiated solutions.

“Guided by our purpose to Inspire food, Nourish Life, our goal is to be our customers’ most valued partner, creating a world of sustainable nutrition, with a view to reach over two billion consumers with sustainable nutrition solutions by 2030,” Kerry Asia Pacific, Middle East & Africa senior strategic marketing manager for plant-based, Jie Ying Lee said.

Such sustainable nutrition solutions include the rise of plant-based eating among ANZ consumers.

Research shows that Australia is the third fastest-growing market in the world for plant-based foods, and the local plant-based market is expected to reach $3 billion by 2030.

Among Australian consumers, 55 per cent intend to eat more plant-based foods. In New Zealand, more than a third of consumers say they are eating less meat or none at all. People associate eating less meat and a wholesome, balanced diet with a longer, healthier life. In fact, 72 per cent of Australian consumers believe a flexible diet that includes meat alternatives gives them more options to meet their health goals.

But while taste is the number one reason people choose plant-based foods, 43 per cent of Australian consumers say current offerings lack the taste and texture of meat, although 50 per cent agree that food labelled as “plant-based” can be described as delicious.

All this shows that the plant-based market is dynamic and continues to evolve, with the region presenting an incredible opportunity for innovative, great tasting plant-based foods.

To truly understand the consumer, Kerry recently embarked on a six-month journey of exploration with consumers in four key plant-based markets around the world: USA, UK, Australia and Brazil.

“We conducted digital ethnography and sensory immersions, stepping virtually into consumer kitchens around the world and observed consumers preparing and eating plant-based burgers. Through this, we were able to understand what truly delights consumers, their existing pain points and most importantly, their unmet expectations,” Lee said.

“We tested 16 plant-based burgers from 14 different global and regional brands. Regarding the testers, they were around 25 – 40 years of age with an even split of gender. All had to be occasional consumers of plant-based burgers and who enjoy meat alternatives. The test was done on naked patties as it was important for the patty to hold its own for the purposes of the study, though consumers did comment that they often use condiments and sauces to elevate the plant-based burger experience.”

plant-based burger

The insights revealed that consumers want a plant-based product that tastes as close as possible to a real beef burger. A strong local influence on what they look for in beef also has an impact on their expectations of a plant-based burger.

Flexitarians in Australia said that beef is their benchmark when it comes to the optimum plant-based “beef” burger taste experience, and the beef burger benchmark is a fresh burger grilled on BBQ. This means there is more emphasis on chargrilled and savoury versus meaty.

“The importance of the first bite was a call out during the studies,” Lee said. “Our research highlights that flavour alone is not enough to satisfy Australian consumers. When texture meets consumer expectations, the overall experience is elevated by the right flavour profiles. One of the most important characteristics to achieve for the optimum burger is a variation in bite; a burger that has a firm outer (a result of charring) and a soft inner.  If delivered correctly, variation in bite can create a sensation for consumers that’s very close to the desired meat-like experience.”

In terms of appearance of the plant-based patty, consumers say they don’t want to see visible fat globules and pink juices that mimic blood/bleeding typical in meat. Products that attempt to replicate the meat experience in this way are regarded by consumers as going too far.

The cooking process also has a significant impact on overall satisfaction for consumers. Most are looking for beef-like cooking cues to help them control the cooking process and signal when their burger is perfectly cooked and safe to eat. On an emotional level, cooking cues increase excitement and anticipation of “what’s to come.” For example, people expect to hear sizzling as soon as they place the patty on the hot pan, just like with a beef burger. Not only does a sizzle create the all-important drama in the pan, it also creates positive expectations that the burger will be tasty and succulent.

While consumers want a plant-based burger with all the great taste of a beef burger, they also do expect it to be healthier and better for the environment, key reasons why they opt for plant-based as they believe meat alternatives to be healthier and environmentally sustainable. They want assurance that their choice to eat plant-based is justified.

“Armed with these new consumer insights, we can help our customers unlock growth in the dynamic plant-based space to produce delicious, innovative plant-based foods consumers will love,” Lee said.

“Kerry’s rich experience in plant-based products through our expertise in Consumer food (Kerry Foods) is the foundation of our portfolio of plant-based solutions. Taste is the main reason consumers choose one product over another. Delivering good taste has traditionally been a challenge in the plant-based meat category, and one we’ve worked for more than 20 years to help solve. Our global network of flavourists and chefs can support customers build the desired flavour profile in plant protein products, from a traditional meat-eating taste experience to a vegetable-inspired profile.”

Kerry’s Radicle plant-based food solutions are designed to work together to address common meat alternative challenges and deliver winning plant-based protein products.

“Our holistic approach tackles plant protein challenges from field to fork,” Lee said. “From plant-based burgers to sausages and nuggets, Radicle by Kerry solutions create plant-based meat alternative products with the taste, texture, functionality, and nutrition consumers want.

“Brands also leverage our portfolio of ingredients and integrated systems including coatings, seasonings, rubs, marinades and glazes, smoke and grill, and food protection, fermentation and taste ingredients designed for use with both meat and plant-based proteins.”

 

Download Kerry’s Stepping Up Taste in Plant Based report to learn key findings with Australian consumers on plant-based burgers.

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