BY KAREN NACHAY

pg 34 Product developers are formulating and marketing a variety of innovative packaged foods designed to appeal not only to vegetarians but also to the growing group of consumers who are reducing their consumption of meat.

hat do former U.S. President Bill Clinton, animal products. While their numbers are small, vege- Academy Award-winning actress Natalie tarians and vegans frequently consume meat and dairy Portman, and talk show host/comedienne alternatives and often influence other consumers’ WEllen DeGeneres have in common? They all dietary habits (Cultivate Research, 2009). Although follow vegetarian or vegan diets, as do approximately they are not considered vegetarians, pescatarians do not 6–8 million U.S. adults, according to a Vegetarian eat meat or poultry but do eat fish. Resource Group/Harris Interactive poll (VRG, 2009). Animal welfare and environmental issues drive While this number represents a small portion of the many people to adopt a vegetarian diet, but health and population, research shows that the number of adult culture can also influence them. Concerns about consumers who are reducing their consumption of ani- repeated heart ailments and weight issues reportedly led mal-based products is increasing. These are the Clinton to radically change his diet to one that is plant- consumers who manufacturers are increasingly target- based. Regarding health, ADA states that “appropriately ing with better-tasting products, attractive packaging, planned vegetarian diets, including total vegetarian or and product variety. vegan diets, are healthful, nutritionally adequate, and may provide health benefits in the prevention and treat- Defining the Vegetarian Consumer ment of certain diseases” (ADA, 2009). Vegetarians can be categorized into several different To expand the reach of meat alternatives and other groups depending on what they will and will not con- foods marketed as vegetarian, food companies need to sume, according to both the American Dietetic recognize and attract other consumers—the non-vege- Association and the Vegetarian Resource Group (ADA, tarians—who may not necessarily follow vegetarian 2011; VRG, 2011). Lacto-ovo vegetarians do not eat diets, but who are reducing consumption of meat and meat, fish, or poultry but will eat dairy and egg prod- dairy products. These “occasional vegetarians” (also ucts (ADA says that most vegetarians in the United called flexitarians) are often categorized into two States are lacto-ovo vegetarians). Ovo vegetarians do groups. Semi-vegetarians, which represent one in eight not eat meat, fish, poultry, or dairy products but will U.S. adults, eat a vegetarian diet most of the time, fre- eat egg products. Lacto vegetarians do not eat meat, quently or occasionally purchase meat or dairy fish, poultry, or eggs but will eat dairy. Finally, vegans alternatives, and are driven by health concerns follow the strictest vegetarian diet; they do not eat any (Cultivate Research, 2008). The numbers have the

Veggie burgers, a popular vegetarian food product, are often made from soy protein (other proteins are used as well) and seasoned to suit the tastes of different consumers. Photo copyright © iStockphoto.com/LauriPatterson 11.11 • www.ift.org 35 pg Farms’ consumers are flexitarians as burgers, crumbles, patties, and so the company continually devel- entrée meals. Holman notes that in ops new flavors and product 2011 manufacturers are focusing on varieties that appeal to these con- prepared meals as new vegetarian sumers, says Ami Krishan, item launches followed by wet Associate Director for MorningStar soups, meat substitutes, baking Farms. Younger consumers may ingredients and mixes, and snacks, lead the charge in reducing meat cereals, and energy bars. For vegan consumption, with 44% of consum- products, the most new item ers age 18-29 choosing meatless launches are found in the snacks, meals once a week and 32% select- cereals, and energy bar category ing vegetarian foods (HealthFocus, followed by sweet biscuits and 2009). Health issues, especially cookies, meat substitutes, choco- reported links between the con- late, and fruit snacks, she adds. sumption of diets high in saturated Many manufacturers promote fats and cholesterol and heart dis- their products as vegetarian and ease and obesity, motivate many of denote this with front-of-package the occasional vegetarians to reduce icons. Garden Protein International the consumption of meat and other Inc., for example, uses “I’m meat- animal products. To make it easier free” on packages of its Gardein for health-conscious consumers to Lightly Seasoned Chick’n Scallopini. choose products, manufacturers are The number of food products (fro- calling out health attributes on zen, refrigerated, and shelf-stable) To appeal to vegetarian and non-vegetarian consumers alike, some manufacturers packaging with phrases like “all nat- in the U.S. that make some type of are abandoning language like “vegetarian” and are instead using language that ural & heart healthy” (Luck Chen vegetarian claim on the package emphasizes the product is meat-free or “for meat and veggie lovers alike.” Manna Soy Gourmet Meat Alternative), such as “suitable for vegetarians” has Photo courtesy of Garden Protein International “cholesterol-free, good protein increased, with 987 in 2009 and potential to grow to about one- source, 0 g trans fat” (ecoVegan 1,166 in 2010, according to Lu Ann third of the U.S. adult population, Blissful Bits refrigerated meat alter- Williams, Head of Research, Innova creating an opportunity to attract native), and “70 calories per Market Insights. For the period new customers (Cultivate Research, serving” (MorningStar Farms Hot & January–June 2011, the number is 2008). Meat reducers, on the other Spicy Veggie Sausage Patties). 451. Since research shows that there hand, are not trying to follow a veg- is a growing number of non-vege- etarian diet; they still eat a variety Identifying Vegetarian Products tarian consumers at least of meat but are just reducing the At one time, small companies pro- occasionally purchasing vegetarian amount. One in four U.S. adults duced vegetarian food products and products, food marketers are using reports being a meat reducer, or sold them in natural/health food the “suitable for vegetarians” and someone who consumes less meat stores. As consumer interest in the “suitable for a vegetarian diet” Food companies need to recognize and attract other consumers—the non-vegetarians—who may not necessarily follow vegetarian diets, but who are reducing consumption of meat and dairy products.

than they did in the previous year products grew, it caught the atten- claims as a way to be inclusive (Cultivate Research, 2008). tion of large food manufactures like rather than exclusive; they have “The numbers would tell you Kraft Foods, ConAgra Foods, chosen language that appeals to that the growth will come from the General Mills, and others, which both the vegetarian and non-vege- people who largely try to follow a either acquired smaller vegetarian tarian consumers, remarks vegetarian diet but not a strict veg- food producers or launched their Holman. Garden Protein includes etarian diet,” remarks Kim own lines of vegetarian food prod- the phrase “for meat and veggie lov- Holman, Director of Marketing for ucts. Kellogg purchased the ers alike” on packages of its Gardein Wixon, who closely follows con- MorningStar Farms brand, Boca products and reinforces this mes- sumer trends across the food Foods Co. is a subsidiary of Kraft, sage in its communications to industry. The growth is evident and Lightlife Foods is a ConAgra consumers that the products have a with at least one manufacturer: brand. These companies offer a familiar texture of lean meat, says Three-quarters of MorningStar variety of vegetarian products such Darrell Askey, COO of Garden pg 36 11.11 • www.ift.org Protein International. Although it looks like meat, this wrap sandwich is vegetarian. The “meat” is made from soy and wheat proteins and Holman calls this language a seasoned to taste like a barbeque rib. Product developers are blending various non-meat proteins with seasonings to create vegetarian products that appeal to both vegetarians and non-vegetarians. “lite sell” but definitely sees Photo courtesy of MorningStar Farms it as a good marketing tool to attract the non-vegetarian consumers.

Improvements Appeal to Consumers Food product developers know that a product will not sell if it does not taste good regardless of its other attri- butes. At one time, processed vegetarian burgers were bland and tough, and it seemed that only the die- hard vegetarians were consumers. But now updates in processing technologies, improvements to ingredients used in meat substitutes, and the use of more sauces, mari- nades, vegetables, nuts,

pg 38 11.11 • www.ift.org grains, flavorings, herbs, and vegetarians and just want an spices provide both vegetarian easy way to eat healthier or and non-vegetarian consumers reduce the amount of meat they with better-performing prod- eat, without sacrificing taste,” ucts. “The technologies are says Krishan. “That insight is improving so we now see prod- driving MorningStar Farms’ ucts with more meat-like approach to developing new texture,” says Williams. “This products that offer flavor and opens up their appeal to new convenience, all while helping customers.” people eat more healthfully by Indeed, developing a prod- reducing meat intake.” uct that delivers on taste and Meat alternatives (or ana- texture as well as providing logs) are often either soy- or variety are keys to attracting vegetable protein-based, and retaining customers, although some manufacturers remarks Askey. Consider like Garden Protein use a com- Garden Protein’s Chick’n bination of different proteins. Marsala, a soy protein-based They are used in many vegetar- “cutlet” with mushroom and ian food products because they marsala wine sauce. The prod- offer a meat-like texture, uct features a front-of-package healthy image, and low cost icon that states “easy gourmet.” (Asgar et al., 2010). The company also spices up Datamonitor’s Product Launch some of its products with popu- Analytics categorized meat lar ethnic flavors such as in its alternatives into “chilled” (veg- Chipotle Lime Crispy Fingers etable proteins used in cooking breaded strips. As for variety in as a meat substitute) and “fro- a product lineup, Lightlife zen” (meat-like vegetarian Foods has tofu and soy protein products but not vegetarian hot dogs and burgers; strips, ready meals) and recorded 97 tenders, cutlets, and wings in new product stock keeping the shapes and flavors of chicken units (SKUs) in 2010, 65 SKUs products; tempeh in several in 2009, 55 SKUs in 2008, and flavors; meatless deli slices; and 79 SKUs in 2007 in the United ground soy protein pieces for States, according to Tom use in tacos, casseroles, and Vierhile, Innovation Insights other products that call for Director for Datamonitor. ground meat. These unseasoned Soy protein is the most used crumbles and strips that protein in processed vegetarian Lightlife Foods and other com- foods, with wheat protein and panies offer allow consumers to vegetable protein second and add their own ingredients and third, respectively, reports customize a recipe. EcoVegan Williams. These ingredients and other manufacturers high- have various attributes to help light convenience by indicating with challenges of developing that consumers need to “just certain vegetarian food prod- heat & serve” the product. ucts. Solae in June 2010 MorningStar Farms offers 32 debuted Alpha® 5800 and Alpha different meatless products, 5812 soy protein concentrates as including breakfast items, alternatives to dairy proteins in entrées, and what the company products such as ready-to-drink calls Meal Starters™—strips and dry-blended beverages, fro- and crumbles that consumers zen desserts, puddings, cream use in recipes in place of meat. fillings, cheeses, yogurts, and “There is an increasing number others. The ingredients are pro- of people who aren’t duced by a patented membrane

11.11 • www.ift.org 39 pg technology and reportedly help Solbar offers one of its new- to maintain consistency in the est ingredients called Supertex, finished product and produce an extruded blend of soy- formulation flexibility. derived, textured vegetable Consumer sensory panelists protein, which, according to rated a soymilk prototype for- the company, provides good mulated with the ingredients as texture and chewing qualities, a greater in flavor liking, mouth- juicy, meat-like quality, feel liking, and aftertaste liking improved water-holding capac- than soymilk made with whole ity, and a neutral taste to bean extract, according to the vegetarian products like burgers company (Solae, 2010). and patties. Depending on the ADM supplies several dif- application and the desired ferent vital wheat glutens characteristics, different soy (Provim ESP®, Whetpro® 75, proteins are used alone or in Whetpro 80, and Supergluten combination, says David Kraus, 80™) to provide binding and Global Applications Manager emulsification to meat analogs. for Solbar. For example, in veg- Its SmartBind™ wheat protein etarian burgers, ground is said to bind ingredients, hydrated Supertex mimics the Calling out certain ingredients like seasonings and maintain optimum texture and fibrous texture of a meat patty; vegetables on the front of the package emphasizes flavor and taste to consumers. Manufactures also call out health- mouthfeel, and improve freeze- Bontex steam-textured soy pro- related attributes. thaw stability in vegetarian tein hydrates within five Photo courtesy of MorningStar Farms products. minutes and maintains a

pg 40 11.11 • www.ift.org meat-like chewy texture after in their diets, the evolution of hydration and cooking; and vegetarian food products will Contex textured soy protein con- continue. This evolution of centrate combined with Solcon S vegetarian food products is not functional soy protein concen- unlike other foods for which trate or Solbar Q isolated soy developments have helped protein provides texture (from food formulators create better Contex) and binding capabilities products. Attracting consum- (from Solcon S and Solbar Q ), ers who may not be part of states Kraus. Solbar will show- a traditional consumer base case a vegetarian canapés is something that producers prototype made with the of vegetarian products con- Supertex ingredient at the 2011 tinue to improve upon through Food Ingredients Europe show, ingredient developments Nov. 29–Dec. 1. and clever marketing. FT Soy and wheat are allergens so product developers are look- Karen Nachay, a Member of IFT, is Associate ing at other protein alternatives. Editor of Food Technology magazine The use of pea protein is leading ([email protected]). the way, says Williams. Her research also shows that corn and whey proteins are being REFERENCES used as well, though not as ADA. 2009. Position of the American much as soy and wheat. Dietetic Association: vegetarian diets. Roquette America showcased J. Am. Diet. Assoc. 109:1266-1282. Nutralys® ADA. 2011. Vegetarian lifestyle. its pea protein in a American Dietetic Association. meat analog in tacos during the Chicago, Ill. www.eatright.org/ opening ceremony for its Public/content. aspx?id=6372&terms=vegetarian. Innovation Center in September Accessed Oct. 7, 2011. 2011. The ingredient is said to Asgar, M.A., Fazilah, A., Huda, N., quickly disperse in water and Bhat, R., and Karim, A.A. Nonmeat have good emulsifying proper- protein alternatives as meat extenders and meat analogs. Comp. Rev. Food ties. Roquette extracts the Sci. Food Safety. 9: 513-529. protein from dry peas and Cultivate Research. 2008. Vegetarian removes most of the molecules consumer trends series overview. Cultivate Research, Olympia, Wash. responsible for the bitter taste www.cultivateresearch.com. in peas. It is spray dried and Cultivate Research. 2009. granulated for ease of dispers- Vegetarians count. Cultivate ibility in vegetarian food Research, Olympia, Wash. www. products. The ingredient is cultivateresearch.com. HealthFocus. 2009. Health Focus labeled as “pea protein” or “veg- U.S. trend report. Health Focus etable protein.” Beans like black International, St. Petersburg, Fla. beans and chickpeas are espe- www.healthfocus.com. cially popular in vegetarian Solae. 2010. Another breakthrough ingredient innovation from Solae: soy restaurant items served in res- protein concentrates made with pat- taurants, says Homan, but they ented membrane technology. Press release, Solae LLC, St. Louis, Mo., are increasingly used by manu- June 15. facturers in prepared vegetarian VRG. 2009. How many vegetarians foods. For instance, several of are there? Vegetarian Resource the companies mentioned in Group. Baltimore, Md. May 15. www.vrg.org/press/2009poll.htm. this article as well as the com- Accessed Sept. 7, 2011. pany Gardenburger produce VRG. 2011. What are the different black bean veggie burgers. types of vegetarians? Vegetarian Perhaps as more people Resource Group. Baltimore, Md. www.vrg.org/press/2009poll.htm. choose to reduce the con- Accessed Sept. 7, 2011. sumption of animal products

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