Consumers look to reconcile nutrition and their health

In nutrition, the dual between plant-based and animal food products is only starting” says a survey published by the Xerfi group. According to them, the global market for plant-based proteins - growing at an annual average of 5.5% - will reach almost 11billion euros by 2020. A sign amongst others that consumers’ food habits are changing. 
When shopping, consumers’ health is on their minds. Health scandals, TV shows showing the back stage of the food industry, and medical studies showing the link between what we are eating and pathologies such as obesity, diabetes or cancer have been an electro choc for consumers. Also, vegan associations are adding to consumers’ concerns as they issue several shocking videos of slaughterhouses – to name a few. As a result, even if vegans still represent a minority, flexitarism – aiming at decreasing one’s consumption of animal proteins - is developing. 
Consumers are also scanning products in supermarkets to check the details of the ingredients. Apps are developing and can offer alternative suggestions which are healthier. In this context, producers in the food industry are trying to react by diversifying their products (such as Pepsico widening its range to include water bottled brands or cold soups). The big groups are buying small companies which are addressing the new consumption trends. Dry meat producers such as Nestlé under the brand Herta or Fleury Michon are modifying their recipes to offer alternatives products which are meat-free. Xerfi estimates that the market segment of plant-based alternatives should progress by 25% per year in that sector to reach 130million euros by 2020. 
The key players in the food industry also try to surf on the organic trend. In France, the value of the organic basket progress by 18% in 2017 to almost reach 8 billions euros.  

L. GI., Le Monde, August 2018
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