Meat substitutes are mainstream

 Choosing a vegetarian burger which is equally delicious and nutritious as its animal counterpart, is no longer exceptional.  More people deliberately choose not to eat meat  nor fish several times a week. 

Initially it was considered a new health hype, but in the meantime it is the buzzword for all those who alternately choose between meat-fish-vegetarian-vegan food.  Flexitarians are open to ready-to-cook meat substitutes and 100% plant-based alternatives.

Food industry is aiming for a large group of meat eaters that are open to be convinced by the wide and currently available range of nutritious alternatives . Meat substitutes assist the flexitarian to consider the step to vegetarian nutrition and to a healthier lifestyle. Often the meateater chooses to go for 100% vegan.  "When he decides not to eat meat, then he better goes all the way ', it is called.

Retailers and distributors understand this trend well, they consider the flexitarian to be mainstream.  They focus on this relatively new target group.  By bringing the suitable products to the market, they have a perfect answer to this consumption and catering trends. They analyse correctly the actual purchasing behavior of the customer and out-of-home business,  and float on the driving force from the industry.   Either they attack this potential with their own private label, or do they apply for a fancy brand from their supplier.

The industry is fully driven by product innovation, with a specific focus on alternative protein sources. Noble Health Food choose for peaprotein as a base for many of its products, a new and sustainable basis of protein.

​' With our schnitzel, burgers, nuggets and köfte based on peas, we aim for the flexitarian.  He has no compromise to make on the field of taste, bite experience and nutritional value. ', according to Xavier van Ravestyn, owner of Noble Health Food.   ' These pea-based products are a perfect addition to our falafel and the other vegan alternatives ', Xavier continues.

in the meantime, NHF continues to develop new products using innovative production techniques and new raw materials. 

It is expected that the market share of  the meat substitutes and vegetable products will increase significantly the following years .  That much is for sure.