UK, Netherlands, Belgium, Germany, USA
Evaluated the market potential for a new plant-based ingredient
Vegan plant-based foods have a limited choice of ingredients to replace egg albumen, which acts as a matrix structure and provides firmness of texture. The prevalent ingredient used is methyl cellulose which is regarded as a ‘non-clean’ ingredient. Our client had developed a clean alternative and sought our advice on the market potential and market entry strategy.
We evaluated the market in the UK, Northern Europe and North America from an analysis of market data and an assessment of ingredients currently in use. We interviewed the technical directors of all the top plant-based manufacturers (both vegetarian and vegan) and evaluated volume demand as well as price expectations and constraints.