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in unforeseen situations like the MILLENNIALS! around 15% reaching almost US$28
Covid-19 pandemic. Last but not least, Millennials are billion by 2025.
one of the biggest reasons why the
CLEAN LABEL TREND plant-based foods industry is seeing All the above reasons have led to
Another up and coming trend of the a sudden uptick. The reason being, an increasing number of global
‘Clean Label’ has also contributed millennials are acutely health and companies entering the plant-
to plant-based eating and its environmentally conscious. They based foods market. Several fast-
cause. Clean label foods have easy are also driven by the need to make food restaurants and grocery stores
to recognize ingredients that are an impact in the world and plant- across the globe are now selling
natural, non-GMO, unprocessed, and based products offer them the unique vegan and plant-based food because
contain no synthetic chemicals. chance to alleviate both the climate they know that consumers are
Health food brands and companies crisis and improve their health. looking for ways to increase their
are incorporating this concept daily intake of fruits and vegetables.
through their offerings, products, RISE OF THE FLEXITARIAN DIET
and ethos. Companies are now well A few years ago, veganism was all India too is an emerging market
aware of the fact that the modern- the rage, but the fl exitarian diet for plant-based foods and dairy
day consumers are wary of artifi cial has been slowly denting the vegan alternatives. AAK Kamani recently
ingredients and their negative market. Over time, many have partnered with the Good Food
impact on health. Consumers want found it cumbersome to adhere Institute (GFI) India to collaborate on
to know about how their food is to a vegan diet’s strict parameters research and business promotions
grown, the steps of production, and and have sought out a more fl exible aimed at advancing projects in this
the properties of the fi nal product. diet. Hence, the fl exitarian diet space.
Consumers are willing to pay a was born; it entails not giving up
premium price to experience the meat or dairy completely but just According to Innova Market Insights,

benefits associated with clean- making more way for non-meat the Plant-Based Revolution ranks
label ingredients. The Asia Pacifi c and non-dairy products in one’s second out of the top ten food trends
diet. Flexitarianism is increasingly for 2020 that is expected to infl uence
popular as it allows for people to a host of new product developments
be environmentally friendly and (NPD) in the future. With support
INDIA TOO IS AN EMERGING
health conscious along with some from the Good Food Institute India,
MARKET FOR PLANT- leeway to consume meat and dairy. AAK Kamani will also provide “Co-
BASED FOODS AND According to a survey conducted by Development expertise” for guiding
DAIRY ALTERNATIVES. Nestlé, 87 percent of consumers in companies on how to accelerate the
AAK KAMANI RECENTLY the US, including vegans and meat- formulation of new products, with a
eaters, are including plant-based focus on achieving optimal texture
PARTNERED WITH
protein into their diets, and over 50 and appealing to local tastes.
THE GOOD FOOD percent of consumers in the UK are
INSTITUTE (GFI) INDIA reportedly following a fl exitarian AAK Kamani believes in the
TO COLLABORATE ON diet. concept of plant-based foods and
RESEARCH AND BUSINESS has introduced the AkoPlanet™
A growing number of people food solution which seeks to
PROMOTIONS AIMED AT

following a flexitarian diet is driving move towards a sustainable
ADVANCING PROJECTS IN the demand for dairy and meat world. AkoPlanet™ focuses on co-
THIS SPACE. alternatives that are made from Development facilities keeping
plant-based ingredients. Plant- sustainability at its core. Together
based cheeses, ready meals, seafood, with the customers, we develop
clean label market has registered and alternatives to eggs are among great-tasting plant-based food made
an increase of 7.4%, making it the the biggest opportunities in the with love for people, plants, and the
fastest-growing clean label market plant-based sector. According to planet.

in the world. The primary reason for figures provided by Markets and
this steady growth is an increase Markets—a market research fi rm
in standard of living of consumers based in India—this industry was * Author is is President in AAK Kamini and
along with increase in their valued at US$12.1 billion in 2019 and can be reached at dheeraj_talreja@
purchasing power. is predicted to grow at an annual rate huntsman.com

Food Marketing & Technology 45 September 2020