Plant-based Proteins or Foods

From Meat Alternatives to Natural Nutrition

According to Innova Market Insights (Trend 5: Authentic Plant-Based, 2026), plant-based food is shifting from imitation to natural nutrition. Buyers are moving away from substitutes. They expect plant-based to stand on its own.

55% of consumers say plant-based products should not mimic meat or dairy. Instead, they associate plant-based with familiar ingredients such as vegetables, fruits, nuts, seeds, and legumes.

Naturalness is now a key requirement. 23% of consumers say products are too processed, while 40% prioritise natural or minimally processed options when choosing protein. Clear nutritional value also supports positioning, with 16% of plant-based launches carrying fibre claims.

This marks a shift from imitation to authenticity.

Innovation reflects this change. Protein sources are diversifying beyond soy:

Pea protein leads plant-based launches
Strong growth in lentil (+28%), fava bean (+26%), and chickpea protein (+20%)

Plant-based innovation is moving towards simpler formulations, natural credentials, and inherent nutritional value.

The direction is clear. Plant-based products must deliver on ingredient clarity, nutrition, and taste. This is what builds trust and drives repeat purchase.

At THAIFEX – Anuga Asia, you meet suppliers developing plant-based products with recognisable ingredients, clear nutrition, and scalable innovation.

Plant-Based Is Being Rethought — And It’s Getting More Natural

Innova’s #5 Top Trend for 2025, Plant-Based – Rethinking Plants, calls for a shift in approach. Beyond just mimicking meat and dairy, brands are now urged to focus on improving taste and texture, while addressing growing consumer expectations around naturalness, health, and sustainability.

Manufacturers are listening. In the past year, there’s been a +5% average annual growth in vegan and plant-based F&B launches with a natural claim — a clear signal that natural positioning is gaining ground.

What’s more, 55% of consumers globally say plant-based products should stand on their own, not simply serve as meat or dairy substitutes. This shift opens the door to a new generation of natural plant-based standalones — products celebrated for what they are, not what they replace.

That matters, especially as 1 in 4 consumers still hesitate to buy plant-based products, citing concerns about over-processing.

The future of plant-based lies in cleaner, more natural innovations that taste good and feel authentic — not engineered.

Want to see where the next wave of plant-based is heading?

Join us at THAIFEX – Anuga Asia and discover the rise of natural standalones.

Explore Further with GlobalData Research