Speciality-Food-June-2025

4 @specialityfood welfare and their health. These tend to be women over 25, andmen between the ages of 25 to 34. Vypr’s report details that two- thirds of UK shoppers already buy plant-based products, but a huge 89% cited at least one barrier to purchase. Two of the most significant barriers were high levels of processing (mostly concerning women aged 55 to 64), and a perception of lack of flavour and blandness (cited bymostlymales over 65). Ben Davies, founder of product intelligence platformVypr, said, “Some of consumers’ concerns are perception issues and others are real product development challenges. Brands oftenmarket to all flexitarians as one group. But these two audiences have distinct awareness levels, motivations, and concerns. One group needs education and inspiration; the other is looking for better quality, less processed choices. Largely to blame, say experts, is greater recognition of the impact of heavily processed foods on their diets by consumers, who are looking more closely at labelling to discover how natural and ‘clean’ the products in their baskets are. So, what can brands do to attract and retain the attention of the nation’s 2.1% vegans, 5% vegetarians and 12% flexitarians currently shopping in Britain? A new Consumer Horizon Report fromVypr has some answers. The study, which analysed responses frommore than 2,000 people, identified two key groups of consumers. Open Omnivores are less committed to reducingmeat intake, but open to trying alternatives, while Active Meat Reducers are consciously cutting down onmeat and dairy, proving to be more au fait with plant-based brands and ingredients, motivated by concerns for animal What is the future of plant-based products? The plant-basedmarket has beenmuchmaligned in recent years. In 2023, £1 billion was spent onmeat and dairy-free alternatives in the UK – a figure that has dipped according to GFI Europe, as retailers anecdotally report a drop in sales. The value of food and drink exports from Spain to the UK reached €5.1 billion in 2024, making Britain the country’s fifth largest non-EU export destination. To mark this milestone, 21 Spanish producers are set to showcase their food and drink at the Taste Spain London 2025 event, hosted by Foods and Wines from Spain and Alimentos de España at The View, London on 25th June. The trade-only event connects leading businesses with buyers from the retail, hospitality and foodservice sectors, including importers, distributors and independent specialists. Visitors will have the opportunity to find out more about (and sample) produce including Ibérico, DOP Teruel, and other hams, a range of cheeses such as Manchego, olives and olive oils, gourmet condiments and spices, preserved vegetables, breads, sweet foods, and more. “This is a must-attend event for UK food and drink professionals to explore the incredible range of quality Spanish products on offer,” said Fernando Muñoz, director of the Food, Wine & Gastronomy Department at Embassy of Spain in London. “There is real momentum in the UK market, and Taste Spain London 2025 will allow buyers to connect with the producers who will help them bring new lines to customers and develop this business further still.” Visit foodswinesfromspain.com to register. UK continues to champion Spanish food and drink “Brands that succeed in this space won’t be the ones shouting the loudest about being vegan. They’ll be the ones who offer clarity for the two audience groups and take on board feedback about improving taste, simplifying labels or reducing processing.” KEY TAKEAWAYS In order to enhance sales and navigate changing consumer desires, plant-based brands and retailers have some work to do, Vypr says. ● To attract Open Omnivores, they must focus on improving flavour, making their products more visually appealing and vibrant. ● NPDmust go into reducing heavy processing of ingredients, cleaning up labels, andmaking products as natural as possible to fit in with the desires of both categories of consumer. ● More should be done to capitalise on the health benefits of certain products, frompromoting protein levels on-pack, to highlighting concentrations of nutrients and how they can can be incorporated into a balanced diet. New edition: The Directory LAST CHANCE TO BOOK YOUR ENTRY The only comprehensive directory of producers, suppliers, wholesalers and manufacturers for the fine food industry... Register your business online at: specialityfoodmagazine.com or call to book on 01206 508629 Book Entry by 24th June!