Amidst all the hype over plant-based foods, it’s easy to think that it’s the only strategy in town – and the only way to get around environmental concerns about meat and dairy.
True, many people want to eat less meat and dairy and eat more plants, specifically vegetables. But many consumers don’t want to give up altogether on their favorite everyday foods – and nor do they want to miss out on the taste and nutritional benefits of meat or dairy.
Between these poles, in the grey area where consumers’ best intentions meet their love of meat and dairy, lies an emerging opportunity: “hybrid” products.
“A ‘hybrid’ or ‘blended’ strategy gives flexitarian consumers permission to indulge in favourite foods like meat, dairy and bakery – they can eat them and feel no guilt,” says Julian Mellentin, director of consultancy New Nutrition Business and author of a newly-published strategy briefing on the hybrid opportunity. “And while it’s currently a niche opportunity, it’s already earning companies significant price premiums of up to 140% over regular non-hybrid products.”