Meat substitutes
Delivering an authentic meaty experience

Plant-based meat isn’t
just for vegetarians
anymoreUntil recently, meat substitutes have been primarily consumed byvegan and vegetarian consumers seeking more ethical, sustainable
and healthy alternatives to meat.
Now a group of mainstream consumers called ‘flexitarians’ or‘reducetarian’ are increasingly aware of how meat consumption
impacts their health and our environment. This awarenessdrives a reduction of meat consumption and a demand foralternative sources of protein, thus creating new opportunities
for plant-based meat.

What motivates consumers
to eat meat substitutes?
HealthConsumers increasingly draw connections between their own health andnegatives associated with animal
protein (cholesterol, saturated fat)as well as additives (hormones,antibiotics) added while the animals
are raised
EthicsAnimal cruelty concerns areincreasing consumer demand foralternative sources of protein thatprovide nutrition without any guilt
Sustainability
Livestock are responsible for 18 %of the greenhouse gases that cause
global warming$ 7.5 B

From now until 2025, theglobal market for plant protein
based products will rise by 7.7 %to reach 7.5 billion dollars
Source: alliedmarketresearch.com

30 % consumers
30% of consumers aroundthe globe were flexitarianand reducetarian in 2016
Source: linpacpackaging.com

What do consumers say
about plant-based meat?
Givaudan has done extensive consumer research to uncover deep
insights and white space opportunities. When thinking of plantbased meats, we’ve found that taste, texture and variety are key
factors in the minds of consumers. To help you capitalise on theseopportunities, and speed up your innovative product design, add ina bit of our foundational and technical knowledge of plant-protein
in meat-like applications and a well connected operational network.
As your innovation partner of choice, Givaudan will be right therewith you to meet constantly changing consumer needs.

Key challenges
Taste

TextureVariety“What I would like tohave is that heartyand savoury taste thata piece of meat has”

“It doesn’t pick up theflavours and the juices
and that fat that I’mlooking for”

“Maybe more barbecuelines, vegan barbecue
ribs would be awesome,maybe a garlic rib”

– Value hunter, Spain—–E co Warrior consumer, UK—– Trendy trialist, Spain—“Meat substitutes havea strange aftertaste”“I still don’t feel that
I get necessarily thatmuch of a texture ofbeef or something
like that”“I’ve yet to find any­
thing I’m happy withat all. One thing that
could be improved
would be just to geta new flavour line”– Eco Warrior consumer, Germany–F lavour Craver, UK– Trendy trialist, USA
Source: EAME Plant Attitude consumer research in Germany, UK, France, Spain and USAOur solution
Masking off-notes

Depending on thequality and type of theprotein source, it canhave an off-taste or
off-note that flavours
can mask

Culinary notes
Adding a recognisable
cooking techniquenote, such as smoked,
fermented or roasted,
to the productApplication knowledge
Technical know-how
to support your productdevelopment
Succulence of meat
Improving the juicy,
succulent flavour
profile with vegan orvegetarian flavours

Authentic meaty taste
2 years in-depth analysisof animal and vegetal
protein resulted in a patentpending technology thatsignificantly bridges thetaste gap between meatand plant proteins

Knowledge leads toa “textbook” example
Making a meat alternative product that exceeds­consumer demands means understanding taste,texture, moisture, mouthfeel, colour, aroma andother product attributes. Givaudan is an expert inhigh moisture ­extrusion of texturised vegetable
protein and how to deliver the best taste andtexture at an affordable cost.
The result– Mastery of high moisture ­extrusion
process to texturise soy protein– Solid understanding of flavouringoptions and how to compensatefor the effect of flavour on texture– Pilot plant that mimics industrial
production so you can test yourbase and we can collaboratively­develop flavouring solutions

Together we can recreate
the enjoyment of real meat
For more information, please contact us:
global.protein_solutions@givaudan.com