Flexitarian future: winning over kids and caregivers with plant-based lunchboxes

In today’s fast-evolving food industry, meeting the diverse needs of consumers is essential for success. One segment that’s rapidly growing is plant-based products that appeal to children and are convenient for parents and caregivers.

Do you have offerings that fit the bill? If the answer is ‘no’, then now is the perfect time to develop plant-based products for lunchboxes that kids will delight in. But how do you go about it? Take your seats because class starts now…

Understanding the market: The shift toward plant-based diets among children and their families is undeniable. For example, in Germany, almost half of children in Berlin rarely or never eat meat. Meanwhile, 26% of Berlin families follow a flexitarian diet, and 18% of parents would feed their children a veggie diet.  

Parents are increasingly looking for healthier, sustainable alternatives for their kids. Plant-based products offer a way to address these concerns while still appealing to young palates.

Health is the second most important factor leading flexitarian consumers to choose plant-based foods. As more adult consumers make the connection between a good diet and improved health for themselves, they’ll consider shifting to more plant-based foods in their children’s diets, too. Brands that can prove that their plant-based foods are packed with healthy, nutrient-rich ingredients will, therefore, win parents’ favor when it comes to packing lunchboxes.

Additionally, plant-based foods are more sustainable than animal-based ones – with emissions from livestock accounting for 20% of the global total! Emphasizing the environmental advantages of plant-based foods can tap into the growing eco-consciousness of consumers, particularly those worried about leaving a more sustainable planet for their kids.

Mornings can be busy for families, so when it comes to making lunchboxes, ease, convenience, and versatility are valued above most else

Taste, texture, and nutrition: The key to winning over young consumers is creating plant-based products that mimic the taste and texture of their favorite traditional foods. Think plant-based chicken nuggets with a crispy exterior and tender interior, or alternative seafood products such as fresh sushi rolls made from succulent pea protein.

It’s worth mentioning variety here, too. Children who follow flexitarian or plant-based diets want to enjoy the same variety of foods as their omnivorous pals. So, ensure that your product offerings are not only tasty and familiar but wide-ranging.

Of course, balancing taste and nutrition is crucial. Use nutritious ingredients from the get-go, as well as during any recipe revisiting. Focus on fortifying products with essential nutrients such as calcium, vitamin B12, and iron to support the needs of growing children.

Convenience and packaging: Mornings can be busy for families, so when it comes to making lunchboxes, ease, convenience, and versatility are valued above most else. Focus on these concepts by making plant-based cooking easy for parents with multi-use products that can replicate animal-based products, and have quick prep and cooking times. Think, ‘cheeze’ spread for a tasty sandwich or ready-to-eat falafel balls.

For parents on the go, convenience is paramount. Consider single-serve, eco-friendly packaging that is easy to open and fits well in lunchboxes. Eco-conscious parents also appreciate sustainable packaging. Adopt environmentally friendly packaging, underlining your commitment to a greener future.

Kid-centric marketing: Child-friendly branding and marketing are vital. Engage young consumers through colorful packaging, playful mascots, and fun product names. Narratives that resonate with children and parents, such as the journey of ingredients from farm to fork, can create a deeper connection with your brand.

Unique opportunity: As the demand for plant-based products continues to rise, there is a unique opportunity to create innovative and appealing options for children’s lunchboxes.

By understanding market trends, prioritizing taste, texture, and nutrition, focusing on convenience and packaging, and implementing kid-centric marketing strategies, businesses can tap into this growing segment and contribute to healthier, more sustainable diets for the next generation.

For more support on your plant-based strategy, head to the New Food Hub. And as always, don’t miss my next column for more insights on all things flexitarian!

Gemma Tadman is ProVeg International’s B2B Communications Manager. In her role, she works to engage and support businesses in the transition to sustainable food and drink production, and accelerate the growth of the alternative protein industry. This article is republished from the Q1 2024 edition of Protein Production Technology International, the industry's leading resource for alternative proteins. To subscribe to all future editions, please click here