Plant Based World Expo Europe, the biggest 100% plant-based trade event in Europe, set the stage for the future of the category in London – officially the most vegan-friendly city in the world[1].
With international participation and delicacies from across the globe – including Brazil, Netherlands, France, Germany, Belgium, and more – never-seen-before innovations included Fois Green by French company Aberyne, to calamari rings by seafood brand Happiee.
Demonstrating the next generation of plant-based innovation, ‘Plant-based 2.0’ revealed products that boast closer-than-ever texture, taste and nutritional parity with their animal-based counterparts.
Companies at the show, including Upfield who manufacture Flora butter, made no secret of the fact their plant-based options are less resource-intensive than their traditional counterparts. This move to highlight the environmental benefits of plant-based options further cements their importance for the future as a measure to reduce the environmental impact of our current food system.
One of the trending topics explored in the conference and seen across the exhibition was a move back to basics, with products created using wholefoods and vegetables. These aren’t trying to replicate meat and seafood, but instead offer nutritious better-for-you options that consumers are craving.
Meanwhile, another key topic of change in the industry was collaboration, as 100% vegan pizzeria and vegan cheese manufacturer Purezza announced a merger with La Fauxmagerie, becoming a new plant-based powerhouse.
Over two days, the show welcomed more than 3,700 attendees visiting from over 25 countries, representing foodservice, retail and broader food and beverage sectors. These included senior decision makers from Nestle to Sodexo, Whitbread and The Restaurant Group, academics and participants from Sussex and Reading universities, research leads from ProVeg and Plant Futures, and government advisors from Department for Business and Trade.
The event also played host to a conference programme featuring cutting edge insights.
Confirming there’s room to grow, Indy Kaur, Founder and CEO Plant Futures, UK’s leading consultancy helping plant-based businesses grow said:
“From our 2023 research, we know that over one-third of the UK population is open to trying plant-based proteins, while early indications from veg-led businesses show that many are seeing double-digit growth.
Taste, satiety and trust will help to grow the plant-based industry, and trends on display at Plant Based World Expo Europe included more sustainable, circular loop sourced foods such as More Food’s pumpkin seed-based protein and Redefine Meat’s 3D printed meat.
Naturally fermented foods such as ‘butter’ and ‘cheese’ from brands including Purezza, La Fauxmagerie and Mondarella wowed crowds proving the future of food is right here, right now!”
Meanwhile, Veganuary hosted the film premiere; “It’ll Never Catch On: The Veganuary Story 10 Years On”, followed by a Q&A featuring the campaign’s founders Jane Land and Matthew Glover, alongside Henry Firth and Ian Theasby from BOSH!, the world’s best-selling plant-based recipe authors.
Matthew Glover said: “Launching Veganuary’s tenth anniversary celebrations at Plant Based World Europe was key to recognising the role the campaign has played alongside the food industry in encouraging more people to choose plant-based food options which are better for health, animals and the planet.
“Major supermarkets, brands and the foodservice industry all have a part to play in making plant-based food tastier, healthier and more accessible for all.”
Vegan food manufacturers are adapting to changing times, strategies are evolving, manufacturers are leveraging economies of scale, and while initial hypergrowth slows, the culture shift is evident; from the availability of plant-based milks to breakfast, lunch and dinner choices available both in the public sector and on the high street.
Abigail Stevens, Marketing Director of show organiser JD Events, comments:
“If there’s one thing Plant Based World Expo taught us about the European market, it’s that the plant-based industry is set to re-emerge stronger, for the good of our collective health and that of the planet.”
Plant Based World Expo Europe, plays host to the food and beverage industry, including retailers, foodservice professionals, and investors. It returns to ExCeL London on 13-14th November 2024.
For more information on Plant Based World Expo Europe, visit: http://www.plantbasedworldeurope.com/.
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