|
|
|
October 02nd, 2025 |
Often described as the “better consumption” generation, Gen Z (born between 1997 and 2012) stands out for its very specific food expectations. More connected, more informed, and more concerned about their impact, they seek out products that combine ethics, sustainability, and pleasure. In the food market, this generation loves plant-based products, provided they are as tasty as traditional products.
Beyond ethical and sustainability considerations, Gen Z demands that plant-based products do not compromise on taste.
In the savory sector, the main challenge is to recreate rich and familiar flavors (meat, cheese, umami) without animal ingredients. This is where flavor innovation becomes the most strategic ingredient for flavor manufacturers.
The challenge: mastering umami and realism.
– Plant-based umami: Umami, a rich flavor synonymous with roundness, is traditionally associated with meat. Experts now use yeast extracts and other natural flavors to reproduce this essential “broth” and “melt-in-the-mouth” sensation.
– Authentic smokiness: Smoky flavors are crucial. Faced with strict regulations on conventional smoke flavors, the solution lies in natural flavors with a smoky profile, which offer the same taste sensation without the controversial compounds.
– Transparency: Gen Z reads labels. The flavors used must be natural and accompanied by clear certifications to guarantee the product’s ethical credentials.
Pioneers already on board
Many brands in France and Europe have already understood the importance of savory vegan flavors in appealing to Gen Z and enriching their plant-based ranges:
– La Vie™ : specializing in alternatives to bacon and plant-based charcuterie, focusing on realistic flavors.
– Heura Foods : a leading Spanish brand for plant-based meat, which values authenticity and nutrition.
– Violife : a key player in vegan cheese alternatives, with flavor profiles close to the classics.
– Beyond Meat : an American pioneer with a strong presence in Europe, continuing to innovate in flavors to reproduce the familiar tastes of meat.
– Planted : a Swiss start-up offering plant-based alternatives to meat fibers, with extensive work on flavors and taste.
In this increasingly coveted and competitive market, flavor innovation is a major differentiator. For companies in the sector, it is more crucial than ever to have real R&D expertise in natural plant-based flavors.
