Happy new year! In celebration of the annual Veganuary movement, which encourages supporters to switch to a vegan diet and lifestyle for the month of January, The Plant Base will be sharing a series of special content pieces each Friday of the month, including exclusive opinions, our Veganuary Sessions podcast series and more. This week, Sian Yates, editorial director at FoodBev Media, explores how brands can redefine the future of plant-based foods.

As the plant-based sector matures, its reliance on imitating meat and dairy is giving way to a new focus: putting plants at the centre of the plate. This shift is not just about innovation but about embracing the unique flavours, textures and sustainability of plant-based ingredients.

Despite media controversies suggesting that the plant-based sector is 'on its knees,' many argue it has merely plateaued after a period of astronomical growth and is now stabilising in a healthy way. Some brands may meet their demise – but isn't this natural in such a competitive market? 

As a result, the sector is entering its next phase of evolution. While plant-based experienced explosive growth a few years ago, largely driven by innovations in meat and dairy alternatives, the time has come for a shift. For too long, plant-based companies have relied on mimicking animal products to win over consumers.  

However, as the market matures, it is becoming increasingly clear that the future lies not in recreating meat and dairy, but in making plants the true stars of the plate.  

For food and beverage manufacturers, this represents both a challenge and an opportunity. The demand for plant-based options is stronger than ever, but consumer expectations are evolving. As more people embrace plant-based eating for reasons ranging from health to sustainability, they are seeking a greater diversity of options – ones that celebrate plants for their inherent flavour, texture and nutritional benefits.  

Beyond imitation 

For many years, the primary strategy in the plant-based sector has been to replicate meat and dairy products with plant-based alternatives. The strategy has made sense... meat and dairy are deeply ingrained in Western diets, and recreating them with plant-based ingredients offers a familiar entry point for new consumers.  

Brands have successfully created plant-based burgers, sausages, steaks, milks and cheeses that replicate the taste and texture of their animal-derived counterparts. But this approach has limitations.

Firstly, it suggests that plants are ‘second-class citizens,’ requiring heavy processing and fortification to be worthy replacements for something considered ‘better’. Secondly, it confines plant-based eating to a narrow category, often appealing only to those seeking to eliminate meat and dairy rather than to a broader audience interested in a more diverse and plant-forward approach to eating. Additionally, it does not always meet consumer demand for completely natural products. 

A shift towards celebrating plants 

The next step in the evolution of plant-based food lies in recognising the value of plants as they are. I want to walk into a restaurant, supermarket or café and choose plant-forward dishes – not because I’m vegan, but because they genuinely sound more exciting and delicious than their meat and dairy counterparts. 

Fortunately, I’m seeing more exciting plant-based dishes on menus, even at my local pub in Bristol, which serves a very tasty ‘Jerusalem artichoke risotto with chestnuts and winter herb gremolata’. For a taste of rustic countryside dining, down the road from me The Pig’s menu features ‘Hand-rolled cavatelli with sprouting broccoli & crispy sage,’ ‘Mushroom & celeriac pie with garden greens,’ and ‘Boldor beetroot risotto with smoked almonds’ – all strong contenders against any meaty dish. The Pig also grows most of its plants in on-site gardens, offering freshness and locality. Meanwhile, Wagamama has made 50% of its menu plant-based, focusing on vibrant vegetables and fresh plant ingredients.

We’re even seeing vegan chefs making waves on popular shows like MasterChef, where they showcase the very best of plants in the most elegant and creative ways. These chefs aren’t just preparing dishes that cater to a niche audience; they’re elevating plant-based cooking to an art form, demonstrating that vegetables, grains and legumes can absolutely steal the spotlight. 

From vibrant beetroot carpaccio to intricate cauliflower steaks, social media is also awash with plant-based recipe posts. These creations are inspiring a new era of plant-based innovation that appeals to both vegans and omnivores alike. It is a testament to how far the sector has come, proving that plant-forward cuisine can hold its own in the world of fine dining and beyond. 

This shift is also gaining traction in the convenience food sector, with ready meal and meal kit brands embracing plant-forward recipes. Deliciously Ella’s Plants range recently launched three frozen ready meals in Waitrose, including Sweet Potato & Coconut Laksa, Cauliflower & Lentil Dahl and Moroccan-Style Tagine – all packed with vibrant vegetables. Such meals demonstrate how plant-based can be both convenient and delicious. 

By focusing on the unique qualities of plants – their flavours, textures and nutritional profiles – manufacturers can create products that not only appeal to vegans and vegetarians but for anyone looking for a healthier, more sustainable alternative to the heavily processed food options that currently dominate the market. 

Plant power 

Media platforms like The Plant Base and organisations like The Good Food Institute are helping to drive a narrative that celebrates plant-based eating as a full dietary approach, advocating for whole, minimally processed plant-based meals that showcase the true diversity of plant-based ingredients. 

Rather than just replicating meat and dairy, the emphasis is now on creating meals made from whole plants, packed with fresh vegetables, legumes, grains, nuts and seeds. This shift aligns with the broader consumer trend towards health-conscious, environmentally sustainable food choices, and offers manufacturers an opportunity to appeal to a new generation of plant-based eaters. 

The business case for making plants the star 

For food manufacturers, the case for ‘only plants’ is clear. As more consumers turn to plant-based options, they are looking for foods that offer variety, excitement and genuine flavour – rather than just alternatives to familiar animal products. Brands that can embrace this shift will be well-placed to capture market share in a rapidly evolving landscape. 

Additionally, putting plants at the forefront of product development is inherently more sustainable. Growing more crops that directly serve human consumption (such as beans, lentils and grains) is far more resource-efficient than growing crops for animal feed. In the face of climate change and growing pressure to reduce the environmental footprint of food production, plant-based innovation is not just a trend – it’s a necessity. 

The plant-based food sector is ripe for a transformation. While the early days of the industry were dominated by efforts to mimic animal products, the future lies in making plants the stars of the plate.

For brands that are willing to take the leap, the rewards are clear: more exciting products, a broader consumer base, and a stronger contribution to a healthier, more sustainable food system.