Planteneers Whitepaper Says Hybrids Need 25 to 50% Plant Content to Move the Protein Transition

In its whitepaper, Planteneers discusses the importance of hybrids containing 25 to 50% plant content in facilitating the transition towards reduced reliance on animal proteins. The paper distinguishes between formulation-driven hybrids, which focus on cost-cutting or texture adjustments, and impact-driven hybrids, which aim to replace a significant portion of animal proteins with plant-based alternatives. The company emphasizes that products with less than 25% plant content have limited effects, while those with over 50% start being perceived as plant-forward, altering their identity on the market.

The paper also addresses consumer perceptions and behaviors surrounding plant-based products and meat consumption. It highlights challenges faced by fully plant-based products, such as price premiums, sensory issues, ultra-processed perceptions, and declining repeat purchases, based on Mintel data. Additionally, the paper discusses retail data from Dutch and Belgian markets, emphasizing the importance of clear product positioning, sensory quality, pricing, and consumer trust in successful hybrid product launches.