Plant proteins established as an everyday staple
Press release 28 March 2023
Plant proteins have become an everyday part of our diets; the trendiness of the first wave has subsided, and we have moved on from the search for exciting new experiences to more everyday needs that are ever-present in the food world, such as healthiness, transparency and price. Consumers are looking for products that make cooking easier and quicker, but that leave room for a personal touch and a little bit of adventure.
Plant proteins are at the heart of Raisio’s strategy, and over the past three years Raisio has invested nearly 70 million euros in the production of plant-based products. Consumer interest and megatrends are pushing for plant-based eating both internationally and in Finland. The drivers for this change are healthiness, eco-friendliness, a desire for variety and more ethically sustainable choices. There is a strong interest in plant-based eating among Finns, regardless of gender or age.
“Any big dietary changes take time. The development takes place in waves, and we can see that the trendiness of the first wave has subsided, and we have moved on from the search for exciting new experiences to more everyday needs that are ever-present in the food world, such as healthiness, transparency and price. We are developing our products in an increasingly healthy and everyday direction, without forgetting taste,” says Raisio’s Chief Business Officer Annika Boström-Kumlin.
The future of plant proteins is already here, just not evenly distributed
Härkis® researched plant-based food pioneers in the UK to find out what the future holds for plant proteins. The qualitative study (2022) carried out by Sense Worldwide showed that there are different ways to eat more plant-based food and a wide range of products is needed, as is the case in other more mature product groups, to help consumers change their behaviour towards a more plant-based diet. Eating routines are slow to change. The study highlighted the importance of starting with small steps and putting the all-or-nothing approach aside. People should not compare the changes they make with what they are giving up. Instead, they should understand that plant-based eating is a diet of abundance, and following it does not mean missing out on experiences. With a more varied selection, it will be easier for consumers to try and discover what suits their daily lives and diets.
Recently, products that mimic meat have received a lot of attention, but the study showed that the next thing consumers want to see in the plant-based market is less processed products and shorter ingredient lists. Vegetables should also be given the attention they deserve. Furthermore, consumers would like to have more responsible packaging options and a focus on authentic taste rather than imitating the flavour of meat.
Härkis® encourages people to set aside any comparisons between plant-based proteins and meat products and hopes to see a change in the discussion around plant-based proteins. It is more encouraging to think in terms of a whole new diet of abundance that does not fail to provide rich experiences. Even small changes to your weekly menu can make a big difference.
Finnish consumers are looking for products that make cooking easier and quicker, but that leave room for a personal touch and a little bit of adventure
There is a clear change in the attitudes of Finnish home cooks, with as many as four out of five Finns saying that they think about responsibility on some level when making purchasing decisions. Finns see choosing domestic products as the most important way to make responsible food choices. They want to put more vegetables on their plates and increase the proportion of plant-based food in relation to meat in their diets.
“In everyday life, the main challenge Finns face when it comes to food is not knowing what to cook, and many people have trouble putting in the effort to find ideas and recipes. The more there are products on the market that taste good and are easy to prepare and succeed with, the more it will support the shift towards a plant-based diet,” says Suvi Luoma from Foodwest.
66% of Finnish consumers look to plant-based eating for variety. Other drivers include the healthiness of plant-based products (58%), the desire to make environmentally friendly choices (49%), animal welfare (41%) and good flavour (28%). Barriers to use, in turn, include high prices and doubts about the taste. Some consumers (25%) do not feel the need to use the products, and there are also reservations about the texture and mouthfeel. (Foodwest, Finland, 2022, study commissioned by Raisio)
Finns still do not eat enough vegetables – small changes can have a big impact on health
The majority of Finns still consume too much saturated fatty acids in their diet, while the proportion of carbohydrates and fibre is too low (THL, National FinDiet 2017 Survey; the survey is conducted every five years). At present, Finnish diets do not contain enough vegetables. In addition to colour and flavour, vegetables provide vitamins, minerals and fibre.
The Finnish ScenoProt study showed that even small changes and an increase in the proportion of plant-based products in the diet can make a significant difference and influence LDL cholesterol, fat quality and fibre levels, among other things.
“A plant-based diet has clear health benefits. Even small changes go a long way. It is worth a try to see how adding more vegetables makes you feel,” says Nutrition Manager Marja Vakkuri from Raisio.
Härkis® Oat Mince is designed for Finnish palates and for making everyday classics in the home kitchen
Plant proteins are here to stay, and by developing new innovative products, Härkis® is helping the general public discover plant-based diets. A wide range of products is needed to make it easier for consumers to change their behaviour in small steps.
“We wanted to make a ready-to-use and healthy product with Finnish oats as the main raw material. Oats are an enduring Finnish favourite, whose use and benefits we have generations of experience in and in which Raisio has very strong expertise,” says Anna-Maria Kinnunen, Head of Marketing of the Härkis® product group.
With the new, Finnish Härkis® Oat Mince, success is guaranteed. Cooking with the oat mince is very easy because it does not require learning any new recipes, as it is designed to be used in everyday Finnish recipes, such as the traditional pasta bake. The main ingredient in Härkis® Oat Mince is Finnish gluten-free oats, supplemented with legume proteins. The product is rich in protein and fibre, without additives or E numbers, and caters to the needs of many consumers. The Heart Symbol, awarded by the Finnish Heart Association, confirms the healthiness of the product, guaranteeing a moderate salt content, among other things.
Härkis® Oat Mince combines all the goodness of oats with a pleasant texture and delicious taste, inspiring you to prepare healthy plant-based meals. All three products in the product family are pre-seasoned. The original Oat Mince is designed for pasta bakes, Texmex is great for burritos and Curry makes a smooth and tasty cream sauce.
“Härkis® Oat Mince has found its way into Finnish shopping baskets and has already emerged as a contender for market leadership in its first few weeks. We have received a lot of feedback from people who say that they have now found a plant protein that the whole family can enjoy,” says Anna-Maria Kinnunen.
The launch of the Härkis® Oat Mince range is the first step in the renewal of the Härkis® brand. From March onwards, all products in the Härkis® and Beanit® ranges will come under the renewed Härkis® brand. For years, Härkis® has been the market leader and the best-known brand in the plant protein category. The one-brand strategy will better serve consumers at all touch points and make plant-based eating increasingly approachable. The redesigned packaging for fava bean chunks and mince contains 85% less plastic, and the shelf life of the products is more than five times longer. The appetising dish images inspire consumers to get cooking, and the QR codes on the packaging allow consumers to have a look at the recipes already in the shop.
Inquiries:
Anna-Maria Kinnunen, Head of Marketing, Härkis®, tel. +358 40 722 1478, anna-maria.kinnunen(at)raisio.com
Product images can be downloaded from the image bank (no registration required): https://raisio.emmi.fi/
RAISIO PLC
At Raisio, we make food from the heart, with the aim of bringing health to ourselves and the Earth. We keep creating better plant-based and heart-healthy products so that eating healthily and within the Earth’s ecological capacity can be a pleasure. Our strong brands, such as Benecol®, Härkis® and Elovena®, turn our ambitions into reality. Through our responsibility work, we make the hard choices for consumers, so that they can choose Raisio products with confidence. We have around 350 healthy food colleagues in six countries and export to more than 40 markets around the world. Raisio's shares are listed on Nasdaq Helsinki Ltd. In 2022, the Group’s comparable net sales for continuing operations were approximately EUR 221 million and the comparable EBIT was approximately EUR 18 million. www.raisio.com
