They are not going to like where things are going with staples that rely on imports. Cooking oil, for example, is projected to cost nearly double what it was in 2020 when it’s 2030.
For the most part, shoppers, while frustrated with the price of eggs in recent months, understood why they were expensive. There was a shortage because the hens got sick. Many also recognize why chocolate is pricey. There’s a cocoa shortage. But cooking oil? That’s a man-made inflation.
Barry explained that today’s consumers have lost interest in things that are not price. This, in turn, “has had a chilling effect on innovation,” he said. Global packaged food launches in January and February 2025 were at an all-time low, according to Euromonitor research.
“Where innovation succeeds, it tends to be wellness focused,” said Barry.
For dairy, which includes cow’s milk- and plant-based formats, there’s a lot of opportunity in wellness. (See graph.) Protein is part of consumers’ wellness journey.
Enter hybrids. This is something actively—and quite successfully—taking place in the meat category. It’s all about making products that are plant forward. Within meat and poultry, this refers to hybrid or blended products. It’s not a new concept, but it’s one that has had very slow traction. However, Food System Innovations, San Francisco, a philanthropic group aiming to speed the transition toward a greater reliance on plant-based proteins, believes it’s where to meet consumers at this time. The organization refers to these products as “balanced proteins.”
Source: Euromonitor International, courtesy of IDDBA
“The rise of plant-based eating is not just a trend,” said Julie Johnson, president, HealthFocus International, Des Plaines, Ill. “It’s a seismic shift in the food industry.”
Blended products enable reducetarians to feel better about their choice, for reasons ranging from health to sustainability. At the same time, depending on the product, they do not have to make any sensory sacrifices. Nutritional beverages touting specific benefits present a real opportunity.
Source: Euromonitor International, courtesy of IDDBA
Food System Innovations partnered with YouGov to survey a nationally representative sample of 2,001 respondents to gain insights into consumer behavior, perceptions and opportunities for balanced protein meats. The survey showed that many consumers are hesitant to adopt products they perceive as unfamiliar or disconnected from their traditional meat experiences. Balanced protein concepts resonates with consumers by offering recognizable taste, texture and ingredients.
“Balanced protein is a practical solution that creates market demands while delivering the sustainability and equity improvements our food system needs,” according to Tim Dale, category innovation director at Food System Innovations.
Johnson agreed. “We believe harnessing plant’s inherent connection to many other macro trends (e.g., natural/clean, added fiber and protein, etc.) are the best way to push plant forward and deliver the products consumers are really looking for,” she said.
Animal and plant proteins make a powerful pairing. Together in a single product, or simply in the shopping cart. That’s because very few Americans purchase alternatives exclusively, while about a quarter purchase both, according to a survey by McKinsey, New York.
Source: Euromonitor International, courtesy of IDDBA
“The share of only plant-based buyers is lower with 5%,” said Kwee Choo Ng, regional manager-rice ingredients and functional proteins, BENEO, Parsippany, N.J. “In most cases, plant-based options are an add on to the conventional dairy options and hence contribute to a flexitarian lifestyle that is gaining popularity.”
Barry believes that something BIG is going to happen soon, another crisis, per se. He, of course, has no idea what it is, but it’s inevitable based on the chaos taking place. This, however, presents an opportunity for innovators to focus.
“Future crisis is likely to lead to [consumers] doubling down on today’s trends of value, wellness and stress-fighting indulgence,” he said.
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