Plant based: new growth opportunities through innovation and specialization

Plant based remains one of the most dynamic areas of FMCG, driven by an ever-broader consumer base and growing interest in functional, specialized products suited to new consumption occasions.

For Atlante, the category’s development depends above all on the ability to read changes in purchasing habits and turn them into concrete solutions for retail, through a portfolio capable of covering different segments and needs.

As Edoardo Landini, Plant-Based Marketing Specialist at Atlante, explains in his interview in the September issue of FOOD:”The real growth driver is the Barista segment. Consumption is driven by demand for functional, specialized products for breakfast and home coffee preparation, alongside a steady interest in health-focused products and those with no added sugars.”

Product innovation as a lever for development

The innovation in the category is increasingly focused on products designed to meet specific consumption needs. Functionality, recipe quality, simple ingredients and specialization are becoming central to how the offer is built. “The most effective lever for driving sell-out is qualitative product innovation,” says Edoardo Landini. In these segments, Atlante works alongside retailers to develop assortments in line with changing consumption patterns.

A complementary portfolio for different consumption moments

Large-scale retail trade and discounts are key channels for the growth of plant-based and for strengthening Atlante’s role as a partner to retailers. The strategy is built on a portfolio of brands able to cover different consumption moments and habits.

As Edoardo Landini explains:”We offer buyers a portfolio of complementary, specialized brands, such as Benesse for plant-based drinks and yogurts, and Vegamo for meat alternatives.”

This approach allows Atlante to focus on depth of assortment and to tap into emerging trends, such as premium home coffee.

In this area, the Benesse Barista range (available in oat, almond and soy variants) is one of the main development directions, thanks to products designed for a specific use that can add value to the plant-based drinks category.

From retail to an increasingly multichannel strategy

The experience Atlante has built in retail is an important foundation for gradually extending its expertise to other channels. Foodservice thus becomes a further area of growth, through dedicated products and solutions designed to broaden consumption occasions and meet the needs of professional operators.

At the same time, Atlante is working to valorize the key moments of the year for the category, as well as cross-promotion opportunities, particularly with complementary sectors such as coffee.

Creating value for the whole category

Developing plant-based today calls for an approach that combines innovation, consumer insight and the ability to build effective assortments.

Atlante aims to keep investing in the segments with the greatest potential, consolidating the Benesse Barista range, expanding its plant-based creamers offer and bringing to market products in line with new consumption needs.