Opinion: The 'reel' deal

Vegan seafood is the newest food trend for 2023, says Edward Weston, marketing executive for Savanta...

Meat alternatives have boomed in the last few years, with the quality and variety of offerings continuing to improve in line with the increasing demand for plant-based food. Despite this, one area that has struggled to take off as quickly is seafood alternatives, with texture and taste being the main challenges to replicate.

However, research from the consumer innovation team at Savanta has found demand for seafood alternatives is growing. Over one in 10 UK consumers have bought plant-based seafood alternatives in the last 12 months, and a fifth are considering buying them in the next 12.

This poses a real opportunity for innovation in the coming years and for plant-based seafood to become the catch of the day for consumers.

The increase in demand for seafood alternatives is likely being driven by growing concerns over health, as well as awareness of environmental impact. Over half (58%) of consumers consider the environmental impact when making purchases in supermarkets, with 29% of them expecting to eat more plant-based alternatives in the next year. A further 26% who identify as health-conscious also see themselves more likely to increase their intake of plant-based foods.

The market for plant-based alternatives occupies a sweet spot with consumers looking to make healthier, sustainable choices while spending less money. With 72% expressing increasing concern for the rising cost of living, this could also be a reason for turning to plant-based alternatives. Studies have indicated that eating a primarily plant-based diet could cut families’ food bills by one-third.

Despite the challenges faced when it comes to developing seafood alternatives, innovation in this area is on the rise. Items such as crabcakes, fishfingers and calamari are easier to replicate due to their firmer texture and size in proportion to a large tuna steak or slice of raw sashimi salmon.

Good Catch has made great headway with its plant-based fish burgers and crab cakes made from ground vegetable protein. In addition, Birds Eye debuted its ‘fish-less fingers’ for Veganuary, which consist of rice flake bars coated in breadcrumbs with signature omega 3 ingredients to give them the fish taste.

The development of vegan fish and oyster sauces is also making an impact, with the focus on replicating the same umami flavour associated with Southeast Asian cooking from plant-based sources. ThaiTaste updated its two-decade-old fish sauce recipe to create a vegan alternative stocked at Waitrose. In addition , several UK supermarkets are now supplying ketjap/kecap manis – an Indonesian sauce that can be used as a plant-based alternative to oyster sauce made from soybeans, grains and palm sugar.

So, what should brands that are looking to venture into seafood alternatives consider before wading in? One area that shouldn’t be overlooked is health benefits. Fish and seafood are good sources of vitamins and minerals, and the NHS recommends eating two or more portions a week as part of a balanced diet.

Around half (48%) of consumers are motivated to try a new product based on its health benefits and 25% are interested in buying food that is nutrient-dense. Therefore, it’s important to highlight health benefits as well as environmental impact.

Brands looking to succeed in the plant-based seafood market should ensure their products’ nutritional benefits are highlighted, especially those that would normally be expected from fish and seafood, such as omega-3 fatty acids. While flavour and texture remain key challenges for the seafood alternatives category, ensuring that messaging on pack resonates with consumers will be critical for the plain sailing of the vegan seafood industry.

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