Last year, the value of UK free-from market reached £837 million, a growth of 133% between 2013 and 2018. In addition, the UK organic market is now worth £2.4 billion, following eight consecutive years of growth. Flexitarians and their changing eating preferences are now starting to change the food industry.

Flexitarians are here to stay

More and more consumers are proactively avoiding certain ingredients. They are doing so for medical reasons, healthier lifestyle choices, ethical or environmental concerns. Conscious ethical consumers are shifting from their established approach to shopping and want to know more about how and where our food is being produced.

We are now seeing that nearly 50% of UK consumers say they are avoiding certain foods in their households. 56% also say that they are proactively reducing meat, seafood, eggs and dairy. What motivates flexitarians the most are improved health, cost, and the environment. Whilst they might not be sticking to a strictly vegan or vegetarian diet, their buying behaviours are changing.

Flexitarian consumers are consciously reducing meat consumption and increasing their plant-based food intake. Therefore it makes it easier to transition than changing to a full-on vegan or vegetarian diet. Flexitarians are here to stay. And the food retail market needs to adapt to the new attitudes of flexitarian consumers.

Flexitarianism is not just a generational trend

It might seem that flexitarianism and a plant-based diet are a millennial trend. However, the opposite is true – it is quickly gaining traction across all age groups. Plant-based cuisine is particularly popular for being light and good for the planet.

The cattle industry is responsible for 51% of the greenhouse emissions, 91% of Amazon deforestation and water pollution. In contrast, plant-based diets require 16-times less land usage, 13-times less water and produces 50% less CO2 emissions.

Meat and other animal production place a heavy burden on the environment. In fact, raising animals for food produces more greenhouse gas emissions than all forms of transportation combined. And reducing meat and dairy is the single most effective way to improve our environmental impact on the planet.

We at MozzaRisella, are revolutionizing the traditional approach to food through innovative ways of using the sprouts of brown rice. All MozzaRisella products are free from lactose, gluten and soy. In addition, they benefit from the health advantages of using purely sprouted brown rice to maximise nutrition. The products are suitable for everyone – celiac, lactose intolerant, allergic to certain ingredients or those simply wanting to improve their health and wellbeing.

Most cheese substitutes currently available on the market are made with starch, preservatives or colourings. However, we are able to offer healthy products from organic farming – all our ingredients are allowed by the regulation for organic farming and allergen-free.