Once driven largely by health, environmental, and ethical concerns, the plant-based movement is evolving. Today’s consumers are no longer satisfied with simply “meat-free” or “dairy-free” labels — they’re seeking products that feel natural, wholesome, and authentic5.
This shift is pushing brands to move beyond overly processed formulas and deliver plant-based solutions that align with clean-label expectations, offering both transparency and trust.
Why ‘Natural and Authentic’ Matters Now?
Research from the EIT Food Consumer Observatory shows that many consumers are beginning to view plant-based meats, sausages, and burgers with caution, largely due to concerns over ultra-processing4.
While once embraced as healthier and more sustainable alternatives, there is now greater awareness that not all plant-based options meet the “natural” and “authentic” expectations associated with the category.
This shift in perception is driving demand for clean labels. Consumers increasingly look for simple, recognisable ingredients that align with their values6. They want transparency — to know what they are eating, where it comes from, and how it supports their well-being.
Consumers now expect plant-based products to be both healthy and natural. They often value clean labels and simple ingredients over single nutrition claims, yet still want benefits like protein, fibre, and omega-37. Brands that deliver both good nutrition and a less processed product are more likely to earn trust and loyalty.
The Role of Functional Ingredients
Meeting these expectations requires more than just removing artificial additives. It’s about using the right ingredients to deliver both health benefits and authenticity — enhancing nutrition, texture, and taste while keeping products clean-label and minimally processed.
BENEXIA Chia Ingredients – Seeds, Powder & Oil
BENEXIA Chia Ingredients enhance texture, emulsification, and shelf-life while providing allergen-free plant protein and functional omega-3 ALA1. It is rich in omega-3, plant protein, and dietary fibre, supporting heart and gut health, with chia oil offering a sustainable alternative to fish-derived omega-3. Suitable for bakery, snacks, plant-based meats, beverages, and functional bars.
BENEO Rice Ingredients – Starches, Flours & Protein
BENEO Rice Ingredients deliver creamy texture and a fat-mimetic mouthfeel for indulgent taste, alongside clean-label appeal and allergen-free, easy-to-digest nutrition2. These qualities make them ideal for creating smooth, authentic plant-based dairy, soups, sauces, ready meals, and meat alternatives.
Life’s DHA Plant-Based DHA
Life’s DHA Plant-Based DHA delivers a potent, algae-sourced omega-3 without the fishy taste or aftertaste, offering a clean, sustainable, and fully plant-based alternative to traditional fish oil4. Naturally derived from microalgae, it supports heart, brain, and eye health, making it ideal for supplements and functional foods.
With growing demand for natural and transparent plant-based products, brands that use clean-label functional ingredients are best positioned to build consumer trust and loyalty. Prioritising both nutrition and authenticity is key to staying ahead.
Discover how BENEXIA, BENEO, and Life’s DHA can help you elevate your plant-based offerings with quality and integrity.
Contact us today to explore tailored solutions that meet your product goals and consumer expectations.
