On this page:

• A bounty of plant-based alternatives
• Dietary identities of Australians
• Are plant-based products healthy?
• Choosing wisely: plants vs 'plant-based' 
• Meat labelling – what's the alternative?
• 'Plant-based' often means pricier
• Our survey

Today you can find a ‘plant-based’ or ‘vegan’ claim on a dizzying array of food products, from lasagne, lollies and yoghurt to condensed milk, shredded cheese and schnitzels.

We take a look at the growth in the plant-based alternatives market, and what’s behind it. 

We also look at people’s perception of plant-based labels on packaged food, how plant-based alternatives compare with their conventional versions and what to consider when buying packaged foods labelled ‘plant-based’ or ‘vegan’.

A bounty of plant-based alternatives

The number of new plant-based products on supermarket shelves has visibly increased, but the category where this is perhaps most evident is plant-based meat alternatives.

Thomas King, CEO of independent think tank Food Frontier, tells ÌÇÐÄVlog that its 2020 State of the Industry report shows that Australia’s plant-based meat industry grew exponentially from 2019-2020, doubling its manufacturing revenue and jobs.

“The number of new products in supermarkets like meat-free burgers, sausages and ready meals, also doubled in that time, with the category seeing 46% sales growth in retail,” says King.

Australian supermarkets now offer more than 250 plant-based meat alternative products, “more than half of which are made by Australian companies”, he says.

So what’s behind this growth?

Dietary identities of Australians

The majority (79%) of Australians consider themselves to be omnivores (eat food of both plant and animal origin), according to our survey.

A further nine percent consider themselves to be ‘flexitarian’ (eat a primarily vegetarian diet, but occasionally eat meat or fish) and three percent consider themselves pescatarian (eat fish, but not meat).

So although just five percent and two percent of Australians identify as vegetarian and vegan, respectively, it’s clear there’s a trend in this direction. 

For many, the transition to a predominantly plant-based diet is fairly recent. More than half (55%) of those we surveyed who follow a vegan or vegetarian diet have been doing so for less than five years.

Even many people who aren’t giving up meat altogether are cutting down. Last year, the University of Adelaide found that nearly one in five (19.8%) Australians were consciously reducing their meat consumption. 

And according to a nationally representative survey by market research group Colmar Brunton, health is the number one reason so many Australians are choosing to eat less meat (closely followed by the environment, animal welfare, cost and increasing variety of plant-based options available in a four-way tie).

Are plant-based products healthy?

The wholesome-looking labels of plant-based foods – often in earthy tones of green or brown, sometimes with images of leaves – conjure up images of goodness. 

Most of us aren’t eating enough vegetables and legumes, so choosing products labelled ‘plant-based’ or ‘vegan’ may seem like a sensible option. And our survey found that almost half (46%) of Australians believe packaged foods labelled ‘plant-based’ are healthy. So are they?

What the research shows

In 2020, Food Frontier carried out a nutritional analysis of conventional processed meats and 95 plant-based meat alternatives.

“[This research] showed that, when compared like-for-like with conventional meat sausages, burgers, bacon and poultry (crumbed and un-crumbed), plant-based meat alternative products are on average nutritionally comparable or superior,”says King.

“For those Aussies seeking to reduce their meat consumption who still want a burger to throw on the barbeque – plant-based meats can serve as a healthier alternative.” 

Plant-based alternatives may contain more dietary fibre and lower saturated fat on average than equivalent conventional meat products, and be considered a healthier alternative. But bear in mind that we’re talking about sausages, burgers, bacon and schnitzels – meats that global health authorities suggest everyone avoids, even if they don’t follow a plant-based diet.

Some would argue that a sausage is still a sausage – a ‘sometimes food’ –- whether it’s plant or meat based. And sugary confectionery is never going to be good for you, even if it’s labelled ‘vegan’. 

Choosing wisely: plants vs ‘plant-based’ 

Eating more whole foods from plants – think fruit, vegetables, legumes, grains, nuts and seeds – is always going to be a healthier option than including more processed products in your diet, even if they’re plant-based.

A key reason dietary guidelines recommend we include meat and certain dairy foods in our diets is because they offer beneficial amounts of nutrients. Meat, for example, gives you protein, iron, zinc, vitamin B12 and essential fatty acids, among other nutrients. And milk, yoghurt and cheese are a good source of many nutrients including calcium, protein, iodine and vitamin D. 

Meat-free diets may need to be planned

Some of these nutrients can be harder to obtain from some vegetarian or vegan diets, and a bit more planning is required. So if you’re replacing these foods entirely with plant-based alternatives, it’s worth consulting a health professional such as an accredited practising dietitian, to make sure the alternatives you choose are suitable and give you a balanced diet.

Meat labelling – what’s the alternative?

A senate inquiry into the definitions of meat and other animal products was established in June this year by Nationals senator and former butcher Susan McDonald.

She was concerned that the Australian meat industry could be negatively affected by the plant-based food industry appropriating labelling terminology such as “meat” and “beef”.

To inform the process, Food Frontier reviewed the labelling of 252 meat alternatives sold in major supermarkets. It found that although about a third (34%) of products use an animal meat term in their product name, this term is modified in more than a quarter (26%) of products to indicate they’re meat-free (e.g. ‘beefy’, ‘chickenless’, etc). The majority (89%) don’t use animal depictions on the front-of-pack label.

In its submission to the inquiry, the ACCC said that it “has not received information that demonstrates that the labelling of plant-based substitute products is an issue causing consumer detriment”.

The law is clear, says ÌÇÐÄVlog

Erin Turner, ÌÇÐÄVlog director of campaigns & communications, has this advice for consumers.

“The Australian Consumer Law is clear – companies can’t mislead or deceive their customers,” says Turner. “There are strong penalties in existing laws for companies that do lie to their customers.

“If you’ve seen a claim from any company that you think is misleading you can raise a complaint with the ACCC.”

‘Plant-based’ often means pricier

Plant-based processed foods are often more expensive than their meat-based alternatives. 

One reason is that they may require unique ingredients to create a palatable texture or flavour, and those ingredients may be more expensive than those used in the alternatives. Different processing methods and facilities, lack of economies of scale, and extra supply-chain and distribution costs can also push up costs. 

Whether it’s for those reasons, or simply opportunistic marketing designed to appeal to plant-based-conscious consumers wanting to make a quick and easy decision, there’s no shortage of examples of ‘plant-based’ or ‘vegan’ versions of near-identical foods that have premium price tags.

Nanna’s regular fruit snack pies cost $0.89 per 100g, for example, whereas its ‘vegan friendly’ version costs $1.78 per 100g.

Chris’ regular guacamole dip costs $1.75 per 100g whereas its plant-based version is $2.00 per 100g.

The Natural Confectionery Co. Fruit Salad Soft Jellies cost $1.67 per 100g, whereas the vegan alternative costs $2 per 100g.

And Nestlé Milo costs $1.52 per 100g whereas its plant-based version costs $1.77 per 100g.

The plant-based revolution has even led some companies to bring out a ‘vegan’-labelled product (with associated price hike) when a plant-based version existed already.

For instance, Praise 99% Fat Free Traditional Mayo (which is suitable for vegans) costs just $0.90 per 100g whereas Praise Vegan Mayo costs $1.25 per 100g.

Our survey

ÌÇÐÄVlog surveyed 1096 Australians on a range of topics, including plant-based eating, between 15 and 29 March 2021. 

The data has been weighted to make sure it is representative of the Australian population according to the 2016 ABS Census data on age, state, sex, household income and education.

The post Plant-based eating appeared first on ÌÇÐÄVlog.

Both Coles and Woolworths are catering to this growing group by offering a plant-based Christmas roast. 

To find out how tasty they are and whether these plant-based alternatives are something you’d actually want to serve as part of your festive feast, we put them to the test. 

We cooked up both options and asked 17 ÌÇÐÄVlog staffers to assess them based on appearance, smell and taste. 

Coles Plant-Based Christmas Roast with Sweet Chutney

• RRP: $12
• Weight: 800g
• Serves: 5
• Health star rating: 4 stars

How tasty is it?

Eleven of our 17 triallists said they liked the taste, three loved it and three said they disliked it. Generally people commented on its soft texture said it was well-flavoured, but that it was closer to a meatloaf than a Christmas roast.

Here’s what they had to say:

• “Good mouthfeel. Chewy and has flavour. Sauce is a good addition.” – Kim Gilmour, vegetarian.
• “Odd aroma but texture is OK. Is actually quite pleasasnt, but would consider it more as a side than a main.”  – Kate Bower, omnivore and meat lover.
• “Subtle herby taste, texture is strangely soft. Unpleasant.” – Jim Hook, vegan.
• “Tastes a bit like a sausage roll.” – Erin Farrugia, omnivore.
• “Spongey and moist. I really liked this one! It was packed with flavour and had a lovely smooth mouthfeel. Herby and a chicken-like taste that wasn’t offensive. Really lovely smokey sauce around it.” – Genna Houteas, omnivore.
• “Seasoned well but a confused texture. It has a long way to go before I’d be touching that on Christmas day.” – Patrick V, omnivore.

Would you eat this as part of your Christmas feast?

Six of our 17 triallists said they would eat Coles Plant-Based Christmas Roast on the big day or as leftovers on Boxing Day. However, generally people thought it wouldn’t compete with other festive dishes and suggested making a different vegan dish to serve instead.

Woolworths Plant-Based Christmas Roast with Cranberry Glaze

• RRP: $15
• Weight: 500g
• Serves: 4
• Health star rating: 4 stars

How tasty is it?

Thirteen out of 17 triallists said they disliked it, three liked it and one loved it. Generally people said they didn’t enjoy the texture as it was too chunky and grainy.

Here’s what they had to say:

• “Smells and tastes like onions. Chewy texture but breaks apart fast in mouth.” – Jim Hook, vegan.
• “Appearance is good. Aroma is nondescript and it’s flavourless with a grainy texture and floury aftertaste.” – Denis Gallagher, omnivore.
• “Tastes like compressed multigrain bread. Chunky stuff.” – Matt Steen, omnivore.
• “Flavourless, has a slight aftertaste but lacks oomph and seasoning.” – Kim Gilmour, vegetarian.
• “Tastes like rabbit food, or like I’ve licked the floor of a barn.” – Jonathan Brown, omnivore.
• “Has more of a vegetable taste than a ‘meat’ taste. Too grainy, not a smooth feel.” – Melanie Stopic, omnivore.

Would you eat this as part of your Christmas feast?

Eleven of our triallists gave a firm no. Generally, people said there were tastier vegan options that they’d rather serve or eat on Christmas day.

Verdict

Overall our triallists preferred the taste of Coles’ plant-based Christmas roast over the Woolies version.

However, if you’re looking for a plant-based option for your Christmas spread, you might be better off trying a different product. 

Jim commented : “As a vegan, I was a little disappointed with both roasts. The flavours were OK, but the texture felt off the mark for both of these. 

“Plant-based products have come a long way in regards to taste and texture, and this feels like a step backwards. 

“I’ve been buying plant-based roasts from smaller businesses and retailers for years, there’s no comparison between the two.”

How we tested

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We set up a blind tasting for 17 ÌÇÐÄVlog staffers (a mix of vegan, vegetarian and omnivores/meat lovers). Each product was cooked in the ÌÇÐÄVlog kitchen lab according to packet instructions. We then assigned each product a code and concealed its brand. 

Our tasters sampled them in a random order. For each sample tasted, people decided if they disliked, liked or loved it. A total of 34 samples were tasted and voted on across the two products. 

The post Coles vs Woolies: Plant-based Christmas roast taste test appeared first on ÌÇÐÄVlog.

Meat is off the menu for an increasing number of people: more of us are choosing to go vegan, vegetarian or flexitarian (meat-free several days of the week). Nearly 2.5 million Australians (12.1% of the population) are now mostly or completely meat-free, up from 9.7% in 2012. 

More meat-alternative products are gracing our supermarket shelves than ever before and even fast-food outlets such as Hungry Jacks and KFC are trialling vegan products on their menus. It seems that plant-based diets are truly going mainstream. 

We put a new plant-based product, Sunfed’s Chicken Free Chicken (available at Coles), to the test to find out whether it’s something you’d actually want to put in your mouth. Ten ÌÇÐÄVlog staffers (a mix of vegans, vegetarians, pescatarians, omnivores and meat lovers) volunteered to put their tastebuds on the line to give you their verdicts.

We cooked up the Chicken Free Chicken (which we’ll now call CFC for short) and asked them to assess it based on appearance, smell and taste, and tell us what they thought of it and whether they’d eat it again.

So, does it taste like chicken?

According to our testers – kind of. The general consensus was that it tasted like overcooked chicken breast or chicken nuggets, and that it was quite dry. The vegans in the group commented that it had a stronger, more ‘chicken-y’ flavour than other similar vegan alternatives they’ve tried. 

Did our testers think it was finger-licking good? Here’s what they had to say:

• “It’s not horrible. It reminds me of cardboard” – Bex (pescatarian)
• “It tastes like chicken that is a little bit overcooked then reheated” – Amira (pescatarian)
• “Tastes quite chicken-y” – Steve (vegan)
• “DRY. Not like a succulent piece of chicken at all! It sucks up my saliva. Lots of chewing necessary to get it down. Needs sauce. Chicken-ish flavour stays throughout the long chewing endeavour” – Christina (vegetarian)
• “I like it. Similar to a chicken nugget. Tastes somewhat like chicken but quite dry and overcooked. Chicken should be juicy. But I would be happy with this in my burger” – Eleanor (omnivore)
• “It reminds me of crispy chicken” – Brendan (vegan).

Would you eat it again?

Nine out of our 10 taste testers said they’d eat Sunfed’s CFC again, despite any misgivings they may have had about it. Generally, people felt that it would be better as part of a stir-fry, curry, or burger, than eaten by itself, particularly as it doesn’t hold its shape well during cooking.

Here’s what they said when we asked them whether they’d eat it again:

• “I think so. I couldn’t imagine roasting it, or making a stir-fry with it, but it’s all right. I would miss the tasty chicken skin, though. But yeah, it is tasty and I would eat it again” – Marianna (meat lover)
• “Yes. I like that no chicken was harmed in the making of this meal” – Eleanor (omnivore)
• “Yes. It’s actually quite nice! It would be nice in the context of a whole meal like a burger or Mexican food” – Linda (pescatarian)
• “Yes, but cut up into small pieces, not as a chicken fillet or thigh replacement for meat eaters” – Christina (vegetarian)
• “Sure. Not if I was looking forward to a roast chicken dinner, but as an addition to a stir-fry or some other dish that calls for chicken, then no problem” – Scott (omnivore)
• “Probably not” – Amy (omnivore).

So what’s in it?

Based on yellow pea protein, CFC is gluten-free, soy-free and GMO-free. It’s made in New Zealand from local and imported ingredients.

It’s 36.1% protein. By comparison, cooked skinless chicken breast is about 29% protein.

Here’s what it’s made up of:

• Water
• Pea protein (43%)
• Rice bran oil
• Pea fibre
• Pumpkin
• Natural yeast extract
• Maize starch.

Where can I get my hands on some?

You can find it in the chilled meat section of Coles supermarkets. 

At $11 for 300g, it’s quite a bit more expensive than conventional chicken – and more expensive even than organic chicken. Some taste testers thought the price was a bit high. 

“You might as well just eat a whole bunch of veggies. It’d be half the cost,” said Bex. 

However, Brendan commented: “As a vegan, you don’t just want to eat a plate of veggies all the time – sometimes you want a bit of added texture and flavour. This is better than other meat substitutes I have tried.”

The post We taste-test vegan Sunfed Chicken Free Chicken from Coles appeared first on ÌÇÐÄVlog.