New products people want to buy & why: Plant-based products

January 23, 2017
2 min read

According to Mintel’s 2017 Food and Drink trend, “Power to the Plants,” the preference for natural, simple and flexible diets will drive further expansion of vegetarian, vegan and other plant-focused formulations. Looking at all of the plant-based products launched in the US in 2016, Mintel has identified the top 10 products with the highest purchase intent, as well as why consumers want to buy them.

Here we highlight three of those new products:

4289531-0_dcddb75469bKashi GOLEAN Crunch Cereal

Kashi GOLEAN Crunch Cereal has been relaunched with a new brand name, being formerly available as Kashi GOLEAN Crunch!. This cereal contains plant protein and multi-grain clusters with a touch of cinnamon. It provides 16g wholegrain per serving, and 9g protein and 8g fiber. It is kosher certified and retails in a recyclable 13.8-oz. pack made from 100% recycled paperboard, bearing a company hashtag.

  • 64% of consumers say that they intent to purchase this product.

3982593-0_dcddb75469bSaffron Road Rosemary Herb Oven Baked Lentil Crackers

Saffron Road Rosemary Herb Oven Baked Lentil Crackers is a halal and non-GMO Project Verified product made with lentils that are high in protein and fiber, and low in fat. It is free from gluten, and contains 5g of plant based protein per serving. It retails in a 4.5-oz. pack, featuring the Facebook, Twitter, Instagram and Pinterest logos.

  • 45% of US consumers report interest in buying this product.

4342557-2_dcddb75469bAncient Harvest Organic Supergrain Pasta Gluten-Free Penne

Ancient Harvest Organic Supergrain Pasta Gluten-Fee Penne has been repackaged. The USDA Organic-certified corn and quinoa pasta is said to have the satisfying taste, texture and appeal of traditional wheat noodles without the wheat and contains 4g plant-based protein per serving. This kosher product is free of gluten and GMOs and retails in an 8-oz. newly designed pack featuring the manufacturer’s Facebook, Twitter and Instagram handles.

      • 44% of Americans say that they would buy this product.

Download the complete top 10 list along with key product insights now.


For more information on this series or Mintel Purchase Intelligence, contact us.

Mintel News

For the latest in consumer and industry news, top trends and market perspectives, stay tuned to Mintel News featuring commentary from Mintel’s team of global category analysts.

More from Mintel
  • Mintel Store
    Mintel Store
    Get smart fast with our exclusive market research reports, delivering the latest data, innovation, trends and strategic recommendations....
    View reports
  • Mintel Leap
    Mintel Leap is a revolutionary new AI-powered platform that will transform your research process....
    Book a demo
Subscribe to Mintel Spotlight
Related articles
May 10, 2024
As Indian consumers become increasingly health-conscious, the salty snacks market is undergoing a significant transformation. The traditional reliance on palm oil as a key ingredient in snacks is being questioned.
May 6, 2024
Mintel reveals how American consumer trends in food, beauty, personal care, and lifestyle are shaped by a delicate balance between health and indulgence, driven by technological advancements.
April 26, 2024
On April 23, 2024, Chicago-based premium convenience stores Foxtrot Market and Dom’s Kitchen & Market permanently and abruptly closed all 35 locations with news of a Chapter 7 filing for…

Download the Latest Market Intelligence