Emphasis on naturalness

The excitement around plant-based alternatives is beginning to subside as consumers shift toward more natural, wholesome options. This change reflects a growing demand for transparency and simplicity in food choices.

Consumers are increasingly looking for plant-based products with clean labels and recognizable ingredients, free from artificial additives and preservatives. They want to know exactly what’s in their food and where it comes from, favoring brands that emphasize authenticity and integrity in sourcing.

Amid this shift, fava beans are emerging as a popular plant-based protein. Rich in protein, essential nutrients, and dietary fiber, fava beans are gaining traction as a healthy and sustainable choice for consumers focused on both nutrition and clean eating.

Between 2022 and 2024, plant-based foods, beverages, and supplements containing fava beans have seen a compound annual growth rate (CAGR) of 11%. Germany, the UK, and Finland are leading the trend, with Switzerland experiencing the fastest growth (+108%) among the top 10 countries.