ir demands,” Drakes’ general manager of fresh food Tim Cartwright told Inside Retail.  “As V2’s first supermarket partner, we have devised a strong strategy to ensure consumers are able to easily access these products to create family favourite meals with plant-based protein.” Drakes launched V2foods’ plant-based range into its stores in 2019, and expects the segment to eventually make up around 10 per cent of the total protein market in Australia. The new displays come as the demand for plant-based options grows, with more Australians starting to experiment with alternative diets following the pandemic, which led many people to question their spending and lifestyle habits. According to forecasts by GlobalData, the alternative meat market’s value in Australasia is expected to jump 570 per cent in the next few years, reaching $1.4 billion (US$912 million) in 2025.  “The plant-based sector in Australia is thriving,” V2food’s general manager of Australia and New Zealand Nathaniel Tupou told Inside Retail.  “Consumers have made it clear that they want more variety when it comes to choosing their protein options, and plant-based protein plays a crucial role in diversifying our food system. Increasing the visibility of the plant-based category drives awareness and conversion of alternative protein options, and makes it easier for customers to make sustainable food choices.” Source: Supplied. The young leading the way According to a recent report by Macquarie University, the young are leading the charge on healthier eating options, with Australians aged between 18 and 25 increasingly subscribing to the ‘climatarian’ diet: that is, a diet with a low environmental footprint.  “People are more aware of where their food comes from and the impact this has on our environment,” Tupou said.  “The climate crisis has had a direct impact on thousands of Australians, particularly over the last few years with the floods and bushfires. We know the intent [to buy] is there, which is why it’s important to make these products more easily accessible.” To this point, Tupou noted that the creation of plant-based products tends to have a lower environmental footprint than animal-based proteins, and that V2foods specifically has a plan in place to become carbon negative in the coming years. In recent months, the price of meat, which has traditionally been cheaper than plant-based proteins, has started to rise, due to the ongoing supply chain crisis impacting meat farmers across Australia. This could make plant-based proteins more attractive.  However, Tupou said there is room in Australia’s supply chain for both kinds of protein. In fact, he believes that having both animal- and plant-based proteins available would serve to strengthen the overall supply chain, as having a range of options allows for more choice for consumers while preventing empty shelves due to supply constraints. The more the merrier While Drakes is pushing plant-based options in the grocery sector, with rivals Woolworths, Coles, Aldi and IGA offering their own ranges, players in the fast food industry are also finding ways to join the meat-free movement.  For example, Lord of the Fries recently launched a limited-edition plant-based schnitzel menu in collaboration with Harvest Gourmet, while Domino’s has released a range of meatless pizzas with Impossible Foods.  McDonald’s McPlant burger, made in collaboration with Beyond Meat, also recently arrived in Australia as a trial offer, while Soul Burger partnered with Future Farm to create its own range of plant-based burgers.  “The plant-based market as a whole is experiencing rapid growth, especially plant-based protein alternatives,” Cartwright said.  “It’s clear that our competitive Australian retail landscape has dialled in on heightened consumer interest in all plant-based foods, especially those that are Australian-made.“