January is habitually the time of year when we all make promises to get fitter and healthier. It used to be primarily about signing up for a gym membership before sheepishly cancelling a few months later as all those good intentions slipped quietly away.

But in the last decade or so the month of January has become a money spinner for more than just the fitness sector. Dry January and Veganuary are now embedded in our culture, and both have created massive opportunities for food and drinks manufacturers to attempt to cash in on our virtuous spend.

Right now, our supermarket shelves are piled high with a burgeoning range of zero alcohol beers, wines and spirits and fridges are freezers groan with a plethora of vegan options that boggle the mind. Competition is fierce especially this year when health isn’t the only motivator.

The cost-of-living crisis might have been largely ignored during the festive period as trading updates from the big supermarkets suggest most of us indulged in our favourite food and drink over Christmas, but as credit card bills land on doorsteps price is once again in focus.

SEEK CHEAPER OPTIONS

I’ve spoken to number of friends and family who are cutting back on alcohol and meat to cut their grocery bills.

Let’s push alcohol to one side and focus on food and plant-based products. A recent survey on food trends carried out by US research company Datassentials found that 40% of consumers were planning to buy these products this year.

It’s a multi-billion-dollar market and Beyond Meat (BYND:NASDAQ) is one of the most recognisable players in the sector. But for investors it’s not exactly lived up to the hype.

Down a staggering 93% from its share price peak in July 2019, the company’s financials seem to have more in common with a tech start-up than with other global food manufacturers.

Its fall from grace will have been a blow for investors seduced by the hype and glossy marketing.

With a focus on growth rather than profitability it has undoubtedly been a victim of last year’s supply issues and cost pressures despite the reopening of hospitality businesses which make up a good chunk of its revenues. Beyond Meat’s losses more than doubled again last year and competition has become more intense.

While it has signed strategic partnerships with both McDonald’s (MCD:NYSE) and Yum Brands (YUM:NYSE) to develop new lines, right now Beyond Meat is pretty much just about its core burger. And that’s a big issue when some of the world’s biggest manufacturers are chewing off market share.

DON’T IGNORE THE TRADITIONAL PLAYERS

Established players like Unilever (ULVR), Tyson Foods (TSN:NYSE) and Nestle (NESN:SWX) have deep pockets, better distribution and established manufacturing capabilities which can enable them to charge the consumer less.

That’s important because the 2023 Food Trends report found that one in five people who had previously tried plant-based meat don’t plan to buy it again, with price being one of the primary reasons for that decision.

Beyond Meat fully understands there is a lot of work to do if it’s to achieve the objective of being a long-term protein player in the industry. It needs to bring costs down to appeal to flexitarians more concerned with budget than with ideology.

But ideology has a part to play, and the plant-based trend isn’t just about meat, non-dairy milk is also a massive part of this equation.

With the plant-based milk market expected to surpass $123 billion by 2030 according to data from Strategic Market Research you might be forgiven for wondering why shares in one of the biggest names in the sector slumped over the past 18 months. This includes Swedish food company Oatly (OTLY:NASDAQ), down 91% from its June 2021 peak.

Oatly is faced with some of the same issues as Beyond Meat, though it is a more established player and revenues have continued to grow despite what it called ‘production challenges’, a strong dollar and, until recently, Covid restrictions in Asia.

The company, which produces alternatives to dairy products from oats, has placed its foot firmly on the brakes when it comes to its future growth strategy, opting for a more moderate approach in a world of high inflation and higher interest rates. Spending less, getting leaner and in turn, it expects, more profitable.

SHARE PRICE REBOUND

Like Beyond Meat it has enjoyed a New Year boost on the stock market, with shares in both companies bouncing back by more than 25% year-to-date. But can the January bounce be sustained throughout the year? The plant-based market is undoubtedly filled with opportunities, even with the current budget squeeze being felt by households across  the globe.

Price will always be a factor and size, can be a big advantage during difficult times as can diversification. That’s why investors may be more inclined to focus their attention on producers that show the plant some love but also know some consumers want real meat and dairy too.

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