Have you ever heard the term flexitarian? Even though it’s still not widely known, it’s quickly gaining traction on store shelves and in the minds of consumers who want to eat better—without cutting everything out.

But what does it really mean to be flexitarian? If you want to understand the concept, keep reading!

 

What is the flexitarian market?

Being flexitarian means following a diet that’s mostly plant-based, reducing meat consumption without completely eliminating animal-based foods.

This approach blends nutritional awareness with environmental and animal-welfare considerations, but without the strictness of full vegetarian or vegan diets. It’s like keeping “half a door open.”

In Brazil, research shows that flexitarianism already has a strong presence. According to the study “The Brazilian Consumer and the Plant-Based Market 2022”, 28% of Brazilians identify as flexitarian, and 67% reduced their meat consumption in the past year, based on data from The Good Food Institute Brasil.

The study reinforces that flexitarians aren’t a small niche—they represent a consumer profile that’s driving the shift toward plant-based foods. In this way, they serve as a bridge between traditional consumption and more restrictive diets.

 

Why should the industry focus on the flexitarian market?

Today, instead of thinking only about vegetarian products, companies should be asking: Are flexitarians on our radar? Targeting this “new” market is important for several reasons:

1. Growth potential and unmet demand

Even though many consumers seek plant-based alternatives, they often face limited availability. According to a GFI Brasil study, 53% of consumers said they couldn’t find the plant-based products they were looking for.

This reveals unmet demand that the industry can fulfill—gaining a competitive edge.

2. A strategic consumer profile

Flexitarians tend to be more informed, ingredient-conscious, and willing to pay for quality. Serving this consumer requires innovation, transparency, and clear communication—qualities that help brands stand out.

3. A smoother transition

For many companies that already produce conventional foods, shifting to a “flexi” portfolio is less disruptive than jumping straight into fully vegan products.

Innovation can be incremental—adjusting formulations, increasing plant-based ingredients, offering hybrid versions, and more.

4. Reducing regulatory and reputational risks

With increasingly strict environmental and health agendas, aligning production with more sustainable diets strengthens brand image and helps anticipate future regulatory demands.

 

How to prepare your company to serve flexitarian consumers 

It’s not enough to simply put products on the shelf. Entering the flexitarian market requires preparation. If you want to be part of it, follow these steps:

Smart product reformulation

Review your formulations by incorporating flours, dry extracts, fruit powders, and natural ingredients that can partially replace animal-based components. Flexibility can begin with small adjustments.

Research and development

Bring ideas to your R&D team for plant-based versions, with tasting sessions and sensory testing.

Certifications, labeling, and transparency

Be clear: “Contains 30% less animal protein” or “Partially plant-based.” Flexitarian consumers value knowing exactly what they’re eating.

Optimized logistics and distribution

Increase points of access and ensure presence in the channels this audience prefers—e-commerce, natural markets, and plant-based sections in supermarkets.

Educational marketing and communication

Educate consumers about nutritional, environmental, and health benefits. Flexitarians engage with brands that communicate openly and explain their processes.

 

Frootiva® products that support the flexitarian market

Frootiva® Co is a supplier of natural ingredients, offering ideal inputs for companies looking to adapt or develop products for flexitarian consumers. Its portfolio includes:

• Fruit and vegetable powders: ideal for beverages, supplements, and functional foods.
• Dry extracts: concentrated ingredients that replace artificial flavors and additives.
• Fruit nibs: whole fruit pieces that add fiber, texture, and natural flavor.

These ingredients are perfect for:

• Functional beverages with fewer artificial ingredients;
• Snacks and bars with more plant-forward profiles;
• Supplements and nutritional blends combining plant proteins and fruits;
• Yogurts and desserts that aim to replace part of the artificial components with natural fruit ingredients.

By using Frootiva® Co ingredients, your company can accelerate its positioning in the flexitarian market with technical quality, traceability, and a strong plant-based identity.

 

Step into the flexitarian market with Frootiva® products

The flexitarian market isn’t just a passing trend—it’s a behavioral shift shaping how people choose their food.

If your company hasn’t paid attention to this audience yet, now is the time. Adjust processes, review ingredients, innovate with confidence… And you can do all of this with Frootiva® Co products!

At Frootiva® Co, our spray drying process removes water from fruits and plants while preserving their flavor, nutrients, and natural color.

In addition to fruit powders and dry extracts, the Frootiva® Co portfolio also includes vegetable powders.

Want to learn more about our products? Contact us at +55 11 4765-0732 or fill out the form on our website