Schouten Europe is introducing a plant-based fish fillet this month. Fish substitutes are on the rise. The number of fish substitutes introduced in Western European supermarkets has grown exponentially in the last two years. This family business based in The Netherlands not only offers its innovation within the retail market but also within the out-of-home channel.
Cod
Schouten’s plant-based fish fillet weighs 120 grams and is created based on wheat and rice. “It is a nice airy product that successfully mimics the taste and texture of cod. The crispy layer, combined with the soft inside, makes it an attractive product,” says Annemiek Vervoort, Product Manager at Schouten. The fillet can be eaten with a hot meal, on a sandwich or as part of a meal of “fish and chips”.
Growing demand for plant-based fish substitutes in Europe and America
The European retail market for plant-based fish is modest in size but is showing strong growth. In 2022, it generated sales of €43 million in Europe, which is considerably lower compared to meat substitutes (€2 billion). The difference, however, lies in the growth rate. While sales of meat substitutes are stabilising, sales of fish substitutes are up by as much as 60% in 2022 compared to 2021. A similar trend can be seen in America.
Moreover, research by Innova shows that within the category of meat and fish substitutes, fish alternatives show the fastest growth in terms of the number of product innovations in recent years.
Fish consumption under pressure
Fish is a popular product, including as a substitute for other types of meat. Nevertheless, the Netherlands Nutrition Centre advises against eating fish more than once a week. This is for health, sustainability and safety reasons. “Plant-based fish substitutes definitely have a future, but the consumer first has to become familiar with the products’ benefits,” says Van den Heuvel. “Consumers generally don’t see the urgency to replace fish as they do with other types of meat.”
Pioneer
In 1990, Schouten started as a pioneer in the development of meat substitutes based on plant-based proteins. The company now markets one of the most extensive and varied ranges in the world and supplies its meat and fish substitutes under private label to more than 50 countries. Schouten also develops many products according to customer demands.
