In my experience, there is a definite trend towards wanting "less-processed" or "unprocessed" foods, but people often don't know what they really want when they use those buzzwords. I have some patients say "I don't eat processed foods," but when I ask them if they eat bread, yogurt, bagged salad greens, they of course say yes. I am constantly explaining how processing exists on a spectrum, from a whole apple to bagged apple slices to applesauce to apple pie!

I also see people jumping on the pea protein bandwagon, and that obviously has a higher level of processing.

The bottom line is that many consumers are perpetually confused, either not knowing what they want, or wanting something that isn't what they really think it is!

I believe consumers can easily get confused when using too many messages:

• Consume more plants
• Consume sustainable products
• Consume minimal processed products

Consumers are looking for to eat healthier however the message have to be simple and clear.
I would focus on a simple message of consuming more plant based products as a healthy choice.

Are consumers looking to incorporate plant derived ingredients and foods that are more or less processed?
Some of them yes, and some others are not. Price, taste, and availability of the products become the main key reasons.

Do they want or even perceive value in plant ingredients being subjected to high levels of change or are they looking for minimally processed products?
They value the plant ingredients to high level of change, especially if they are health aware and/or having any health concerns.
It's quite niche for the majority of consumers whom really put attention on the food processing part still.

Of course, there will be segmentation. Which segments of the marketplace are stronger right now?
The Young Adults generation / Millennials generation whom already generated their own income and make their own purchase decision in today's era is the strongest to influence their older and their younger counterpart.