The Food Industry Association's “The Power of Plant-Based Foods and Beverages 2022: A Look at Emerging Consumer Perspectives” report finds that more than four in 10 consumers sometimes try plant-based meat analogs.
“More than 40% of shoppers at least occasionally eat a meat, dairy or seafood alternative, but dairy alternative sales are more than twice those of meat alternatives,” shared Steve Markenson, director of research and insights for FMI, in a statement. “The plant-based foods most likely to be regularly consumed by shoppers are naturally plant-based—fruits and vegetables (75%) and beans, nuts, or grains (47%).”
The shopper feedback in the report shows a lack of knowledge about these options. Most shoppers said that the word “healthy” came to mind when thinking of plant-based options, followed by “vegan,” “vegetarian,” “organic,” and “natural.” The research also proposed that a better definition of plant-based categories in the store may improve shopper education; for example, meat alternatives are often found in a separate section, rather than in the meat department.
“Our ethnographic research suggests consumers are seeking out plant-based foods and beverages primarily for both taste and nutrition,” said Krystal Register, MS, RDN, LDN, senior director for health and well-being at FMI, in a statement. “The food industry has an opportunity to provide guidance and educate consumers on overall healthy eating approaches that include plant-based options in alignment with the Dietary Guidelines.”
The research also found that a major characteristic of shopper experimentation with a product is curiosity, and Millennials are more likely than both Gen X and Boomers to put effort into experimenting with or selecting plant-based products.
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