Market Disruption: Leveraging Plant-Based Trends to Stay Ahead
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Curious how plant-based trends can elevate your brand's customer experience? Unlock transformative insights with Suzy!
By: McKenzie Lawton, Director of Qualitative Operations
Plant-based diets are no longer a niche trend but a significant movement reshaping our landscape. Understanding attitudes and preferences becomes crucial as more consumers shift towards plant-based eating. What drives this change? Is it health, sustainability, or simply the desire for variety?
As a vegan, I’ve been so excited by the growth in plant-based offerings, but I also want to examine consumer attitudes and uncover insights we can learn from. At 23, I could have never imagined that I could get a burger at Burger King or have breakfast options at Dunkin. The plant-based market is expected to grow to $160 billion by 2030, so you may want to reconsider if you’re skeptical. In Suzy’s research, we found that 79% of consumers think sustainability practices for the food and beverage industry are very important, and 69% are more likely to buy a food and beverage product if they are educated on its sustainable benefits.
So, let’s explore the motivations and behaviors behind the plant-based revolution.
Why are consumers seeking plant-based options?
Factors like health consciousness are fueling the rise in plant-based products. Many individuals opt for plant-based diets to improve their overall well-being, seeking the benefits of lower cholesterol, reduced risk of heart disease, and better weight management. A 2024 study published by the journal Diabetes, Metabolic Syndrome and Obesity: Targets and Therapy found after a systematic review of relevant studies that vegan and vegetarian diets have a positive impact on BMI.
Environmental and ethical considerations are also factors. Growing awareness of climate change means consumers are increasingly mindful of their ecological footprint. The meat industry contributes to greenhouse gas emissions, and by choosing plant-based alternatives, people feel they are making a tangible difference. Documentaries such as Cowspiracy and What the Health has highlighted the conditions within factory farms, prompting a different shift in consumer behavior.
Plant-based: it’s not just for vegans anymore
This trend extends far beyond those who abstain from animal products entirely. Flexitarians—individuals who primarily follow a plant-based diet but occasionally consume meat or fish—significantly contribute to the growing demand for plant-based options. Plant-based eating is becoming mainstream, appealing to a broader audience than ever before.
For example, we found that just over a third (37%) of consumers say they have never eaten plant-based meat before. That leaves a whopping 63% that eat plant-based meat at least some of the time.
Plant-based trends give consumers unprecedented flexibility and diversity. By catering to non-vegans, brands can reach a wider market, offering products that fit seamlessly into various lifestyles and dietary preferences.
Whether it's a plant-based burger that sizzles on the grill just like its beef counterpart or a creamy oat milk that enhances a morning cold brew, these products need to integrate effortlessly into familiar routines, making the transition smoother and benefitting new offerings in the space.
Plant-based diets offer flexibility without sacrifice
With the rise of plant-based chefs, celebrities, food festivals and cooking shows, the possibilities have been showcased to meat eaters. No longer is the impression that plant-based diets are bland and restrictive—they can be enjoyable, indulgent and fun.
The significance of plant-based foods' mass appeal cannot be overstated. The plant-based movement fosters a more inclusive food culture by transcending dietary labels and reaching a diverse consumer base. This inclusivity supports individual health and environmental goals and drives innovation and growth within the food industry.
Why should you care?
Plant-based trends are a multifaceted movement that extends beyond veganism, capturing the interest and palates of a diverse consumer base. As this trend continues to evolve, it promises everyone a healthier, more sustainable, and inclusive food future.
For brand researchers and marketers, recognizing and leveraging these synergies is key to tapping into this dynamic market and driving growth, ensuring you’re well-positioned to lead. Now, go off and align with consumer values, foster loyalty, and drive growth!
Learn your customer’s motivations with Suzy.
