The three factors consumers need to adopt plant-based foods
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Now that plant-based foods are all over the shelves, what will it take for Americans to adopt them?
In early 2022, Suzy found that people were beginning to cut down on their meat consumption, with 21% of people planning to eat more plant-based foods going forward. The plant-based consumer offers big opportunities for brands. This shopper spends 61% more than the average shopper during a trip to the grocery store. And the category is expected to grow explosively up until 2030. Food and beverage and consumer packaged goods brands have responded in kind, filling the grocery store shelves with plant-based meats and dairy products.
But how interested are consumers in plant-based foods?
To understand more, we recently went back and launched another survey where we asked 1000 Americans about their eating habits and how they felt about plant-based foods. We wanted to learn what interests them most about eating plant-based foods and what holds them back. Here’s what they had to say.
Most Americans are omnivores
The bulk of Americans (57%) say they have an omnivore diet, splitting equally between plants and meat. Next up, 17% of respondents said they eat “mostly meat”. 12% were flexitarian, eating mostly plants and some meat. 5% said they eat only meat, and 2% said they were pescetarians. Only 4% said they were vegetarian, and only 1% said they were vegan.
The interest in plant-based foods
Nearly half (45%) of Americans reported some interest in plant-based foods, with 19% saying they are “very interested”. Perhaps surprising, consumer interest is less about animal welfare and the environment and more about health. Of the consumers most interested in plant-based foods, nearly half (43%) said they saw plant-based foods as healthier. Next, consumers were interested in replacing meat (14%). 8% believe that plant-based foods are better for the environment.
On the other end of the spectrum, 20% said they were “not at all interested”, with a total of 37% of consumers lacking interest in plant-based foods. Taste was the number one reason cited by these consumers (35%). Many respondents expressed a lack of trust that the product would actually taste like meat and didn’t want to eat “fake” food.
The plant-based foods Americans currently eat
The easiest entry point for consumers to start eating plant-based foods and drinks were alternative milks. 40% of respondents said they already drink plant-based milks, and 45% said they’re interested in drinking them in the next six months. Almost a third (28%) of respondents said they currently eat plant-based meats, and 25% said they eat plant-based cheeses.
40% said they’re interested in trying plant-based ice cream in the upcoming months, and 37% said they’re interested in plant-based meat. Only 13% said they weren’t interested in eating plant-based foods.
Consumers perceived barriers to following a plant-based diet
Taste was also cited as the primary barrier for eating plant-based foods by consumers (26%). 19% said they prefer traditional meats and dairy. 18% said prices, and 12% were concerned about quality. 17% said they experience no barriers to following a plant-based diet.
Price may be key for plant-based food adoption
In today’s economic environment, the factor that may get consumers to eat more plant-based foods is price. Over half (52%) of respondents indicated that they would be more likely to buy plant-based meats if they were more affordable than traditional products.
The three factors consumers need to adopt plant-based foods
Brands that are interested in stepping into the plant-based space or want to drive adoption for their current products have some barriers to overcome. But the good news is that Americans are largely open to plant-based diets and foods. Here are some key takeaways from our research:
Flexiblity
Instead of going fully vegan or vegetarian, the typical American consumer is simply cutting back on traditional meat and dairy. According to our research, 14% of respondents use plant-based foods to cut back on meat. That tracks with data from the Plant Based Foods Association who found that 40% of households buy both plant-based and traditional milk, and 98% of the consumers who buy plant-based meats also buy traditional meats.
“I’m interested in plant-based foods in order to lower my cholesterol and saturated fat intake. I still eat meat, but it’s mostly chicken, ground turkey, or salmon with an occasional beef burger or steak.”
A focus on health
Nearly half (43%) of consumers currently see plant-based foods as healthier than other products. Plant-based brands can tap into this important selling point by highlighting nutrients, especially high protein, low calories, and low fat. Brands can also explore how plant-based foods can be part of a varied diet.
“I am interested in [plant-based foods] because they seem to me to be an excellent source of protein and a much healthier option.”
Affordability
The more affordable brands can make their plant-based offerings, the more adoption they will likely see. Price was one of the top three things holding consumers back from eating plant-based foods. It’s also pretty telling that over half (52%) of the respondents indicated they would buy plant-based meat if it was cheaper than traditional meat. Even some consumers that are on the fence about vegan meat could get on board in that case.
“I think plant-based foods would be healthier for you. However, the cost at this time compared to meat is too high. When the price comes down for plant-based foods, we will include much more of it in our diet.”
Discover plant-based consumer trends with Suzy
Curious about what plant-based proteins consumers prefer? Wondering what flavor of vegan ice cream to make next? Ask Suzy. Our end-to-end consumer insights platform integrates quant, qual, and high quality audiences into a single connected research cloud. You can conduct iterative research, with agency-quality rigor, in less time and at a fraction of the cost. Learn more today by booking a demo with our team.
