Younger consumers are plant-based heroes One key point to note from our research is that purchase behaviour varies between age groups. Sustainability is high on the agenda for younger consumers but features much further down the list for those aged over 55. Younger shoppers were also far more likely to identify as flexitarian: 40.6% of those aged 18-24 follow this diet, compared with just 32.9% of those aged over 65. Similarly, there are more vegans in the younger age group with 6.9% of 18-24-year-olds following this diet. This is considerably lower for those aged over 55 with just 0.9% claiming to be vegan. Younger consumers also seem to have changed their purchasing behaviour more dramatically since the start of the pandemic. Almost half (47.4%) of those aged 18-24 (and 48.4% of those aged 25-34) had increased the amount of plant-based products they were buying, compared with just 34.8% of those aged 55-64. It is clear therefore that consumers of all ages are buying plant-based products, but it is especially important for manufacturers to think carefully about younger consumers. This is the group that is most engaged with this market and potentially the demographic with the highest propensity to change their purchasing and dietary habits. *Source: Palsgaard survey of 1,307 consumers in Mexico, France, Russia, USA, and Vietnam, September, 2021 6
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