New consumer insights To gain new and detailed insights, we looked at consumer attitudes to plant-based eating across three plant-based categories: Plant-based milk-alternatives, yoghurts and plant-based frozen desserts. We wanted to understand why people are buying into these sectors and what the areas for improvement are. We commissioned expert researchers to survey a total of 1,307 consumers (from Mexico, France, Russia, USA and Vietnam). The survey was carried out online between 7 – 14 September, 2021). Plant-based hits the mainstream We began by asking respondents whether they had purchased more plant-based products since the start of the COVID-19 pandemic, and 44% of consumers confirmed this was the case. While COVID may have encouraged many consumers to think carefully about their diets, plant-based eating was hitting the mainstream long before its arrival. For example, research in January 2020 showed that UK consumers were increasingly choosing to eat more meat-free dinners, with 29% of evening meals believed to be vegetarian. 3 We are also seeing clear signs that producers are being more creative with their plant-based recipes, for example by selecting from a wider pool of raw materials and using them across a raft of applications. For example, fava beans, often found in meat alternative products, are now successfully being used as a base for dairy-free ice cream. It all goes to show that this market is still in its infancy, with huge opportunities for innovation ahead. The survey also identified a high number of flexitarians, who accounted for 39% of respondents globally – another indication that consumers are trying to incorporate more plant-based food and beverages into their diets. 4
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