Plant-based alternate options present promise however repeat purchases lag


  • 33% of customers are attempting to pick out nutritious and wholesome meals decisions “rather a lot” of the time, whereas 48% put within the effort “some” of the time
  • About one-in-10 customers classify themselves as vegan or vegetarian, whereas one other one-in-10 declare to be flexitarians
  • 42% of customers put at the least some effort into choosing plant-based meals choices

The grocery trade is constant to discover plant-based alternate options, nonetheless, understanding the panorama might be complicated in response to new analysis from FMI — The Meals Trade Affiliation.

Whereas the expansion of plant-based merchandise continues to blow up onto grocery retailer cabinets, there’s blended acceptance amongst buyers. There are a lot of plant-based meat and dairy (milk, yogurts, cheeses, and dessert) alternate options, and even poultry and seafood plant-based gadgets are making an look. 

Nonetheless, FMI stories that the time period “plant-based” isn’t clearly outlined, even within the well being and diet world. 

Moreover, there isn’t any regulatory definition for “plant-based,” though the Meals and Drug Administration (FDA) is within the strategy of growing steering paperwork addressing the labeling of assorted plant-based merchandise. The FDA is predicted to publish draft steering addressing the labeling of plant-based alternate options to different animal-derived meals, together with meat and poultry, by the top of 2023.

“Normally, the idea is all about consuming extra meals from crops and fewer meals from animals, however not essentially eliminating issues like meat, poultry, seafood, eggs, and dairy altogether.” 

For some folks, plant-based can result in a vegetarian or vegan manner of consuming, however for many, this idea opens the door for a extra versatile strategy that may be personalised, sustained, and probably confirmed very helpful to general well being and well-being, FMI mentioned. 

Different key findings from the FMI report embody: 

  • Style is probably the most ceaselessly talked about motive for repeat consumption and the main
  • barrier to trial of plant-based various meals and drinks
  • Curiosity has generated the trial of many plant-based various meals and drinks as buyers are searching for selection as they proceed to organize their very own meals and eat at residence
  • As many consumers proceed to place at the least some effort into making nutritious and wholesome meals decisions, plant-based meals and drinks are strongly related to wholesome consuming, ceaselessly cited as a motive to strive plant-based various meals 
  • About four-in-10 buyers have to contemplate allergy symptoms, intolerances, or sensitivities when looking for meals, which impacts trial and continued consumption of plant-based various meals and drinks amongst some customers
  • Buyers who’re common customers of plant-based various meals and drinks characterize a profitable phase of buyers as they’re youthful (Gen Z and Millennials), have bigger households with youngsters, are well-educated, have larger family incomes, spend extra on groceries, and ceaselessly store for groceries on-line
  • There may be shopper confusion when defining what’s a plant-based various meals or beverage 
  • Style, together with general well being and dietary advantages, are the highest causes for selecting to eat plant-based various meals and drinks
  • Key product traits of style, not assembly expectations, and texture have been frequent causes cited amongst those that have tried these plant-based
  • various meals and drinks for not persevering with to eat them
  • Another excuse for not persevering with was the price of these merchandise
  • Nearly all of those that are common plant-based various meals and beverage customers say they’ll improve their future consumption of those
  • merchandise
  • Buyers have been divided as to the place within the retailer plant-based meat alternate options ought to be merchandised

Lower than one-half of buyers expressed a willingness to strive new and various kinds of plant-based meals and beverage alternate options. These buyers who’re already consuming some plant-based meals and beverage alternate options are more likely to strive new and various kinds of plant-based alternate options (64%). 

In regards to the analysis

The Energy of Plant-Primarily based Meals and Drinks 2023 shopper survey was programmed in Qualtrics to be administered on-line to a nationally consultant

pattern of 1,062 U.S. grocery buyers who’re 18 years of age or older. The survey was performed between July 21 and July 27, 2023. There’s a most sampling error of+/-3.0 share factors on the 95% confidence stage.

The report additionally leveraged one-on-one interviews with choose contributors from the patron survey, interviews with a bunch of choose retailers and producers, and plant-based gross sales information and insights curated for this report by NIQ.