Plant-based alternate options present promise however repeat purchases lag


  • 33% of shoppers try to pick out nutritious and wholesome meals decisions “lots” of the time, whereas 48% put within the effort “some” of the time
  • About one-in-10 shoppers classify themselves as vegan or vegetarian, whereas one other one-in-10 declare to be flexitarians
  • 42% of shoppers put at the very 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 line with 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 combined acceptance amongst buyers. There are lots of plant-based meat and dairy (milk, yogurts, cheeses, and dessert) alternate options, and even poultry and seafood plant-based objects are making an look. 

Nonetheless, FMI reviews that the time period “plant-based” is just not clearly outlined, even within the well being and vitamin world. 

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

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

For some individuals, plant-based can result in a vegetarian or vegan method of consuming, however for many, this idea opens the door for a extra versatile method 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 purpose 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 patrons proceed to place at the very 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 purpose to strive plant-based various meals 
  • About four-in-10 buyers have to think about allergy symptoms, intolerances, or sensitivities when looking for meals, which impacts trial and continued consumption of plant-based various meals and drinks amongst some shoppers
  • Consumers who’re common shoppers 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 increased 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 widespread 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 shoppers say they may enhance their future consumption of those
  • merchandise
  • Consumers have been divided as to the place within the retailer plant-based meat alternate options needs 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-Based mostly Meals and Drinks 2023 client 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 carried out between July 21 and July 27, 2023. There’s a most sampling error of+/-3.0 proportion factors on the 95% confidence degree.

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