The State of Plant-Based Demand

Alt-Dairy Series

Explore the factors driving plant-based demand, including:

• Increased consumer interest in health and wellness
• Growing concern about environmental sustainability
• Shifting demographics

What’s behind the surge in plant-based purchases? Here are three trends:

1. Interest in health and wellness

2. Environmental concerns

But consumers want to make sure companies validate their plant-based claims, according to Mintel. If plant-based claims follow the same path as all-natural, it will not be enough to simply label food as “plant-based” for the long-term. Brands will be expected to prove that their plant-based products and ingredients are better for people and the environment.

3. Shifting demographics

Younger consumers are driving much of this change, as nearly three-quarters (73%)⁵of Gen Z consumers are willing to pay more for sustainable products, for example. These generations are vital for future growth, as Gen Z and millennials make up 63% of the global population⁶ and have nearly $350 billion in combined spending power in the U.S. alone.⁷  Plant-based ingredients are also appealing to consumers who are motivated by healthy foods that offer more convenience, such as prepared foods and meals, according to Mintel.

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