The rapid growth of plant-based foods in retail and on restaurant menus has many in the food and foodservice industries questioning if the interest in plant-based food is a passing fad or a long-term trend. A new study by the NPD Group addressed this issue and found that the answer depends on the consumer and their reasons for consuming plant-based foods in the first place.
Millennials (born 1981-1996) are the top consumers of plant-based meat alternatives, according to NPD. This generational group has adopted plant-based meat alternatives as a way to indulge sensibly while addressing their long-term health goals and animal treatment concerns. Generation X (born 1965-1980) is also a core consumer group of plant-based meat alternatives, and because many in this group are parents of Gen Zs (born 1997-to present), they raised their Gen Z children on plant-based foods and beverages, notes NPD. Boomers are decelerating their consumption of plant-based meat alternatives but are the top consumers of plant-based dairy alternatives.
Since the core consumer groups of plant-based dairy and meat alternatives are younger, NPD forecasts that plant-based foods, to varying degrees, do have staying power. NPD’s study also found that plant-based food consumption is not about rejecting traditional protein sources, since about 90% of plant-based users are neither vegetarian nor vegan, noting that consumers want options.
“First and foremost taste is king when considering entering the plant-based foods category. Attributes such as health and convenience go far to drive consumption, but if the flavor profile falls below consumers’ expectations, then the product will likely have a short run. Whether it’s marketing a plant-based burger that reproduces the meat-eating experience or a dairy alternative that has the taste and texture of milk, consumers now have substitution without sacrifice,” explained Darren Seifer, Food and Beverage industry analyst at NPD.