Market & Trends

Four In Ten Consumers Globally Believe Plant-Based Will Replace Meat In Next Decade

According to a new study conducted by GlobeScan and EAT, a science-based non-profit for global food system transformation, 42 percent of consumers worldwide think most people will be eating plant-based food instead of animal meat in the next decade.

“Plant-based diets are on the rise in all regions of the world”

An encouraging 60 percent of consumers claim that they eat healthy food most or all of the time, with a growing number of people identifying as vegetarian or vegan; more than one in five (22%) say that they eat plant-based or vegan food, up from 17 percent in 2019. Interest in trying plant-based diets is also growing across all age groups; 40 percent of Gen Z, 43 percent of Millennials, 37 percent of Gen X, and 28 percent of Baby Boomers reported they were very interested in trying a plant-forward lifestyle.

Milennials with food
© Viacheslav Iakobchuk –

The findings featured in the second edition of the Grains of Truth series reveal the opinions of almost 30,000 consumers in 31 markets around the world across healthy, sustainable, and equitable food provision.

There are significant gaps in some countries between those who are interested in switching to a plant-based diet and those who are already living a plant-based lifestyle. The largest gaps are in Vietnam (38% points), Thailand (37% points), and Brazil (22% points).  

Consumers would pay more for healthy and sustainable

Nearly nine in ten consumers (89%) say that buying environmentally healthy and responsible food is important to them. Two-thirds (64%) claim they are willing to pay more for such products, despite the current backdrop of cost of living.

©Hungry Planet

Speaking about the research, Dr. Gunhild Stordalen, EAT Founder and Executive Chair, said: “The fact that so many people around the world are becoming more interested in eating healthy and sustainable food is an encouraging sign, a few years ago it would be unthinkable that 42 percent of people globally would believe plant-based food will replace meat inside a decade.

“While consumers understand the issues, it is up to everyone else in the food system to act now”

“But the public is starting to understand the escalating climate and nature crises and the dangers it brings to their everyday lives as it intertwines with the pandemic, the war against Ukraine, and the accelerating cost of living crisis. While consumers understand the issues, it is up to everyone else in the food system to act now to help them – access and affordability will play a critical role as the first edition of this report showed last year. EAT-Lancet 2.0 will help to bring the latest science from different fields together to build consensus on targets for healthy, sustainable, and equitable food systems. This is critical to further bending the key trendlines in the right direction.”

Chris Coulter, CEO of GlobeScan, comments: “This timely research provides insight into how rising food prices, Russia’s illegal invasion of Ukraine and climate change have exacerbated consumer fears about food insecurity. Nevertheless, there appears to be a hopeful shift to more healthy and sustainable eating among consumers. Plant-based diets are on the rise in all regions of the world, and consumers are becoming increasingly aware of the link between climate change and food choices.”

To download a copy of the full report, including country comparisons, click here.

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