The Plant Based Foods Association (PBFA) and The Good Food Institute (GFI) recently conducted a comprehensive survey to examine consumer attitudes and behaviors toward plant-based proteins.
The survey, which included 1,500 Americans aged 18-65, was carried out in late 2023. The results, compiled into a detailed report by Dig Insights, provide valuable insights into the current landscape, health perceptions, and barriers within the plant-based protein market.
Current Landscape
According to market analysts, the plant-based protein market has experienced consistent YOY growth and is projected to continue at a CAGR of 8.6% until 2034. Despite this, many consumers remain unfamiliar with plant-based proteins, suggesting a large potential market waiting to be tapped. While veganism initially boosted the popularity of plant-based diets, non-vegan consumers now incorporate plant-based products into their diets for a wide range of reasons.
Health Perceptions
A significant barrier to the adoption of plant-based proteins is the perception of health. Approximately 30% of consumers believe plant-based products are less healthy than their animal-based counterparts.
However, the survey revealed that 64% of consumers, particularly younger demographics, are actively seeking to increase their protein intake. 91% of those who try plant-based proteins report satisfaction with the taste and texture, indicating a positive experience once consumers overcome initial reservations.
Barriers and Opportunities
Taste and Texture Concerns: The survey highlighted that 54% of consumers are deterred by concerns over the taste of plant-based products, while 42% are put off by the texture. This indicates a need for brands to focus on improving and promoting the sensory appeal of their products.
Visibility in Stores: Many consumers find it challenging to identify plant-based products in grocery stores. Only 37.9% of respondents find it easy to locate plant-based meat, pointing to an opportunity for better product placement and signage.
Sample Promotions: Offering free samples can be an effective strategy. 31% of consumers indicated they would purchase plant-based meat if they could try it first and liked the product.
Education and Familiarity: Enhancing education and visibility is crucial to bridging the familiarity gap. Promoting the benefits of plant-based proteins in grocery stores and restaurants can help increase consumer acceptance and trial.
Demographic Insights
The survey found notable differences across demographic groups. Gen Z and younger millennials are the most familiar with and willing to consume more plant-based proteins. In contrast, Gen X consumers are the least familiar and least likely to try plant-based proteins. Additionally, those following non-traditional diets, such as vegan, vegetarian, and flexitarian, are more likely to consume and demand plant-based options.
Consumer Behavior
The trend towards increasing protein intake is clear, with 64% of respondents seeking to consume more protein. Younger millennials (ages 26-35) lead this group, with 75% actively trying to boost their protein intake. Despite this, familiarity with plant-based proteins remains limited, except for plant-based milk, which is well-known to many consumers.
In retail and restaurant settings, consumers prefer plant-based options to be integrated alongside conventional products for better visibility. Proper labeling and promotions in restaurants can also encourage more consumers to try plant-based proteins.
Sustainability Perceptions
Environmental benefits are a significant factor for many consumers, with 38% believing plant-based foods are better for the environment. However, 46% think they are about the same as animal-based foods. There is a considerable opportunity to educate omnivores and carnivores on the sustainability advantages of plant-based proteins, which could increase their willingness to incorporate these products into their diets.
Opportunities for Growth
Retail Strategies: Integrating plant-based products with conventional items but grouping them separately can improve visibility. Sampling programs can introduce consumers to new products and drive trial.
Restaurant Strategies: Clear labeling of plant-based dishes with specific menu descriptions can make these options more attractive. Promotional deals can also incentivize consumers to try plant-based menu items.
Educational Initiatives: Increasing consumer awareness about the health and environmental benefits of plant-based proteins is essential. Addressing misconceptions about taste and texture through sampling and taste tests can help change consumer perceptions.
Download the full report here.
