Consumer preferences

ProVeg International

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Market & Trends

The Generations Fuelling the Plant-Based Market

Consumer habits are changing fast, with Millennials and Gen Z making a significant impact. These generations are increasingly conscious of their food choices and are shaping the future of the food industry through their purchasing power, digital influence, and values-driven consumption. Among these generations, plant-based eating has become more popular, fuelled by concerns about health, sustainability, and animal welfare. According to the latest Smart Protein Project survey, Gen Z has the highest rates of vegetarians (7%), vegans (4%), and pescatarians (5%) in Europe. In contrast, omnivores are more prevalent in the Boomer and Gen X groups.  However, flexitarianism – the practice of reducing meat consumption without eliminating it entirely – is not confined to younger generations. Adoption rates are similar across Boomers (29%), Gen X …

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new food hub ProVeg International

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Market & Trends

How To Build a Loyal Consumer Base for Your Plant-Based Products

In the competitive world of food and drink, brand loyalty is a superpower, says ProVeg International in their latest New Food Hub article. When it comes to the fast-growing plant-based sector – arguably, securing loyalty from consumers becomes even more important. Yet, achieving it among plant-based and flexitarian consumers requires more than just good products – it demands a mix of emotional connection, consistent quality, and practical incentives. Fully plant-based consumers often exhibit strong preferences but are quick to switch if a brand doesn’t meet their evolving standards for taste, sustainability, or price. On the other hand, flexitarians – those exploring plant-based alongside traditional options – seek convenience and versatility, making them less immediately loyal but no less valuable to win over. Why loyalty matters …

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Marketing & Media

Word-of-Mouth is Key Channel in Success of Plant-Based Milks, Finds Study

Research on US consumer preferences for plant-based milk, conducted by New Zealand’s Lincoln University, has found that plant-based milk enthusiasts actively promote these alternatives through word-of-mouth, making them valuable allies in marketing. The study — focused on US consumers, due to the country’s extensive plant-based milk market — was conducted by Dr. Meike Rombach, Dr. Lei Cong, and Associate Professor David Dean and published in Beverages, to provide a framework for marketers to promote plant-based milk more effectively. Through a survey, the researchers measured how factors such as animal welfare, environmental concerns, health consciousness, and personal dietary preferences influenced consumers’ willingness to try plant-based milk and their propensity to share their views through word-of-mouth, particularly on social media. “Willingness to try is a low-commitment response …

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Studies & Numbers

EU Survey Reveals Color, Shape, & Texture of Plant-Based Fermented Foods are Paramount for Consumers

The first wave of consumer surveys from the EU-funded HealthFerm project has pinpointed the sensory preferences of consumers for fermented plant-based alternatives such as yogurt, drinkable yogurt, chicken, and protein-enriched bread. The survey, which reached 7,800 EU consumers in eight EU Countries and Switzerland, delves into European consumer preferences and attitudes towards plant-based fermented foods. It provides food innovators with guidance for developing plant-based fermented alternatives that align with consumers’ expectations. Creamy, sweet, and uniform. Consumers favor plant-based fermented yogurt and drinkable yogurt that is white, creamy, sweet, and uniform. The survey shows a clear preference for these products to mimic the characteristics of dairy-based yogurts, highlighting the importance of familiar textures and flavors. For both fermented plant-based drinkable yogurt and regular yogurt, “liquid,” “white …

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Market & Trends

How Are Consumer Dietary Preferences Changing Throughout Europe?

If you work in the food and beverage industry, tracking consumer preferences is an important part of your work. What do consumers want from their diet? How are their food preferences and motivations evolving? Do you need to adapt your business and/or products, and if so, how? The answers to these questions are vital in order to optimise sales, and need to be monitored as consumer preferences shift. In its latest New Food Hub article, ProVeg International shares key insights from its recent Smart Protein Consumer Survey, Evolving Appetites. The pan-European survey explores how consumer behaviour has changed over the last three years, building on their 2021 survey report, What Consumers Want. The primary objective of this follow-up study was to track and analyse whether …

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