New research results show that flexitarian consumers are driving the demand for plant-based foods. They are especially interested in transparent labels, sustainability, health, and exciting new food experiences. The global survey was conducted by the market research agency Insites Consulting, on behalf of BENEO, with 11,990 consumers in 10 countries.
Over recent years the plant-based trend has moved from being niche into the mainstream. With one in four consumers globally calling themselves flexitarians, and only 7% across the world (10% in the US) identifying themselves as vegan, vegetarian, or pescatarian, flexitarians have become the most important target group for manufacturers of plant-based products. Approximately half of the flexitarians already buy alternatives to meat (45%) and dairy (49%), with almost one in three also buying plant-based sweets like chocolate (32%). With another third interested in meat and dairy alternatives, flexitarians can be converted to these categories with the right products. That is why understanding the key motivations and expectations of flexitarians is vital for product development and marketing success.
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