Chicago, October 28, 2019 — The rapid growth of plant-based foods at 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 addresses this question and finds 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, finds the NPD study, The Future of
Plant-based Snapshot
. 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. Gen Xers, born 1965-1980, are 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 beverages and foods. 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 for 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 finds that plant-based food consumption is not about rejecting traditional protein sources as about 90 percent 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,” says Darren Seifer, NPD food
and beverage industry analyst
. “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.”

For more on plant-based foods, check out this video:  Plant-Based Alternatives are
Going Mainstream



Press Contact

Kim McLynn

847-692-1781 
kim.mclynn@npd.com 

The NPD Group, Inc.
900 West Shore Road
Port Washington, NY 11050