Table of Contents
Executive Summary
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- The issues
- Specialized diets create challenges
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- Figure 1: Dietary guidelines followed, February 2019
- Avoidance of soy, gluten remain obstacles
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- Figure 2: Soy-based foods are unhealthy – Any agree (net), by age and gender, February 2019
- Protein opinions are complicated
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- Figure 3: Select attitudes toward plant-based protein – Any agree (net), February 2019
- The opportunities
- Innovations should combine health and taste
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- Figure 4: Trying to add more plant-based foods into diet, by dietary preference, February 2019
- Many reasons for avoiding animal products
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- Figure 5: Reasons for avoiding animal products, by age, February 2019
- Women, parents are key demographics
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- Figure 6: Sources of plant-based protein consumed, any use or interest (net), by parental status, February 2019
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- Figure 7: Select dietary motivations, by gender, February 2019
- What it means
The Market – What You Need to Know
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- Plant-based foods make dent in mainstream shelf space
- Meat eaters driving the plant-based protein market
- Consumers seeking protein, open to sources
- Dietary restrictions can cause roadblocks
- Plant-based foods good for the planet
Market Perspective
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- Plant-based foods continue to invade mainstream market
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- Figure 8: Meat alternative use in household, Fall 2018 NCHS 12-month study
- Carnivores and flexitarians drive the market
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- Figure 9: Trying to add more plant-based foods into diet, by dietary preference, February 2019
- Plant-based substitutes upping the protein ante
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- Figure 10: Non-dairy milks stating protein content
- Figure 11: Non-dairy yogurts stating protein content
- Trending ingredients, diets challenge full move to plant-based diet
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- Figure 12: Good Seed hempseed burgers
Market Factors
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- Interest in plant-based protein spans generations
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- Figure 13: Population aged 18 or older, by age, 2013-23
- Plant-based for the planet
- Plant-based protein beyond the main course
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- Figure 14: Occasions when plant-based proteins are consumed, February 2019
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- Figure 15: Breakfast foods stating plant-based protein content
Key Players – What You Need to Know
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- Plant-based meat substitutes see significant growth
- Major players investing in plant-based
- Legacy brands adapting to compete
- Disconnect between brands and consumers
- Consumers seek sustainability
- Whole food options compete with processed alternatives
What’s Working?
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- Plant-based meat substitutes see significant growth
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- Figure 16: Multi-outlet sales of select plant-based meat substitutes, by companies and brands, rolling 52 weeks 2018 and 2019
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- Figure 17: Meat alternatives stating plant-based protein content
- Newer brands see success with plant-based substitutes
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- Figure 18: Meat alternatives stating plant-based protein content (continued)
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- Figure 19: Meat alternative brands used by households who currently use meat alternatives, Fall 2018 NCHS 12-month study
- Major players see value in plant-based brands
What’s Struggling?
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- Boca struggles to keep up with competition
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- Figure 20: Multi-outlet sales of select plant-based meat substitutes, by companies and brands, rolling 52 weeks 2018 and 2019
- Disconnect between brands and consumers
What’s Next?
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- Sustainability increases in importance
- Plant-based eggs have been long awaited
- Whole foods approach challenges processed options
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- Figure 21: Plant-based protein bowls
The Consumer – What You Need to Know
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- Most consumers still crave meat, but looking to add plants
- Gluten-free is not going away
- Younger consumers most likely to avoid animal products
- Well-known sources most consumed, but interest in variety is evident
- Protein desired, more education needed
- Parents consume more varied sources of plant-based protein
Dietary Preferences and Guidelines
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- Most consumers still crave meat
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- Figure 22: Dietary preferences, February 2019
- Younger consumers most likely to avoid animal products
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- Figure 23: Dietary preferences – Vegetarian and vegan, by age, February 2019
- Gluten-free is not going away
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- Figure 24: Dietary guidelines followed, February 2019
- Gender reveals differences in dietary preferences
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- Figure 25: Dietary preferences, by gender, February 2019
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- Figure 26: Dietary guidelines, by gender, February 2019
- Hispanics more likely to follow special diets
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- Figure 27: Dietary guidelines, by Hispanic origin, February 2019
Dietary Motivations
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- Consumers seek more plant-based foods
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- Figure 28: Dietary motivations, February 2019
- Younger consumers, women seeking plant-based options
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- Figure 29: Trying to add more plant-based foods to diet, by age, February 2019
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- Figure 30: Trying to add more plant-based foods into diet, by gender, February 2019
- Meat eaters looking to add more plants
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- Figure 31: Trying to add more plant-based foods to diet, by dietary preference, February 2019
- Younger consumers avoid animal products for many reasons
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- Figure 32: Reasons for avoiding animal products, by age, February 2019
- Vegetarians identify with multiple motivators for avoiding meat
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- Figure 33: Reasons for avoiding animal products, by dietary preferences, February 2019
Sources of Plant-based Protein
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- Well-known sources most approachable
- Interest indicates opportunities
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- Figure 34: Sources of plant-based protein consumed, February 2019
- Most consume multiple plant-based proteins
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- Figure 35: Repertoire analysis – Plant-based protein sources (currently eats), February 2019
- Parents consume more varied sources of plant-based protein
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- Figure 36: Sources of plant-based protein consumed, any use or interest (net), by parental status, February 2019
Plant-based Proteins – Preferred Food Types
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- Familiar foods gateway to plant-based proteins
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- Figure 37: Preferred plant-based protein food, February 2019
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- Figure 38: Sources of plant-based protein
- Parents seek plant-based proteins in family-friendly foods
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- Figure 39: Select preferred plant-based protein foods, by parental status, February 2019
- Those who consume meat substitutes are concerned with protein content
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- Figure 40: Select protein considerations by total and consumers of meat substitutes, February 2019
- Variety in meat substitutes shows appeal
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- Figure 41: Meat alternative types used by households that currently use meat alternatives, Fall 2018 NCHS 12-month study
Protein Considerations
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- Protein desired, considered a healthy option
- More protein education is needed
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- Figure 42: Protein considerations, February 2019
- Those seeking plant foods are more focused on protein
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- Figure 43: Protein considerations, by total and those seeking to add more plant foods, February 2019
Attitudes toward Plant-based Proteins
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- Consumer perspective on protein is complex
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- Figure 44: Attitudes toward protein – Any agree (net), February 2019
- Opportunities and challenges across age groups
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- Figure 45: Select opinions on protein – Any agree (net), by age, February 2019
- Most men still think meat is tops for protein
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- Figure 46: Select attitudes toward protein – Any agree (net), by gender, February 2019
- Soy continues to have image issues
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- Figure 47: Soy-based foods are unhealthy – Any agree (net), by age and gender, February 2019
- Majority want more plant-based options when eating out
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- Figure 48: Restaurants should offer more plant-based protein options – Any agree (net), by age, February 2019
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – Key Players
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- Figure 49: Multi-outlet sales of select plant-based meat substitutes, by companies and brands, rolling 52 weeks 2018 and 2019
- Figure 50: Multi-outlet sales of select plant-based yogurt and cheese substitutes, by companies and brands, rolling 52 weeks 2018 and 2019
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