Plant-Based Eating: What’s Driving Consumer Choices?
Unlock the survey
User responses 128,903
Survey Type Market Research
Audience All Audiences
Top Insight
- Health and nutrition are the most popular reasons for choosing plant-based foods.
- Respondents prefer to avoid plant-based meals due to lack of flavor over other reasons.
- Respondents associated veggie-based foods with root veggies more than with other options.
1.
When it comes to plant-based eating, how do you define your lifestyle?
Insight
89%
More than average
respondents chose to describe their lifestyle as 100% plant-based.
89.2%
100% plant-based (vegan)
100% plant-based (vegan)
89.17%
114,946
Mostly plant-based, but I eat some animal products
4.12%
5,309
I don’t follow a plant-based diet
4.12%
5,305
Not sure / still exploring
2.59%
3,343
Flexitarian (eat both regularly)
0%
0
2.
What’s your biggest reason for choosing plant-based foods?
Insight
5.3X
More than average
consumers chose plant-based foods for health & nutrition than for environmental impact.
56.7%
Health & nutrition
Health & nutrition
56.72%
53,160
Taste & variety
29.64%
27,779
Environmental impact
10.59%
9,925
Curiosity / trends
2.72%
2,550
Animal welfare
0.32%
302
3.
What meals do you cook with vegetables as the star of the dish?
Insight
4.8X
More than average
respondents prefer vegetable broth than cauliflower wings.
35.1%
Vegetable broth
Vegetable broth
35.09%
2,213
Tofu scramble
21.58%
1,361
Vegan bowl
18.46%
1,164
Impossible burger
10.67%
673
Cauliflower wings
7.18%
453
Baked tofu
7.01%
442
4.
What keeps you from eating more plant-based meals?
Insight
22%
More than average
consumers prefer to avoid plant-based meals due to lack of flavor.
22.7%
Not enough flavor or variety
Not enough flavor or variety
22.73%
1,257
Price point
22.3%
1,233
I’m not sure how to cook them
19.53%
1,080
I don’t feel full without meat
19.02%
1,052
Lack of time / convenience
16.42%
908
5.
Which of these veggie-based foods do you enjoy most?
Insight
2.9X
More than average
respondents prefer cauliflower-based foods than veggie-forward pastas or grain bowls.
28.4%
Root veggies (sweet potatoes, beets, carrots)
Root veggies (sweet potatoes, beets, carrots)
28.41%
15,296
Cauliflower everything (rice, wings, pizza crusts)
27.21%
14,654
Chickpea or lentil-based dishes
25.38%
13,665
Jackfruit “meat” or other meat alternatives
9.77%
5,260
Veggie-forward pastas or grain bowls
9.24%
4,974
6.
How do you feel about the price of plant-based products compared to other options?
Insight
3.9X
More than average
consumers associated plant-based products with slightly higher price than with too expensive.
35%
Slightly higher, but worth it for the benefits
Slightly higher, but worth it for the benefits
34.97%
11,799
Cheaper than expected
28.47%
9,607
I only buy plant-based when it’s on sale
26.17%
8,830
Too expensive — it’s a barrier for me
8.77%
2,960
About the same as other food
1.62%
546