Curiosity is the primary motivation for trying plant-based food products in the USA. This is what emerges from Steve Markenson’s insights from FMI’s 2023 report at the Plant-Based World Expo, highlighting consumers’ quest for new experiences due to economic shifts affecting dining out.
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A large majority (84%) of shoppers have experimented with plant-based alternatives, and a considerable portion (66%) consumes them occasionally. Plant-based milk is a recurring choice. However, around 26% of consumers are reluctant to try plant-based foods. That said, a large majority of people currently consuming plant-based options exhibit greater openness to new varieties.
Plant-based consumers are mainly Gen Z and millennials, residing on the West Coast, with larger households and higher incomes, often using online grocery shopping. These demographics show a strong inclination towards plant-based options.